Good morning, haulers ☕
Winter is here. The snow is falling, the air is biting, and for many of us in cold climates, business slows down dramatically. It’s a common belief among service business owners that winter is a time to pull back on advertising.
Why spend money when customers seem to be hibernating?
But as someone who likes to challenge the status quo, I want to offer a contrarian perspective.
What if winter isn’t the time to scale back on advertising—but the time to double down?
Let me explain.
What We’ll Cover
Why Winter Is Prime Time for Advertising: Break common myths about seasonal ads and uncover why staying consistent matters.
How to Outpace Your Competitors: Strategies to stay top-of-mind while others pull back.
The Long-Term Benefits of Winter Ads: Build relationships, expand your network, and secure referrals that last.
Actionable Winter Marketing Tips: Low-cost, high-impact tactics to make your business unforgettable during the slower months.
Why Most Businesses Pause Advertising in Winter
The logic behind pausing winter advertising seems sound at first glance:
• Fewer people are looking for services.
• The market shrinks as some customers fly south or go into “survival mode.”
• Spending money on marketing feels like throwing it into a void.
I get it. My business in Connecticut feels the same slow-down during harsh winters. Snowstorms and freezing temperatures make people reluctant to leave their homes or deal with “non-essential” tasks.
But here’s the thing: Just because the market shrinks doesn’t mean it disappears.
There’s always a market—big or small—and the businesses that adapt to the seasonal ebb and flow are the ones that thrive.
The Contrarian Perspective
If most businesses are pulling back on advertising in the winter, they’re also pulling out of the competition. Fewer businesses advertising means fewer competitors bidding for customer attention.
And that presents a golden opportunity for those willing to think differently.
Here’s why winter advertising might actually be cheaper and more effective:
• Less Competition: With fewer businesses bidding on ads, the cost per click (CPC) decreases. This means you can spend less to reach the same number of potential customers.
• Bigger Market Share: Even if the market is smaller, you can claim a larger percentage of it simply by being visible when others aren’t.
• Lifetime Value of Customers: Acquiring a customer in winter doesn’t just mean a one-time job—it means building a relationship. Impress them now, and they’ll return in spring or fall, or refer you to friends and family.
If done right, you'll be pulling these customers out of the future market. Think about that.
A Real-Life Example
Let’s say you spend $500 on ads during the winter and land five jobs. At first glance, you might think, “I broke even. Was it worth it?”
But consider the bigger picture:
• Those five customers now know and trust your business.
• They’re far less likely to go back to Google in the spring. Instead they’ll call you directly.
• One of those customers might refer you to three others.
• Over the course of a year, the lifetime value of those five customers could be five times what you spent on winter advertising.
That’s how you grow. That’s the snowball effect I'm always talking about—taking a small win today and building on it to create a long-term advantage.
Some of you might think, "Well, of course, you’d have this opinion on advertising—you own an advertising (anti)-agency, Adimize.com."
But the truth is, I practice what I preach. Even in the slower winter months, my own hauling company spends anywhere from $15,000 to $20,000 on Google Ads. We never stop. We advertise 365 days a year because staying consistent is key.
You never know what kind of customer you’re going to connect with, the type of relationship you can build, or the referral network they might introduce you to. It’s about keeping the momentum steady and always being on the hunt for new customer acquisition. Lead flow in a service based business is crucial.
The Actionable Plan for Winter Advertising
If you’re willing to take the contrarian route, here’s how to make the most of winter advertising:
1. Set Realistic Expectations:
Understand that the market is smaller, and focus on capturing what’s available. Don’t expect massive profits—think long-term.
2. Focus on ROI:
With lower ad costs, every dollar works harder. Optimize your campaigns to target high-intent keywords and specific customer needs.
3. Deliver Exceptional Service:
Winter is your chance to wow customers. Go above and beyond to ensure they remember your business and recommend you to others. Use obstacles to stand out. If there’s fresh snow on the ground, offer to shovel their walkway while you’re there. Keep bags of ice melt in your truck and sprinkle it on icy walking areas.
These small, low-cost actions can leave a lasting, unforgettable impression in their minds—one that sets your business apart.
4. Track Lifetime Value:
Don’t just measure immediate profits. Keep tabs on how winter customers contribute to your revenue in the long run through repeat business and referrals. Any CRM should be able to do this.
5. Don’t Forget Grassroots Marketing:
While ads can give you a digital presence, winter is also a great time to strengthen local relationships. Network, leave flyers, door-hangers, and build community connections.
What We Learned
Consistent advertising, even in winter, keeps your business ahead of the competition.
Small, thoughtful actions can create lasting impressions with customers.
Winter is an opportunity to secure new relationships and build a stronger referral network.
Staying visible year-round establishes your business as reliable and top-of-mind, regardless of the season.
The Bottom Line
Pulling back on advertising during the winter might feel like the safe move, but it’s not always the smart one. By staying active when others aren’t, you position your business to stand out, capture market share, and build lasting relationships with customers.
Even if you only break even, the value of those customers in the long run will far outweigh the cost. This is how you grow your business. This is how you create momentum that carries you into the busy season.
The question isn’t, “Should I advertise in the winter?” It’s, “How can I use winter to set my business up for long-term success?”
Think contrarian. Think long-term. Start building your snowball now. ✌️
Justin Hubbard
Whenever you're ready, here are three ways I can help you grow your business:
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4. Financing for Trucks and EquipmentPlanning to grow your fleet or upgrade your equipment? I can connect you with flexible financing options designed for service businesses. Reach out, and I’ll guide you through the next steps.
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