Expert Summary
Yes, but consistency isn’t about constant selling. It is about maintaining presence. In 2026, switching off your marketing in the off-season is a mistake that makes your peak-season acquisition costs skyrocket. You must shift from “transactional bursts” to an “always-on” model that nurtures leads before the rush hits.
The Situation in 2026
Ad costs during Australian peak seasons are now volatile due to AI-automated bidding wars. With the cost-of-living squeeze, buyers are researching longer and hesitating more, meaning a “burst” campaign launched weeks before your peak is often too late and too expensive.
Key Considerations
- Prioritise Retention over Acquisition: Across our client work, we’ve found that acquiring new customers is significantly more expensive than retaining them. Use the off-season for “surprise and delight” tactics or exclusive loyalty benefits. This creates a guaranteed revenue floor, reducing your dependence on expensive cold traffic when the season peaks.
- Profitability Segmentation: Many SMEs treat all customers the same, which wastes budget. We recommend analysing which specific customer segments are actually most profitable. By focusing off-season nurture campaigns only on high-value cohorts, you maximise the ROI of a tight budget rather than shouting into a void.
- Strategic Retargeting: We see retargeting consistently deliver strong returns for Australian businesses. Keep a low-spend retargeting layer active year-round for those who engaged during the peak. It keeps your brand in their periphery, ensuring you are the first call when the season restarts without paying the “new customer” acquisition tax.
| Marketing Focus | Peak Season | Off-Season |
|---|---|---|
| Primary Goal | Immediate Conversion | Lead Nurture & Loyalty |
| Budget Allocation | High / Aggressive | Low / Maintenance |
| Content Tone | Urgency & Offer-led | Educational & Value-led |
| Channel Mix | Paid Search/Social | CRM/Email/Organic |
ROI and Growth Perspective
ROI Growth Agency typically sees businesses lose search authority and momentum when they go dark. We suggest implementing a “hibernation budget” focused on CRM automation and low-cost retargeting. This keeps the lead pipeline flowing and prevents the expensive “restart cost” most seasonal businesses face every year.
Published by ROI.COM.AU — Australia’s business growth resource.
