Marketing: How to Keep Up Sales Momentum During Off-Seasons

* Run many of the same promotions during off-seasons that you run at peak season. In both its catalogs and Web sites, Norm Thompson offer games, sweepstakes and e-mail promotions, Nandkeolyar said.

* Execute tried-and-true ideas. “New ideas are good, but old ones are better,” Nandkeolyar said. “Use things you’ve tried, tested and had success with” in the past. For instance, try reactivating existing customers during the summer season. Norm Thompson considers “dormant” customers those who haven’t placed orders for at least 18 months. “We don’t consider 12- to 18-month buyers customer reactivation,” Nandkeolyar noted. “We consider 18- to 36-month buyers reactivation.”