Although Labor Day has come and gone, kids are back at school, the NFL season is heading into week three and many docks have already been pulled ashore from the lakes, it’s only today that we are forced to officially let go of summer.
In case you haven’t already heard, Fall officially starts tomorrow, Wednesday, September 23. It was about this time of the year that I used to drive by an old Dairy Queen which had a sign that read: CLOSED FOR THE SEASON. REASON? FREEZIN.

I always hated that sign because I knew what was coming. It was white and cold and it wasn’t vanilla ice cream. The change of season for this particular business meant that the owners sold the last few Peanut Buster Parfaits, cleaned out the Blizzard machine and flew south for the winter. For most businesses, however, the change of season doesn’t mean shutting down but rather a break from the busy summer to evaluate your business and marketing plans, especially as we approach the holiday season.

Heading into the critical fourth quarter of the year, the change of season can be an exciting as well as anxious “make or break” three months for a business. What better time to evaluate and ask the following questions?

• How is my current marketing performing?
• What products and services—as well as sales and specials—should be promoted over the last few months of the year?
• Is my website, social media and local search up-to-date so customers can easily find me?
• What else could or should I be doing to make it an awesome finish to the year?

These are just a few of the many considerations running through the minds of business owners. As the days grow shorter and the nights grow longer, this is the perfect time to adjust the game plan and position yourself for not only a great finish to the year but a positive start to the next!

So, what areas of your business do you need to evaluate before the snow flies?
How has your business performed the first three quarters of the year?
What changes and enhancements are you making for the holiday season?