The Two-Week Sprint: A Digital Strategy for Your High-Demand Seasonal Event
It’s a scene familiar to many rural businesses in October: a field full of perfect pumpkins, a flurry of excitement on social media, and just two or three frantic weeks to generate a significant chunk of your annual revenue. The demand is huge, but so is the pressure.
How do you effectively manage this short, intense period? How do you build hype beforehand, manage overwhelming footfall during, and, crucially, communicate important changes - like a new booking system or a car parking fee - without frustrating the loyal customers you rely on year after year?
The key is a smart, year-round digital strategy that turns a chaotic two-week sprint into a well-oiled, profitable, and enjoyable event for everyone.
1. Your Website: The Year-Round "Evergreen" Hub
The biggest mistake seasonal events make is treating their website page like a temporary pop-up. To build authority with Google and a year-round audience, you need a permanent, dedicated landing page for your event (e.g. yourfarm.co.uk/pyo-pumpkins).
How to Manage Your Page Through the Seasons:
Off-Season (November - August): Don't delete the page! Update it with a clear "Thanks for a great season! See you in October 2026!" message. Create a gallery of your best photos from the event and, most importantly, add an email sign-up form for "early-bird ticket announcements." This builds your marketing list for next year.
Pre-Season (September): This is when the page comes alive. Update it with this year's confirmed dates, opening times, ticket prices, and a prominent link to your booking system. This is also where you clearly announce any changes.
In-Season (October): Your page is now the single source of truth. It should have all essential info, and you could even add a simple banner for daily updates like, "Availability for this weekend is now limited!"
2. Your Google Business Profile: The Source of Truth
When a family is in the car looking for your pumpkin patch, they will trust your Google Business Profile (GBP) above all else for immediate information. It must be perfect.
Use "Special Hours": Don't change your main farm shop hours. Use the "special hours" feature in your GBP to set the specific opening dates and times for the PYO event only.
Create Timely Google Posts: This feature is perfect for seasonal events. Use it to announce "Booking Now Live!", "Important Update: Parking Information," or "Just a few tickets left for this weekend!" (See my guide to Google Posts).
Use the Q&A Feature Proactively: Don't wait for people to ask. Add your own common questions and answers to the Q&A section to manage expectations.
Example: "Q: Do I need to book in advance? A: Yes, booking is essential this year to guarantee entry and manage numbers safely."
Example: "Q: Is the patch muddy? A: Almost certainly! We strongly recommend wellies for everyone."
3. Social Media: Your Hype Machine & Real-Time Megaphone
Pre-Season (Hype Building): Start teasing the event on Instagram and Facebook in early September. Share behind-the-scenes photos of the pumpkins growing, run a competition to win tickets, and give your email subscribers first access to booking.
In-Season (Real-Time Management): Social media is your tool for managing the crowds. It's essential for operational updates: "We are now SOLD OUT for today, please don't travel without a ticket," or "The patch is very muddy after last night's rain, please dress appropriately!" These posts prevent disappointment and frustration.
Post-Season (Community Building): Keep the magic alive. Run a "best carved pumpkin" competition using a unique hashtag and reshare your favourite customer photos. This builds goodwill and excitement for next year.
The Art of Communicating Change (e.g. The New Parking Fee)
Introducing a new charge or rule can cause friction if handled poorly. The strategy must be total transparency and over-communication.
How to do it:
Be Upfront: Don't hide the new £5 parking fee in the terms and conditions. It should be one of the first things a customer sees on your PYO webpage, on the booking site, and in your social media announcements.
Explain the "Why": People are far more accepting if they understand the reason.
Example Text: "To ensure everyone has a safe and enjoyable experience this year, we've had to hire a dedicated parking field and attendants. To help us cover these new costs, a £5 parking fee per car will apply. This allows us to manage traffic safely and keep the main patch clear for families. We really appreciate your understanding."
Use All Channels: Put this clear, polite message everywhere. On your website, in the booking confirmation email, in your Google Q&A, and in dedicated social media posts. No one should be surprised when they arrive.
From Seasonal Sprint to Year-Round Strategy
For a high-demand seasonal event, marketing isn't just a two-week job; it's a year-round marathon of preparation. A permanent website page builds long-term SEO, your Google Profile manages on-the-day practicalities, and social media creates the buzz. Together, they ensure a smooth, successful, and profitable event year after year.
Running a seasonal event is incredibly demanding. At Brand Canyon, I help rural and event-based businesses in Leicestershire create digital strategies that manage demand, communicate clearly, and maximise profitability. If you need a plan for your next big event, get in touch.