Our beautiful Cape Cod is renowned as a summer vacation hub which provides us with a large surge of summer tourist traffic. But for many local businesses, our bustling tourist season can be a double-edged sword: a whirlwind of activity in the summer followed by a sharp decline in foot traffic in the fall.

This post-tourist period can be challenging, yet also offers opportunities to build a strong, loyal local customer base.

To keep your business thriving year-round on the Cape, capturing the local audience after the tourist season is essential. Keep reading as we explore strategies for engaging with Cape Cod residents and fostering a year-round connection with your community.

1. Understand the Local Demographic

To capture the local audience, it's critical to understand the demographic you're trying to reach. Cape Cod is home to a diverse mix of year-round residents, including families, retirees, and young professionals. Many Cape Cod towns are known for their strong sense of community and local pride, and tapping into these values can help build lasting relationships with residents. There are also many nearby towns and counties whose residents can be grouped into this local audience in many cases.

Take some time to research the items listed below, or enlist our marketing team to help you pull data on these topics.

Population Trends: Pay attention to the breakdown of age groups and household types in your town. Some areas may skew older, such as Dennis and Chatham, where retirees form a significant part of the population. Other areas like Barnstable or Falmouth may have a more diverse mix of ages.

Local Values: Cape Codders tend to value sustainability, small business support, and a close-knit sense of community. Reflecting these values in your business practices can foster loyalty.

Spending Habits: Local residents may have different spending patterns than tourists. Where tourists may splurge on experiences, locals are likely more discerning about their regular spending habits. How can you align your marketing efforts and expectations to this year-round traffic pattern?

By aligning your business offerings with the preferences of the local population, you will have a better chance of gaining their trust and business.

2. Embrace Seasonality in Your Offerings

As a Cape Cod business owner, seasonality plays a big role in shaping demand for your products or services. How can you make your business feel new again throughout the year to draw locals in during different months? During the colder months, locals look for things that feel aligned with the quieter pace of the off-season.

Below are a few ways to adjust your offerings to appeal to residents once the tourists have left.

Adjust Your Menu or Products

If you run a restaurant or café, consider introducing seasonal recipes based on the local produce. Before you know it, you’ll have customers waiting all year for your fall butternut squash pasta! For retail shops, focus on items that suit a Cape Cod lifestyle in the off-season, like cozy clothing or home decor. Think about holidays and gifting trends as well to capitalize on those busy purchasing periods.

Offer Seasonal Discounts or Packages

Locals will appreciate deals that cater to their needs. For example, if you own a spa or salon, you could offer special fall or winter wellness packages. If you own a retail store, consider offering exclusive discounts to year-round residents.

Host Seasonal Events

This is one of our favorite strategies! Consider hosting community events that celebrate the changing seasons. You could organize a fall harvest dinner, a holiday market, or a winter-themed event that locals can enjoy when the crowds are gone. This is a great opportunity to collaborate with other local businesses to increase the draw and grow together within the community.

By tapping into the rhythm of the seasons, you can create experiences that resonate with our local Cape Cod audience.

3. Build Local Loyalty Programs

One of the most effective ways to capture a year-round local audience is through a well-designed loyalty program. Locals are more likely to return to your business regularly if they feel appreciated and rewarded for their business. Offer discounts, giveaways, event VIP access, and pre-launch access to locals who are regularly visiting your business to build a strong feeling of loyalty.

Exclusive Events or Promotions

Host events specifically for locals, such as preview nights for new product launches, special tastings for a new menu, or exclusive sales events during slower times. Going back to our seasonal event tip, hosting events is a fantastic opportunity to team up with other businesses that offer complementary products and services.

4. Enhance Your Social Media Presence with a Local Focus

Social media marketing is a powerful tool for building connections with local audiences. If you’ve previously tailored your social media content towards tourists, the off-season is the perfect time to adjust your messaging to appeal to year-round residents. Showcase your current offerings, tell the story of your local business, introduce your team, and create community around your business through social media channels.

Local Stories

Highlight the unique aspects of Cape Cod life in your posts, showcasing local landmarks, traditions, and people. Share stories of how your business fits into the local community and give a voice to residents who support your business.

Community Collaborations

Partner with other local businesses, organizations, or influencers to create content that appeals to locals. Whether it’s co-hosting an event or collaborating on a giveaway, working together helps expand your reach to new potential customers within the community.

Interactive Content

Use polls, questions, and interactive features on Instagram Stories or Facebook to directly engage with your followers. Ask them about their favorite local spots or what they’d like to see at your business in the off-season. This kind of engagement makes locals feel heard and valued.

Promote Local Events

Whether it's a high school football game or a local farmers market, promoting local events shows that your business is part of the community. You can even align your business promotions with these events, offering deals or discounts to attendees.

By refocusing your social media efforts to align with the interests of local residents, you can increase your relevance and reach while also building a following of people who are interested in knowing more about your offerings.

5. Partner with Local Organizations and Events

Engaging with local organizations, charities, and events can strengthen your business’s ties to the community. As a small business in Cape Cod, these types of partnerships show that you are committed to giving back and supporting local causes.

Sponsorship Opportunities

Look for opportunities to sponsor local sports teams, school events, or community festivals. Sponsoring a local youth soccer team or providing goods or services for a charity auction can help get your business name out to a wider audience.

Host or Co-Host Local Events

Whether it’s a fundraiser, educational workshop, or cultural event, hosting local gatherings can provide visibility for your business while supporting a good cause. For example, you could partner with a local environmental group to host a beach clean-up event. This likely won’t result in direct sales, but it will build rapport and a positive association with your business.

Collaborate with Local Artisans and Makers

If you run a retail store, restaurant, or café, consider featuring products from local artisans or food producers. Promoting local makers not only diversifies your product offerings but also shows your commitment to the Cape Cod community.

These collaborations foster a sense of community and demonstrate that your business is invested in the region’s long-term success.

6. Offer Off-Season Specials to Locals

Offering off-season specials is a time-tested way to encourage locals to continue frequenting your business after the tourist season ends. Because many locals operate on a more regular spending cycle compared to tourists on holiday, they’ll appreciate special deals catered specifically to them.

Discounts for Local Residents

Consider implementing a “locals discount” that offers reduced prices to those who can show proof of residency. It can be a straightforward percentage off or even a loyalty tier for long-time customers.

Off-Peak Specials

For businesses like restaurants, cafés, or salons, offer specials during off-peak times of the day or week to drive local traffic. For example, you could offer half-price appetizers during the middle of the week or discounts on weekday lunch orders. Everyone loves a good happy hour or weekly offering!

Seasonal Subscription Programs

Consider offering a subscription service for locals during the off-season. For example, if you own a coffee shop, you could offer a "winter coffee pass," where locals can pay a flat fee for unlimited coffee during the colder months.

These specials can turn what would normally be quiet times into busy periods for your business, ensuring consistent revenue throughout the year.

7. Engage in Local Advertising

While word-of-mouth remains powerful in tight-knit communities like Cape Cod, advertising targeted specifically to local residents can give you an additional boost during the off-season. Who knows? Maybe your advertisement will give a local who has seen your shop many times the nudge they need to actually come in.

Advertise in Local Media

Invest in advertising through local newspapers, radio stations, or community newsletters. Locals trust and frequently turn to these sources for news and updates.

Sponsor Local Podcasts, Sports Teams, or Press Outlets

There may be local Cape Cod podcasters, teams, or outlets, who have a loyal following among residents. A sponsorship or partnership with a local content creator can put your business in front of more locals. Not only is this a form of advertising, but it gives your business an association with the outlet or team who is sharing your message.

Leverage Hyper-Local Online Platforms

Many towns on Cape Cod have their own local Facebook groups or community bulletin boards. These can be great places to post promotions or advertise upcoming events. Be sure to read the community guidelines before posting in these groups!

By targeting local platforms, you’ll reach the people who are most likely to engage with your business during the off-season.

8. Provide Exceptional Customer Service

One of the most important strategies for capturing a local audience is delivering top-notch customer service. Tourists may be one-time visitors, but locals will return repeatedly if they feel welcomed, valued, and appreciated. The best part? Providing great customer service is free!

Personalized Service

Take the time to get to know your regular local customers. Greet them by name, remember their preferences, and offer recommendations that cater to their tastes. A few loyal customers is better than a one-off customer. These loyal customers will also be a part of your word of mouth marketing organically.

Act on Feedback

Be open to feedback from your local customers (positive AND negative!), and act on it. Locals are more likely to return if they feel like their opinions matter and they can help shape the business.

Create a Welcoming Atmosphere

During the off-season, people are looking for cozy, welcoming environments where they can relax. Make sure your business provides that sense of warmth and hospitality.

Exceptional customer service not only ensures that locals return but also helps spread positive word-of-mouth throughout the community.

Use the Off Season to Grow a Loyal Community

While Cape Cod’s tourist season may bring a surge of business, the off-season presents an opportunity to focus on building strong, lasting relationships with local customers. By understanding the local demographic, offering tailored products and services, engaging with the community, and providing exceptional customer service, your business can thrive year-round.

Investing in your local audience during the off-season is not just a way to sustain your business when the tourists leave; it’s an investment in the long-term success of your business as an integral part of the Cape Cod community.

Not sure where to start or need help running ads? Contact our marketing team here.