Mike Andes argues that advertising during off-season wastes money because customer acquisition cost spikes when demand is low. During peak season, the same ad spend reaches more interested customers at a fraction of the cost. Stop paying to reach people who don't need you yet.
When you spend a whole bunch of money on advertising during the off season to stay busy. At a time when you have unproductive labor and the guys aren't moving quickly, you're just losing money hand over fist. Because your customer acquisition cost is inverse of your demand. Which means if demand is low during your off season, your customer acquisition cost is at its highest point because no one needs your services. No one's organically coming to you. The opposite is true during your spring rush or when you're really busy. And that is when you're really busy. Demand is through the roof for your services. Therefore, your customer acquisition cost is very, very low.
