What a change of energy overcomes us when the last bell tolls signifying the beginning of our cherished days of summer. The joy of what summer brings a sparkle to every school kids eyes. Families look forward to their planned or spontaneous vacations with bated breath. Integrating these adjusted outlooks into our business schema brings possibilities worth paying attention to.
This social change should trigger a parallel change in the way we market. Taking advantage of the ebbs and flows that occur throughout the summer months.
Pre-summer: Desire for sunshine. Barbecues. A moment to take a breath. Longer daylight hours. Gardens finally in bloom. School coming to the end.
Summer-start: School’s out for summer. Vacation adventures awaiting. Sprinklers calling. Alarms turned off. Riding bikes. Swim suits ready to take a splash.
Mid-summer: Excitement lessening with days sometimes in full stall. Concern about “fitting in” all the big summer plans. Heat taking its toll. Missing school mates.
Summer-close: Wow that came fast. Happiness to see long lost friends. Excitement of what will come in this next chapter. Sadness at the end of another summer gone by.
Post-summer: Back to the grind. Activities back to back. New year to settle into. Fond memories of summer slip through the cracks bringing sideways smiles.
Adjust your marketing activities to leverage this roller coaster your audience is experiencing. Speak to them directly bringing the things they love or dread into your campaign to build interest and rapport. No where is this better to do than in social media and sales promotions. Think about your marketing plan in all its glory and detail, then sprinkle in some summertime.
Don’t let the summer months make you lazy as you miss out on this opportunity to solar power your marketing efforts. Effectiveness is about being in tune, getting creative, and executing.
Now sing it with me loud, “SCHOOL’S OUT FOR SUMMER!”