Summer is finally here, and as the outdoor temperatures increase, business for some companies tends to decrease. Consumers would rather spend personal time soaking up the sun with friends and family instead of shopping, running errands, and interacting with the brands they normally would on a day-to-day basis.
In order to stand out this summer and keep your consumers or clients engaged, it is important to be understanding of their wants and needs. The following tips make up our TACK10 Tuesday Top 5 Strategies for Summer.
1. Start internally
Before taking a look at your audience and their summertime needs, make an assessment of your company’s needs internally. Summer tends to be a peak time for employee vacation requests, therefore it is important to be mindful of key dates in order to coordinate summertime projects. If required, a good solution to being short staffed could be the recruitment of summer volunteers, interns, or seasonal staff. Plan for this early to stay ahead of the game.
2. Create digestible content
With more time spent enjoying the outdoors, comes less time spent in front of a television or computer screen. Focus your summer content creation on short, digestible reads and online-friendly videos to ensure your consumers stay engaged with you while experiencing content on their mobile devices. It is also imperative, at any time of year but especially during the summer, that your website be mobile responsive to serve these mobile-first visitors who tend to be the majority.
3. Leverage experiential marketing
For brands to stay top-of-mind in their audiences’ views during a peak time for festivals and events, it is important to become a part of those festivals and events through experiential marketing. Catch valuable customers and potential consumers while they are on the ground by developing exciting activations. The key here is finding events and developing activation concepts that align with both your core brand objectives, and your target audience.
4. Reward engagement
Run with the positive feelings and excitement of summer to develop seasonal contesting, promotion, and rewards for existing customers and their referrals in order to keep sales and engagement up during the summer months. No matter the audience, people love free things and love to be rewarded for their brand loyalty, so use these types of initiatives as tools throughout the season.
5. Develop new partnerships
While not specific to summer alone, the development of aligned strategic partnerships is important and can help alleviate some of the strain of the content creation, experiential marketing, and contesting mentioned above. Use the summer months to see which brands or organizations are taking part in interesting seasonal initiatives that align with your own brand objectives and use that as an example of what could be heightened through collaboration.