How to Adjust your Digital Marketing Campaign for Summer Weather June through September
As the weather changes, so does consumer behaviour. Any experienced marketer will tell you, your marketing should match consumer behaviour and so as the weather changes, so should one’s marketing.
As we embark on what’s sure to be a hot August, the temperature rise is a chance to revitalize your summer digital marketing plans and bring in a strong finish on the season. Regardless of whether you run a swimsuit company and are in your busiest months, or are a winter coat manufacturer in a slow buying period, summer’s an opportunity.
What changes in the summer? Consumers are taking more vacation time, they’re outdoors, they’re spending more time on the mobile than they are at their desk, they’re traveling, and they’re looking for fun, entertainment, and new experiences. Where should your brand start in summer digital marketing? Well, there are 3 adjustments we think every business should make.
Last summer’s analytics
Look to last summer’s buying habits. If you know your buyers and how they behaved last time, chances are they will do the same this summer. Are there product lines or services that underperformed? Are there products or services that overperformed? Did site traffic increase or decrease in any way? What was the best social media marketing channel you used to create sales in the summer? Dig deep into the data and you may have all the answers you need regarding how to adjust your marketing campaign to summer.
Summer-only promotions and marketing
Unlike the holiday season, Valentine’s Day, or even March Break, summer’s a long period. Three months total, that’s a lot of opportunities to exploit summer-based promotions and marketing. Promotional materials, marketing ads, and even some of the images you’re using in your web design and social media can change to depict summer. You’ll also want to consider how more people are on their mobiles in the summer, still tapped into social media and likely regular at tourism hubs. Increase what you’re spending on social media marketing. Employ clear time-sensitive CTAs to take full advantage of the hot months.
Summer-friendly products
If you have products or services more likely to be used during the summer months, be proud – share them! Don’t promote anything you know is likely to not fare so well in the summertime. Winterwear clothing brands, for example, shouldn’t promote their usual products in summer. Instead, promote a “mega clear-out warehouse sale!”, an “inventory sale with deals up to 70% off!”, or similar messaging. Alternatively, if you’re an ice cream truck company, increase your spending on digital marketing and social media to maximize revenues while they’re available.
Make a difference this summer!
From our perspective, any company can have a successful and profitable summer season. Companies that know their audience and how to maximize the summer months are the brands that will win big. No matter what category of business you’re in, summer shifts business. Digital marketing campaigns with an awareness of this can move past underperforming marketing campaigns and at least maximize the opportunities available to them.
Do you need help this summer with your digital marketing? Speak to the experts at Unlimited Exposure and we’ll get you on the fast track to driving real revenue to your brand. Across Instagram, Facebook, Twitter, and all over the Internet, let’s spread your brand and its message far and wide. Join us today for more!
