Many businesses mistakenly think their marketing efforts should take a backseat as summer arrives. It's when people go on vacations, schools break for summer, and overall activity seems to slow down. Rather than pulling back, however, savvy marketers see the summer as an opportunity to ramp up. Why? Let’s take a look.
1. The Summer Slowdown Misconception
One of the main reasons businesses slow down their marketing during the summer is the assumption that shopper activity decreases. While it's true that people may be more focused on vacations and leisure activities, they are still making purchases — lots of them. Summertime often provides shoppers with more leisure time, leading to increased openness to new products and services.
2. Less Competition, More Visibility
When businesses choose to slow down their marketing efforts, they create a void that can be filled by competitors (like you). Take advantage of those opportunities! With reduced competition, you can stand out in a less crowded marketplace, making your messages more impactful and memorable.
3. Nurturing Customer Relationships
Slowing down marketing efforts during the summer can inadvertently create a communication gap between businesses and their customers. By staying active, you can nurture those relationships and reinforce customer loyalty. Share relevant content, send personalized offers, and keep customers engaged through various marketing channels, including direct mail, email, and social media. Continually remind them of your brand's value and keep them connected even during the lazy summer months.
4. Embracing New Channels and Strategies
Finally, the summer slowdown can be an opportunity to explore new marketing channels and strategies. With reduced competition, you can test innovative ideas, experiment with different platforms, and invest in creative campaigns that may not be feasible during busier times.
Consistency is a critical component of successful marketing, so by staying active and engaged with your customers throughout the summer, you not only deepen those relationships in the short term but you lay the foundation for success in the long term. Summer can be a great time to invest in marketing, and the relationships that you nurture and the new leads you capture during the summer months can yield ongoing benefits long after the season ends.