Monday, May 8, 2023

What Is Your Business Doing This Summer -- and How Are You Marketing It?

Officially, we greet the first day of summer on June 21st, although here in Texas the summer heat arrives long before summer itself. We've already seen Cinco de Mayo come and go, and Memorial day will be here soon enough. When you're already out in the sun grilling and partying, you're pretty much doing summer, right? And we'll get a glut of other bg events coming up. There's Mother's Day, Memorial Day (if we're letting May sneak into the summer schedule), Flag day, Father's Day, Juneteenth day,  Independence Day, Labor Day....even such "niche" holidays as National Hot Dog Day, National Mountain Climbing Day, and National Watermelon Day. 

What summer holidays pertain to your business, what are you doing to draw customers on those days, and what marketing measures have you taken to let us know? Here are some ways to get your target audience's attention.

Festive videos - TV commercials have traditionally advertised summer sales and events, but they generally require elaborate planning, production, and editing. If you want to show the world what you're up to this summer, you'll find it quicker, cheaper, and easier to hit YouTube and other video channels with short, exciting, funny, compelling clips. You might already have some footage left over from previous summer promotions that you can cobble together in support of a high-energy scripted voiceover. You can also run some sort of video submission contest related to your upcoming summer spectacular, with creative fans sending in their own video essays or examples of fun in the sun. A lucky winner gets a prize -- and you get free promotional content!

Article-based promotions - Do you send out periodic email blasts and/or newsletters? Do you keep your business top of mind on the internet through regular blog posts? Now's the perfect time to plant announcements about your huge summer sale, fundraiser, or public gathering in the form of short but sweet articles. The articles can focus on the promotion itself, or they can be skilfully written to incorporate that information as tidbits within larger topics. If you blog frequently, you can touch on the subject multiple times without necessarily jamming the promotion down your target market's throat -- especially if the larger subject of the article deals with some other issue that naturally segues into your exciting news.

Direct mail - Don't let today's digital world cause you to ignore good old direct mail. There are always some folks who will respond better to a tangible ad, coupon, or announcement in their mailbox. The right combination of high-voltage written content, vivid graphics, and an offer they can't refuse will help ensure a big turnout or big sales figures. Better yet, targeted distribution techniques such as EDDM (Every Door Direct Mail) can help you send exactly the right pieces to exactly the right neighborhoods.

I've only scratched the surface of the many ways you can market your summer activities. There's still time to get the word out, of course, but your window of opportunity is narrowing. If you need help creating the right marketing content to make your summer sizzle, contact me and let's turn up the heat!