Now that the weather has us all hoping that the sunny, warm days will stay, you have some decisions to make when it comes to your summer marketing strategy. While it might be tempting to slow things down for the summer in favour of vacation time because “business slows down anyways,” you should consider kicking things up a notch for the summer or at least maintaining the momentum you have already built throughout the year. I could give you a million reasons why keeping up with your marketing is important throughout the summer months, but you can check out my top 5 reasons here.
What I want to focus on is how you can make the most of your summer marketing strategy by following this cheat sheet as you build out your strategy over the next month or so.
Here is an easy cheat sheet for your summer marketing strategy building – all of the nitty gritty details that you can check off your list on your way to success.
- Status check: Figure out what you’re currently doing that is working and the things that just aren’t. Create a spreadsheet where you can list your metrics for success for each marketing tactic you have tried in 2018. Once you have it written down it makes it easier to see the big picture.
- Review your goals/objectives: What were you looking to accomplish when you started your current strategy and how does it relate to your results? Did you reach your goals? If not, what held you back? Have your business priorities shifted?
- Look ahead: What big announcements/milestones do you have coming up for the second half of the year?
- What’s trending in your industry: Do an audit of social conversations, pop culture, and other channels to figure out what’s trending in your industry (and for your audience as a whole). How do these topics relate to your brand?
- Identify unique summer opportunities: There are a lot of events and social activities that go on in the summer. List potential opportunities for you to get involved as a brand and/or organization. Some things to consider are: Partner with a non-competing business to offer summer promos that sweeten the deal; or get involved as a sponsor for a summer event to get your brand in front of your target audience. These types of opportunities are a great way to generate buzz in the media.
- What’s on your wish list: Are there any marketing tactics that you haven’t ever implemented but you wish you could? For example: video marketing; experiential marketing; mobile tactics; etc.
- Set your budget: Carve out a budget for summer-specific marketing initiatives – be realisitic.
- Write it down: Build a document that outlines everything you are going to do this summer when it comes to your marketing. This includes tactics you are continuing from the first half of the year as well as anything new you want to try.
- Identify milestones: Once you have decided on what you are doing, figure out when you will implement everything.
- Think beyond summer: You should look to build momentum beyond your summer marketing strategy. Look at summer as a jumping off point for future success in the year.
Summer marketing doesn’t have to be expensive, and it shouldn’t be ignored. Shake off that sudden urge to slow down when it gets hot and sunny and use the summer to your advantage.
Candace Huntly is Founder and Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.
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