The chill wind rustles through the paper-dry remnants of summer leaves. A hollow moon peaks out from scattered clouds. And below are a sea of ghosts and goblins, pirates, ninjas and would-be superheroes all vying to see how much candy they can accumulate.
Halloween has grown to become the second largest retail holiday behind only Christmas. In 2016, an estimated 171 million people in the U.S. spent nearly $8.2 billion dollars celebrating spirits and spooks.
Summer marketing slump. These are words no marketer wants to hear, but during the summer months it’s an unfortunate reality many marketers face. The weather is warm, and those who aren’t on vacation are thinking about it. There are a hundred and one different activities your potential customers can be doing— hiking, biking, swimming, picnicking— pretty much anything other than concentrating on what you’re trying to sell them.
Summer may have its own challenges for marketers, but a slump doesn’t have to be inevitable. Here are some ways you can avoid it:
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“Everyone is not YOUR customer.” ~ Seth Godin
That little nugget of wisdom is worth writing down and then pinning up where you'll see it. It makes things so much easier when you discover who your ideal customers and clients are, because then you only have to market to them. Your marketing will become less generic and more personal when you know who it is you're “speaking to.”
Independence Day has a lot going for it. There’s red, white and blue, Old Glory, fireworks… maybe a barbeque with family and friends or a concert under the stars. It’s also the only major holiday in the U.S. between the end of May and Labor Day at the start of September, so why not make it the centerpiece of your summer marketing? After all, your customers have shed their winter blues and everyone wants to get out and have fun. Show some patriotic spirit, put the focus on fun consumer experiences and it’s hard to go wrong.
It’s hard to escape social media these days, especially when you have a business to promote. No matter where you go or who you talk to, you’re reminded how important it is. That couple a little ways down from you while you’re lounging on the beach? Yep, they’re online and they’re potential customers. Are you using all the tools at your disposal to reach them?
One of those relatively new tools is Facebook Live. You’ve heard of Facebook, of course, and you already know how important it can be to your social media efforts. You probably also know that just posting isn’t enough.
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When you’re planning out your mid-year marketing, it’s important to remember summer will be back even though it might not feel like it at the moment. More importantly, it’s a chance to remind your customers of it, too. Winter is a harsh time when customers aren’t inclined to open their wallet. Summer brings good memories of sun and fun, and when people are feeling relaxed and comfortable, they’re a lot more inclined to make purchases.
It’s that mindset you want to get them into with your marketing. To do this, look for ways to incorporate summer themes into your marketing.