When the sun is shining, moods go up. Consumers are happier, wallets open up and spending increases in hospitality and on the high street. The news isn’t good for all businesses though as when the weather is good, internet traffic goes down. People look up from their phones at the world around them or go on holiday leaving their laptops behind. In 2021 the summer effect is likely to be even more pronounced as lockdown lifts and after so much time restrained indoors people will be enjoying the benefits of being outside again.
So how do we counteract the dazzling effects of summer with some inspired marketing?
Take it offline
Let’s start with giving people something they have missed – post (apart from the countless Amazon packages of course!). When people were working from home rather than in their offices, businesses could not send them anything that wasn’t digital, simply because they didn’t know their address! Why not help people celebrate a return to their workplace with a little gift to remind them of you and what you do? Or just a gift to show gratitude for their support over the last year.
Another thing we’ve all missed is face-to-face interactions. There are ways we can still meet up and stay safe, so get creative and think up ways that you and your customers can interact without Zoom or Teams getting in the way.
Bring in Summer vibes
We’re all starting to get out and about and, fingers crossed, even on planes, trains and boats soon! So why not find ways to engage with your customers and find out what they are up to now and how they are finding the change? Think about photo competitions – they are not only a great way to get new and fun engagement, but if you use Instagram or Facebook to gather the entries, you could also give your social media a boost.
It’s also a good time to update your marketing visuals to mirror the bright summer colours and imagery, a fresh new look will also provide a reason for people to notice your business again.
Give them a reason to visit
Competitions, sales, holiday related offers – think of positive reasons for you to contact your customers (and potential customers) and nice, value-added reasons for them to get in touch with you and visit your website or social media. If you are launching a new product or service, the summer is a great time to do so when people are less distracted by the rest of their busy lives. Or if you are running an offer on an existing product or service, don’t forget to make it time limited to add a little urgency to your customers’ responses.
Just a final word of warning – please don’t get carried away and remember to be sensitive; not everyone is getting away this year and many people might still be shielding and dealing with the financial and emotional side effects of Covid19.
Focus on bringing fun, bright and summery reasons for customers to engage with you, and less on the dark, depressing lockdown news we’ve endured for so long.
If you’re interested in talking to our team about how we could help you induce some creativity into your marketing this summer we’d love to hear from you. Contact us here.