For local businesses, the Caribbean summer has a habit of disappointing when the island clears out for the school holidays. Traffic on the roads improve but we can’t say the same for your business. This shouldn’t stop everyone getting excited about a summer holiday marketing campaign. Just like Christmas you only have to add the word ’Summer Holiday’’ to your marketing campaign to increase your response rates or gain attention using seasonal hashtags on Instagram and other social media platforms.
7 SUMMER MARKETING TIPS
Local businesses can do well by aligning themselves with seasonal events in the area. This could have been by sponsoring Aruba’s larger scale events, for example, golf tournaments, volleyball tournaments, drag racing, regattas, concerts etc. Let’s face it, I should have written this article last month, albeit a little late for this year, nonetheless it worth telling you and start thinking about it for next year. For more immediate action smaller scale activities targeting fetes and festivals with flyers, reusable promotional materials, and more traditional print marketing. Promotional offers, competitions, and prizes will help you keep your flyers out of the recycling bin, reusable promo materials and car decals will ensure everyone in the area knows about your business.
Summer Branded Email Campaigns
An email reminding the recipient that summer holidays, kids out of school, carefree weekends, BBQs and trips to the beach are just around the corner is bound to get their attention. While business to consumer businesses may have seasonal products to sell, business to business organizations can also jump on the summer bandwagon. How about running a summer offer for new clients at a time that may be quiet for your business: get people signed up now and by September you could have increased your client base substantially.
Get Summery On Social Media
Whether you’re promoting a product, sharing tips or linking to a blog post, your social media profiles should also reflect the opportunities. Think about the images you use on all of them, and make sure they have a summery vibe. This includes corporate imagery such as stock photos reflecting business concepts and situations. Instead of choosing a photo of a businessperson in suit and tie, how about one with their shirts rolled up and sunshine streaming through the window?
Here in the Caribbean any social media updates about the weather pretty much useless – we all love to complain about our hot summers. So, even those throwaway comments about what a beautiful day it is/isn’t, or plans for summer holidays can help your business build relationships with your customers. Even better if you can support those updates with relevant products or services.
You could start your own hashtag on Twitter or Instagram and start a new trend, or jump on the back of an existing one and further your businesses reach this way. Hashtags are a simple way to get quick exposure on Instagram, but using them can actually hinder your success of reaching the popular page. I can’t beg you enough. Use them sparingly. They’re great if you’d like some initial engagement, but the likes you tend to get from including hashtags tend to be slightly robotic and not always genuine, so too many likes from people searching out those hashtags may not be so great when trying for the popular page.
Another opportunity to increase your reach on social media, and also through PR opportunities is to align your business with a ‘National Day’. These vary from awareness days for causes and initiatives, to fun and frivolous days or weeks such as World Emoji Day. Coming up in the next couple of weeks are these dates with a theme that you can creatively apply to your industry:
- National Girlfriends Day – Aug 1st
- Respect for parents day – Aug 1st
- National Underwear Day – Aug 5th
- National Oyster day – Aug 5th
- National Mustard Day – First Saturday in August
- National Lazy Day – 10 Aug
- National Dog Day 26 Aug
Send Out Branded Summer Goodies
Another great way to grab peoples’ attention is with a free giveaway. What would your customers really appreciate this summer? Could be a delivery of ice pops to their office on a hot day, branded flip-flops for wearing around the pool, a beach ball, cool bag (filled with goodies) or a travel phone charger for their long haul flight. There are loads of products you can have branded, but even better make it relevant to your company. For example, if your customers are office based you’ll get more mileage out of a branded product they can use in the office, such as a hand-held fan or the ice lollies mentioned above.
Work on Autumn / Winter Marketing Campaigns
Many businesses suffer from a bit of a lull during the summer months, unless you operate in the travel sector. Now is a great time to work on your marketing strategy for the autumn and winter, so you’re ready to get busy when everyone returns from their holidays.
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