Summer is a time for swimming pools and suntans, for BBQs and beach balls. In short, summer is about fun! Smart marketers know that when kids are off school and families are vacationing they are in a different state of mind. On the one hand, you have to work harder to get their attention. On the other hand, summer is a great time to test new ideas and/or leverage the optimism and fun of summer to inspire and excite your audience.
One way to do this is to pick a summer theme. Here are a few to ideas to get you started:
It can also be helpful to center summer marketing around a holiday. But be careful! Every organization and company like to focus on the token two: Father’s Day and Fourth of July (for the US marketplace). Did you know that summer is full of “special days”?
In June, you could try:
- Children’s Day – First Sunday
- World Environment Day – June 5
- Summer Solstice – Mid-June
In July, how about:
- World Population Day – July 11
- National Parents’ Day – Fourth Sunday
- JK Rowling’s Birthday – July 31
In August, focus on:
- Friendship Day – First Sunday
- Work Like a Dog Day – August 5
- Tell a Joke Day – August 16
Once you pick your theme or holiday, it is time to plan your campaign and the content you will provide around it. Ask yourself: What will the goal of my summer campaign be? Then, get started!
Choose Engaging Content
Your donors and buyers are not the only ones that deserve to have some fun in the summer. Marketers can use summer to try new types of interactive content.
Here are 5 ideas:
- Quizzes or surveys (have your tried PlayBuzz?)
- Facebook’s new canvas ads
- Interactive data visualizations, such as infographics
Make a Plan
Marketing campaigns should not be one-off, but a combination of elements that reach your people at different times and in different ways. Pick your promotional elements and map them into a marketing time and action calendar.
Here’s an example:
Things to consider:
- Is there an event you can invite people to at which you can promote the campaign?
- Is there a coupon code or giveaway that needs to be considered?
- Are there partners who might be willing to share this campaign?
The last step of any good campaign is measuring your success. At the end, write down the results you achieved:
- # of leads:
- # of coupons downloaded:
- $ of donations:
- # of new donors:
- # of new website visitors:
Most importantly, have some good summer fun!