It’s the season of sunscreen and surfboards. It’s summer, and if you’re a smart marketer, it’s a time for sizzling strategies. While consumers are busy planning beach trips and barbecues, your brand has an opportunity to show up where they are: in their feeds, inboxes, and maybe even on screen in the air conditioned movie theater. How do you craft a cool campaign for the hottest time of year?
In the U.S., people think summer starts on Memorial Day and ends on Labor Day. Astronomically, that’s inaccurate but it’s how consumers perceive it. A solid summer solstice campaign often starts with tapping into the unique energy of the season.
With Memorial Day, the start of school vacations, and the opening of community pools are right around the corner, Labor Day weekend often signals the start of school and an end to getaways. In the time between those markers we become more open emotionally, more adventurous. Yet, despite the call of the great outdoors, we are still glued to our devices. It’s a mobile habit, and poolside lounge scrolling is a thing.
What should a marketer do?
Lighten Up the Creative
Summer’s a vibe. Your ads should mirror the mood. Bright colors, playful copy, and seasonal imagery can go a long way in increasing engagement. Think less corporate robot, more convertible with the top down.
Lean Into Local
From community events to local travel, summer is packed with regional flavor. Geo-targeted digital ads, location-specific offers, and partnerships with local businesses or influencers can give your campaign a hometown boost. It’s also a good time to run a video, or static ad in the local theater.
Promote What Consumers Actually Want
Timing is everything. Whether it’s a summer sale, a limited-time product, or a service that solves a seasonal pain point (A/C repairs), make the message relevant. No one wants to hear about snow tires in July.
Don’t forget mobile optimization! This time of year much of your target audience is literally on the move, so make sure your pages load quickly.
Don’t sleep on summer. With the right creative, targeting and messaging, your brand can stand out. And, if you need a hand, we can help cool things off.