Looks like Shakespeare had it right. “. . . summer’s lease (does indeed) hath all too short a date.”
Yes, this beautiful season always seems to pass by much too quickly, doesn’t it? And that’s why you need to make the most of every single day. There’s no question: You need to enjoy the chance to relax and reward yourself for all your hard work in the first half of the year. But, don’t forget that the next two months provide some golden marketing opportunities, as well. Fall will bring everything “Back-to-School,” Black Friday, Cyber Monday and the holidays – all rolled into one hectic, high-stakes few months. So, make good use of your time now, and you’ll be in a better position to succeed in the later part of the year.
Here are a few of my favorite ways to capitalize on summer’s possibilities:
- Stay in touch with your customers. Odds are, many of your customers are traveling or enjoying some other break from their regular routines. Why not stay in touch with them using mobile engagement strategies? Research finds that people like familiar brands and products, and that means keeping your company top-of-mind can pay dividends in the long-run. See earlier blog posts like SMS Marketing: Yes or No? and Making The Most Of Mobile Engagement for tips to help you start your mobile strategy.
- Offer special discounts and promotions. Customers always appreciate seasonal coupons and tie-ins – and summer provides countless ways for you to experiment with creative approaches. Is there a particular event (sports-related, concert, etc.) that attracts your target audience? If so, focus your attention there. Also, this may be a great time of year to “wow” your customers with a special thank-you present. Everybody gives them during the holidays. Sending a gift over the summer will help you stand out from the crowd. As with any new initiative, measure and track your progress – then use this data to plan for next summer!
- Strengthen internal relationships, too. Leverage the more relaxed business environment atmosphere during July and August to build bonds with colleagues. As we all know, strong, collaborative relationships are invaluable when so much change is happening across our organizations and when sometimes, difficult decisions have to be made. While you’re at the office, find ways to connect with your teammates and associates in new ways. Something as simple as a walk at lunch or an after-hours barbecue can go a long way towards nurturing work relationships.
- Start prepping for fall. Since some projects throttle back during the summer, now is the time to take advantage of the opportunity to start looking ahead. In fact, slower summer months can allow for deeper information analysis than might be possible at any other time of the year. Re-examine results from past campaigns. Which channels are performing well, which less so? Can you uncover new insights or trends that could make a big difference this fall?
- Recharge your creative thinking ability. It may sound counterintuitive, but one of the best ways to achieve the greatest success is to get some rest. Marketers surround themselves with technology – even on vacation. However, studies show that people who give their brains a rest can outperform those who do not. Summer is a great time to revitalize your mind for the challenges ahead. So, get away from the office. Do something fun, read a book that expands your perspective, reflect, recharge and get your creative juices flowing again.
Don’t let the fleeting days of summer pass you by. Instead, use them to strengthen customer relationships, solidify your team and refresh your creative mind. Come September, you’ll be glad you did! What strategies have you found for making the most of the lazy, hazy days of summer?
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