By | Craig Middleton
As a business owner, you want your brand to be successful year-round. However, that doesn’t mean that you should try the same strategies every season. Some techniques work better in the summer than they do in the winter. This is because seasons come with variety, holidays, and local events. Adjusting your marketing techniques based on current times will keep your business relevant and customers will continue to be interested in what you offer. The following six strategies will help you make your sales sizzle during the summer months.
1) Start Some Seasonal Marketing
Run a summer promotional campaign that gets people excited about visiting your business. The specifics of this will depend on your products and services. However, it could be as simple as offering a special sale around key summer holidays such as Memorial Day, July Fourth and Labor Day.
Alternatively, you could find the products in your catalog that best fit the summer months. You could then offer special discounts on those items all summer long. Consider providing tiered discounts. In other words, people get a better deal when they buy multiple items.
2) Host an Event
The summer months are a social time for most people. Our current state of the world makes it difficult and unsafe for large gatherings, but there are still ways to host an event that follows CDC guidelines. Most people are itching for a way to get out of their house without risking the health of themselves and others. This is why an event that practices social distancing and mandatory masks could be a huge success. Consider hosting an event that could get people physically in your business. This could be hosting an outdoor show or concert. It could also be having a happy hour (provided that local laws allow it) to help people unwind on a Friday afternoon. Sending out emails for people to RSVP during a specific time slot allows for many people to come in and out without overcrowding your space.
Event marketing can be very powerful. It doesn’t only apply to visiting conferences and other industry events. It can also be hosting some summer fun at your place of business. Think about what events will get people talking about your business and their great experience.
3) Update Your Exterior
Invest some time in making sure your business exterior is in tip-top shape. If you live in a warm climate, getting some people to take care of the landscaping is especially important. For example, lawn care Las Vegas businesses need to have a service provider come by consistently throughout the summer. Keeping the outside of your business building up to date and clean, reflects the way your business runs on the inside. Nobody wants to walk into a building that feels uninviting or dumpy. It can be easy for businesses to overlook this part of marketing strategies, but taking care of your building’s exterior truly does make a difference on how consumers analyze and judge your business.
Consider also making some changes. For example, if you own a restaurant, try setting up an outdoor dining space. If you have a business that sells summer-related goods, try setting up some outdoor product displays. People love being outdoors during the warmer months of the year, since it is usually something they can rarely do once fall comes around. Especially during COVID-19 times, if people choose to go out to eat or shop, most prefer to do these things in an outdoor setting. This is because it’s easier to create more space around others while outside and it’s more comforting to not be blocked in by four walls while breathing in the same air as everyone else.
4) Invest in Your People
The people on your team are what makes the wheels turn at your business. So, don’t forget to invest in their happiness and well-being. Summertime could be a great chance to do some extra training. If your employees are still working from home, it could be a great idea to host a group video call at least once every few weeks to catch up and go over work topics. If you feel as though your employees are struggling with being productive from home, talk with them and go over additional training to help them adjust into this new way of working. Staying consistent with your communication will make a difference in how your employees are performing.
Summer is also a great chance to work on your team culture. For example, you could host a team event such as a picnic or hike. These activities can easily be done while social distancing and wearing masks when necessary. Even though your team should be staying at least six feet apart, seeing everyone’s face in person will help your employees feel connected to each other, and therefore, more connected to their work. Your team members work hard all year for your business. Don’t forget to use some of the summer to give back to them for their efforts. Happy team members make a business more successful.
5) Give Back
You could run a summer of giving campaign. For example, you may give a portion of each sale to a local charity. This can work even better if the charity is summer-related such as a conservation effort. Giving back during the summer months is a nice way to get your business more involved with the community around you. Additionally, it helps bring the summer’s positive vibes to your brand. Getting the word out about a charity campaign will also boost your company’s reputation and bring in more customers. People look for businesses that care about their community and current issues. Showing that you aren’t just a money hungry corporation will draw in great recognition and reviews from the people you come in contact with.
Another great idea is to volunteer with your team members. This can be a nice way to build bonds while also doing some good. Volunteering can be fun when you make it fun! Take photos of your good works and post them on your business social media with captions that describe what you did and the great experiences you had. This is a subtle way to build a good reputation.
6) Get Social
Social media is an important communication tool for any brand. During the summer, it is especially important because people are more engaged with their communities and interested in events and activities. Getting more active on social media can give you an opportunity to engage with customers on a two-way basis. Customers will feel more connected to your brand and in return, support what you sell. Posting photos and captions that match current trends will make it easier to gain a following. Pay attention to important analytics on your social media platforms such as age range, gender, and activity of your followers. This helps you to know how to market to your followers. Instagram is a great example of a platform that shows useful information about your business account and followers.
Using social media can help you promote any events or sales promotions you may be offering during the summer. Plus, it is a relatively accessible marketing channel.
Try some of the above strategies to make your brand sizzle this summer. Additionally, you can find many other techniques that work during other seasons. When you customize your strategy to the season, you will see better results.