In the working world, there can be a common misconception that things slow down during the summer. You know what we mean – lazy and hazy sunshine days with kids off school, lying around the back garden in a sun lounger drinking cold glasses of fizzy pop, ice clinking off the glass onomatopoeically, making a soothing sound that signifies satisfaction. Enjoying some relaxation in the blistering heat with prescription shades on, listening to The Isley Brothers and Mungo Jerry serenading softening summer songs as the faint sound of the neighbour’s lawnmower buzzes intermittently in the distance.
Sounds great, doesn’t it? Unfortunately, it is all a dream. Summertime means staying ahead of the curve and getting ready for the autumn and winter campaigns. As Ben Franklin once said, ‘By failing to prepare, you are preparing to fail’, and never was a truer word spoken in the marketing profession. To avoid the seasonal slump, here are five summer marketing tips to keep you on your toes during the sunniest time of year.
Preparation is key to staying ahead of competitors. As summer winds down, people’s minds begin to wander, with beach barbeques and hotel holidays foremost in their thoughts. Remaining focused on the upcoming busy schedule will help you stay ahead of the competition. This is the time to put in the work so look at your schedule, plan accordingly and prepare a reasonable timeframe to achieve goals. There is no need to overdo it, make sure you enjoy those warm days – the weather will still be there when you finish up – but just know, the work you prepare during this time will pay off in the future. Even what may seem like very light planning and putting future pieces into position are hugely important. When you try to cram three months of planning into a few weeks it can be unnecessarily stressful. Prepare accordingly and set yourself up for success.
Availability is key in the industry. Making sure someone in the team is ready to help and always available to assist is pivotal. While some phones are going straight to the answer machine, or an ‘out of office’ email reply bounces back, you and the team are on call and ready to assist during the summer. If there is an emergency then clients want to know you are ready to assist. Always ensure that if the team are booking leave, they do not all do it at the same time. It is important to always have someone there to help, as one interaction can make all the difference. Knowing there is someone available is reassuring and may make the difference in retaining clients or even attracting new ones.
To borrow a sports metaphor, summer is perceived as a pre-season friendly for many industries. However, when it comes to summer marketing, it should be seen as the main event, the Olympics, World Cup, Wrestlemania. You are ready to attack, fully focused on the tasks at hand. While others will be returning after an extended break you will be at your optimum peak level. Let’s face it, we all know returning from a holiday means a day or two will be wasted upon returning. That is not to say there won’t be work completed, but having to respond to a holidays’ worth of emails, returning calls, chasing up voicemails – not to mention wading through general enquiries – is a long and arduous process, one that will absorb a large portion of the first day back. Sometimes the thought of ‘why did I even book a holiday in the first place?’ will enter the mind. Different businesses prepare for autumn in different ways, but knowing where to place your focus is key. By remaining alert your momentum will not be lost. The advantage is yours, maximise it.
This time of smaller workloads can be used to strategically plan for the upcoming autumn and winter seasons. Busier times are on the way so it’s advisable to plan ahead now. Execute efficiency with your colleagues and create a sense of urgency – treat it like the target date is already here. Set reasonable deadlines and focus on implementing early ideas ahead of time. By doing this, you can create momentum with these initiatives. Do not wait for results, you have the advantage of having time on your side, so exploit it! Preparing for Halloween and Christmas seasons in summer is, essentially, just common sense. You may still be busy, but it may begin to get hectic soon so use this time wisely. If you were making Christmas dinner you would not wait until December 23rd to buy food, so embrace implementation and put your plans into effect early. The last thing you want is to cook the goose.
5) Recharge the batteries
You still must have downtime, so make sure you do not overdo it. When your working day is done make sure you spend some quality time on yourself. Take the dog for a walk, go to the beach, buy ice-cream with the kids, visit friends and neighbours, read that book, go to the cinema, theatre, or musical gig. You can slyly check those emails if you want – but unless there is an emergency on the other end, be like a Disney Princess and Let It Go. Remember to eat well, sleep well, hydrate with your liquid of choice, get that battery recharged. Everything will be there for you when you are ready for it.
By following these five simple steps you should give yourself a good head start on the rest of the year’s work. Always look forward, see the wood from the trees and remember preparation is the key to success. If you can’t get enough of these tips, you can find more here.
Contact us today, we’d love to hear about your unique business and discuss how we can help you reach your marketing goals.
“The more time you spend contemplating what you should have done, you lose valuable time planning what you can and will do.” ― Lil Wayne, Rapper