Why Brands Shouldn’t Take a Vacation from Summer Marketing

Blake Reynolds

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Kids and teachers alike are counting down the days until summer vacation, while parents everywhere are scrambling to make summer plans to keep kids from the near-fatal summer ‘boredom’.

While summer is historically a slow time of year for sales, retailers need not take a vacation from finding creative ways to market products to consumers. Summer break, for most consumers, means activity-planning for the long days ahead when kids are out of school and searching for ways to spend their now free weekdays. Instead of letting your business and marketing efforts lose steam, choose to leverage this consumer search with your product as a ‘fix’. Let your product step in to save the day, relieve pressure from parents, keep kids busy, and make this the best summer yet.  If you take the time to make some extra effort during the slow time of the year, it will help to ‘lay the groundwork for future success once business picks up again.’

Need proof? Take AT&T for example. This well-known cellular service provider took full advantage of a season most brands and retailers neglect in the summer of 2014. AT&T leveraged the help of a handful of millennial Youtube Influencers to create a digital video series that ‘existed solely on social media channels’. These 5-10 minute installments racked up a whopping 20 million views in the summer they launched, significantly increased their social following on Youtube, and various other platforms like Snapchat, Twitter, Instagram, and more.

So, how can your brand leverage this kind of potential? Find a way to connect with your target market. A huge opportunity in the summer time is families with kids. Summer, for most families, means finding a way to increase activities for kids while still staying within a budget. How can you leverage these consumers’ goals? Creative, budget-friendly ideas for how consumers can use your product this season. Que influencer-driven content. Consumers trust other consumers, and that’s why our influencers make a difference in your marketing efforts. These influencers are in the same realm as the people you are targeting – meaning they have the same summer problems and needs, but ideas for solutions. Take a look at the ways the influencers within our community have taken brands like yours and made them into fun solutions to the summer slump.

Andrea from SaltyCanary.com shares her favorite summer must-haves, including John Frieda products, her secret to getting those beachy waves we all swoon over!

Gina from Pinkwings.com shares how she uses coke to complete her summer picnic spread!

Need to cool down? We love this amazing Seranno Cucumber Margerita recipe from the Michael Hultquist on SoFabFood!

We love this DIY idea by Dee of MeatloafandMelodrama.com using noodles to make lightsabers for the pool!

Feeling outdoorsy? We love this s’mores bar on GentriLee.com. It’s the perfect idea for an outdoor gathering or camping night with friends & family.

As you can see, our influencers have no shortage of ideas of how to make this summer easy, creative, and fun using a variety of products. Summer doesn’t have to be slow for your business – it can be a pool of opportunity for those who choose to dive in!

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