Planning Your Summer Marketing Efforts Part 1: Who, What, When, and Where

Even if there’s still blustery spring weather where you’re at, it’s not too early to start planning out the summer for your small business. Marketing can be difficult in the summer as many consumers tend to focus less on business and more on family fun. However, that doesn’t mean you can’t engage your clients in your business during those long hot months. Getting an early start on summer planning helps those promotions and events run smoothly and eases your stress. Use the month of April to quickly map out the who, what, when, and where of your summertime business plans.

  • Who: Make two lists here. Who #1 is  which of your employees is in charge of what summer events and promotions. Let them know what aspects they’ll be managing and what the expectations are. Who #2 is the people you are reaching. Are you planning extra appreciation around your current customers and clients with a summer party? Or are you planning to launch marketing promotions solely to grow your current clientele? Knowing the people involved and the audience behind your summertime marketing efforts is key to success.
  • What: Don’t overdo it, but set ambitious goals for your company. Make a plan for reaching x amount of employees or $xyz in sales by the end of the summer and plan the “what” to make it happen. It could be digital marketing, like a series of blog posts or email campaigns; on your site, like coupons or summer sales and specials; or physical, like a party, an ice cream social, or a softball tournament. Of course, not all of these events would work for all businesses, so choose what works for you and your clients and roll with it.
  • When: Keep key summer holidays in mind when planning your events. Something like a digital coupon or email promotion will work better over Memorial Day, Labor Day, or the Fourth of July, but obviously physical parties and in-person events may not attract as much of a crowd during these family-centered holidays. Use the holidays to your advantage, but make sure you do so properly from a marketing perspective. Summertime is busy for everyone, so plan events around what works for your clients and employees who will help you reach your goals, not the other way around. Do some research and post the events on social media/send emails around the time of day that your targeted audience is most interactive.
  • Where: If you’re holding in-person parties and events this summer, be sure to book your locations early. April and May is a great time to book pavilion, parks, and events centers for events happening in July and August. You’d be surprised at how quickly they fill up.

By getting the larger details of your marketing promotions laid out early, you can save yourself a lot of time and stress down the road. The small details like specific email text, party decorations, and what food to serve can be delegated to employees and worked out in May or June. Maximize those warm fun summer months to grow your business and have some fun with clients and employees.

See part 2 and part 3 of our summertime marketing series for even more great tips.

 

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