- Summer Marketing: A Guide to Sizzling Summer Campaigns
- Summer Campaign Inspiration
- How Seasonal Factors Shape Consumer Behaviour in the Summer
- The Summer Effect and The Power of Social Proof
- Influencer Marketing: An Essential Summer Tool
- Social Media Monitoring and Engagement
- Tying Campaigns to Popular Summer Activities
- Winning Tactics for Your Summer Campaigns
Summer Campaign Inspiration
Before we embark on our own summer promotional journey, let’s take a moment to look at some inspiration:
Share a Coke with…
Coca-Cola
Very few things are better than opening an ice-cold coke while watching the sunset on a beautiful sunny day spent at the beach with your loved one during the summer holidays. And that’s why Coca-Cola’s “Share a Coke” campaign is a prime example of a successful summer promotion that invoked reminiscent feelings of fun in the sun and sharing good times. This campaign brilliantly swapped the ‘Coca-Cola’ brand name on one side of their iconic bottles with 250 common names, compelling consumers to pick up more bottles than usual, looking for their name or a friend’s name.
The success of this campaign was evident in the numbers. With a rise in sales by a phenomenal 11% in the US and an increase in the number of teens trying Coke, the campaign proved a winning strategy. It showcased that personalisation and emotional connection can make a marketing strategy successful. Plus, it stirred a buzz on social media as consumers eagerly shared pictures of bottles with their names, creating authentic user-generated content.
Go Near
AirBnB
Despite 2021’s ongoing travel restrictions, AirBnB made waves with its “Go Near” campaign during the summer season – their first global marketing campaign in five years.
This campaign was designed to encourage domestic travel and vacation rentals, creating a sense of summer adventure even close to home.
By offering special discounts for summer bookings and spotlighting beautiful local properties, Airbnb made the joys of summer vacations feel accessible and appealing despite the limitations. The company also used a campaign-specific hashtag to encourage users to share their unique local travel experiences, triggering a wave of user-generated content on social media. This strategy not only extended the campaign’s reach but also reinforced Airbnb as a trusted choice for summer travel.
The “Go Near” campaign beautifully illustrates how a brand can adapt to changing circumstances and leverage the summer season’s essence to resonate with their audience. It shows that with an audience-centric approach, marketers can tap into the positive emotions associated with summer, resulting in a successful campaign even in challenging times.
#FrappuccinoHappyHour
Starbucks
When we think of Happy Hour, we usually imagine winding down at the local pub after a day’s work. But Starbucks ingeniously redefined this concept with its summer campaign – the “Frappuccino Happy Hour”. Offering discounted prices on their popular Frappuccino beverages during select hours of the day, Starbucks smartly capitalised on our thirst for cool treats during the scorching summer days.
This offer was only for a limited time, cleverly evoking a sense of urgency and exclusivity, spurring customers to enjoy their icy Frappuccinos before the deal melted away. (Read more about limited time offers and why they were work here). Using social media to generate buzz, Starbucks encouraged followers to share their Happy Hour experiences, thereby fostering a sense of community and expanding the reach of the campaign. Combining discounted pricing, limited-time offers, and social media engagement, Starbucks’ summer promotion was a resounding success.
How Seasonal Factors Shape Consumer Behaviour in the Summer
As the sun shines brighter and the days grow longer, we see a clear impact on consumer behaviour. The season sparks a more carefree and adventurous mindset in people. They start seeking experiences that complement the essence of summer: fun, relaxation, and a little bit of adventure.
Everyone Loves Some Sun
Sunlight exposure boosts the production of vitamin D in the body, leading to increased energy levels, improved mood, and a more positive outlook. This mood shift makes people more receptive to engaging with brands and making purchasing decisions.
More Time Outdoors
The allure of the warm sun and a gentle summer breeze encourages people to spend more time outdoors. This behavioural shift opens opportunities for brands to align their campaigns with outdoor activities and experiences. Brands can tap into these preferences to create a sense of relevance and meet consumers’ needs during the summer season. This increase in outdoor activities dovetails into our next point – summer is a time to be social.
Summer: A Time to be Social
Longer summer days provide more daylight hours for social activities and leisure pursuits. This increase in socialisation presents opportunities for brands to connect with consumers during social gatherings, parties, vacations, and community events. These sociable summer activities consequently lead to changes in consumer purchasing patterns.
Influencer Marketing: An Essential Summer Tool
Don’t underestimate the power of influencer marketing. Around 61% of consumers trust influencers’ recommendations, while only 38% trust branded social media content. Collaborate with relevant influencers in your industry who have a strong following and credibility. Their endorsement of your product or service can significantly influence consumer perceptions of your brand and boost your sales. Yet, to amplify the effect of influencer marketing, it’s also crucial to monitor social media platforms for mentions of your brand and products.
Enhance Campaigns with Our Sales Promotion Workbook
A 10-step guide for sales promotion planning, from goal-setting to post-campaign evaluation.
Tying Campaigns to Popular Summer Activities
Seasonal Product Demand: Consumers tend to seek out products and services that are associated with summer, such as outdoor gear, home and garden furniture, seasonal clothing, and vacation packages. Brands should aim to align their offerings with these seasonal preferences that can attract a larger customer base and boost sales during the summer months.
Vacation and Travel: Summer is a peak season for travel, leading to higher consumer spending on transportation, accommodations, dining, and entertainment. While travel-focused brands naturally benefit, this shift also opens up avenues for businesses offering related products or services. Think travel gear, portable gadgets, or location-based experiences – there’s plenty of scope to capitalise on the summer travel boom..
Health and Wellness: With warmer weather and an increased focus on health and wellness during the summer, consumers often gravitate towards activities and products that promote their well-being. This can include increased interest in fitness equipment, outdoor activities, health-conscious food options, and personal care products. For brands, this is the opportune time to highlight products and services that can aid consumers’ pursuit of a healthy and active summer lifestyle..
Refreshing and Cooling Products: As temperatures rise, consumers seek ways to stay cool and refreshed. This leads to increased demand for products such as beverages, frozen treats, air conditioning units, and summer clothing made of lightweight and breathable materials. So brands that highlight the cooling and refreshing aspects of their products can appeal to consumers’ summer-specific needs and preferences.
Understanding these changes in consumer behaviour and purchasing patterns allows us to tailor our messaging, product offerings, and promotional strategies to meet the needs and desires of our target audience during the summer season.
Winning Tactics for Your Summer Campaigns
Having absorbed the essence of summer and its influence on consumer behaviour, it’s time to put our knowledge into action. Here are some key strategies to ensure the success of your summer promotions:
Craft season-specific messaging: Regardless of your business, the season can influence the way you communicate with your audience. Adjust your marketing messages to evoke the emotions associated with summer. Phrases like “keep cool with us this summer” or “summer savings” can help tie your brand to the season.
Create captivating visuals: Even if your product or service doesn’t scream ‘summer’, your visuals can. Use vibrant, eye-catching imagery that reflects the energy of the season. This can help customers connect your brand to their summer experiences.
Offer irresistible limited-time promotions: Tap into the power of FOMO (Fear of Missing Out) by creating time-limited offers that create a sense of urgency and exclusivity during summer. Highlight the limited availability of your products or services to motivate customers to take immediate action.
Leverage social media and user-generated content: Encourage your audience to share their summer experiences with your brand through hashtags and user-generated content campaigns. Everyone loves showing off on social media when they’re doing something cool. This not only generates buzz but also creates a sense of community and authenticity around your brand.
Host Events or Webinars: Consider hosting summer-themed events or webinars related to your industry. This could be a networking event, a product launch or demonstration, or an informative session. Even businesses not directly related to summer can use this time to interact with their customers and provide them with valuable experiences and information.
Educational Content and How-To Guides: You can create and share content around your products – how they can be used, tips and tricks, maintenance guides, etc. This is an opportunity to engage with your audience and establish your brand as an authority in the field. For example, if you sell home heating systems, you can create content on how to maintain and prepare your system during the off-season to ensure it’s ready for peak performance in the winter months.
As the temperature rises and the excitement of summer builds, we have the power to harness the season’s energy and infuse it into our marketing campaigns. By learning from the triumphs of past summer promotions we are poised to make a splash in the market.
So, fellow marketers, let’s embrace the sizzle of summer promotions, create unforgettable experiences, loyal brand advocates and watch our businesses bask in the sunshine of success. The stage is set—now it’s time to make this summer one to remember.
Related articles
Our Readers’ Favourites: A Look Back at 2024’s Key Insights
Read time: 14 mins
Brand Awareness: Tackling the Measurement Challenge and Proving Its Value
Read time: 14 mins
Influencer Marketing: The Winning Strategy for Your 2024 Summer Campaign
Read time: 9 mins
Summer is a time of leisure and adventure, with people embracing various activities that define the season. By aligning our promotions with these popular summer activities, we can maximise relevance and engagement.
To make your own campaigns shine, consider how your products or services can enhance the summer experiences your customers cherish. Whether it’s offering special packages for beach vacations, organising outdoor events, or partnering with influencers who embody the spirit of summer, there are endless possibilities to align your brand with the activities that resonate most with your audience.