How to change up your online marketing campaign for summer

Refreshing and rethinking a marketing campaign during summer is vital. Having the same marketing campaigns for a continued period of time can make the campaign dry up. This short blog will provide summer sale ideas for companies who are struggling to rejuvenate their campaign and sales this summer.


The Power of Social Media

According to a recent study from Pew Research Centre, nearly 70% of US adults are Facebook users. Companies need to utilize the overwhelming amount of social media users to increase their sales during the summer. There are a lot of methods companies can use to change up their online marketing campaign for the summer. Most consumers are on vacation mode, so most of them would spend significant time on social media. Companies should take advantage of this situation to market their products. This can be anything but the fun the campaign is, the more likely the summer sales to rise. A good way to engage customers is to run a contest on one or all of the social media not only it will engage customers, but it will increase visibility of the brand. Creating summer themed exit intent pop-ups can reduce cart abandonment. This can be any valuable information provided to the customer such as promotional code or email subscription. The next method will take more effort but will have enormous benefits in increasing potential sales. Creating a whole new section/page to showcase new products or hidden products will bring customers attention to them. This will be helpful for customers to see all the summer products and there needs to be a summer theme in the front of a company’s mind. By refreshing the homepage using light and sunny graphics will make the site look fresh and up to date. The BRC-KPMG Retail Sales Monitor for three months in 2017 (June-August) showed online sales increased by 0.6% in the UK. No better time to change your marketing strategy than in time for the summer.


Successful Summer

A personalized summer campaign is good for companies to satisfy consumers’ requirements. It makes a company look more put together and responsive as a brand. Changing up online marketing campaign for the summer brings a lot of emotions to the brand which guides customers to feel their way into buying the company’s products. This would not happen if companies’ websites were generic all year round.


New Season – New Product

Many companies benefit from season-specific campaigns. The main reason is that it shows to their consumers they can provide relevant and valuable content. This makes the brand to come across as flexible or adaptive, creative and emotionally connected to the consumers. Season specific campaigns can target a larger number of consumers which drive more traffic.  Sometimes it is easier to offer certain products and services during specific seasons. By changing and freshening up, the marketing campaign will increase potential sales. Customers are more likely to buy a unique product or service specifically designed for the season. Sometimes, summer marketing campaign can be simple and re-used every year. A good example of this is the use of banners such as ‘Summertime Sale’. The simple language used on them doesn’t need to be changed every year. Re-using such things decreases the cost spent on marketing campaigns.


Specify your campaign

Season specific marketing campaigns have a few downsides to them, but nothing major. If campaigns are not executed properly, a company can lose out on potential revenue. This can include wasting money on testing product concepts and ideas for them not to work for consumers. This is not always company’s mistakes but events which happen out of their control. It can be time consuming if a company chooses to redo their whole site. But it is more likely to raise brand awareness if done so.


For a lot, companies’ seasonality matters in increasing profits. Not all companies need to spend massive amounts of money on tailoring their campaigns for the summer. A concise plan and certain methods can make changing the marketing campaigns cost effective. There are many benefits of summer marketing campaigns including an increase in sales, more traffic to the site and brand awareness. The briefly introduced methods at the beginning should be utilized by a company to enjoy benefits, such as higher sales and more traffic to the site, this summer.

Dorian Koci

Dr. Dorian Koçi is a historian, Director of National Historical Museum of Albania and lecturer in Tirana State University, Faculty of History and Philology and New York University of Tirana.