Memorial Day is two weeks away. As the weather changes, your marketing should be changing, too. Here are three ways to adapt campaigns for the laid-back summer news cycle:
1) Use proactive publicity campaigns
The news cycle tends to slow down during the summer months. This presents an opportunity to reach out to journalists with proactive pitches. Reporters still need to produce content and may be looking for stories.
Avoid releasing major news during the summer. Journalists, customers and other key audiences may be on vacation and not adhering to their normal schedules. That being said, if you are struggling to get into the news, this downtime may present an opportunity to be heard while your competitors are “sleeping at the wheel.”
The summer is an ideal time to build media relationships with relevant trend stories, customer success cases, industry insight from your CEO and the like. When things pick back up in September, reporters will remember you.
2) Focus on social
Your customers may be on vacation or working flex schedules, but you can still keep them engaged. Summer social media ideas might include:
- Creating a Twitter hashtag for customers to tweet their summer plans
- Inviting customers to share their best summer pictures on Facebook or Instagram
- Challenging customers to share a picture of themselves using your product or service while out of the office, if applicable
Introduce these campaigns a few weeks ahead of time through social channels and emails to get your customers ready to participate.
3) Publish bite-sized content
Although customers might not be at their desks, they’ll still be checking their tablets and smartphones for email and social updates. Make sure your content is optimized for smaller screens. Create bite-sized content that gets to the point and gives customers the option to click through for more information
Don’t let the marketing momentum you’ve been building up all year fizzle out over the summer. Keep your brand in the minds of both press and customers and you’ll hit the ground running come September.
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