We’re sorry about this (really we are) but stepping up rather than stepping back in the summer is well worth the effort. We might be dreaming of sunny days, beaches and ice cream but investing in your advertising campaigns now will pay dividends later on.
July and August often sees advertising activity take a bit of a breather. With consumers prioritising holiday and leisure spend, purchases can a back seat. Many brands scale back their media schedules, preferring to wait until everyone is “back to school” in September. However, savvy advertisers know that by committing to summer advertising campaigns and using the time to take a deep dive into planning future activity, they can steal a march on their competition.
Why should advertisers run a campaign over the summer?
Firstly, it’s business as usual for many people. Sure, they might take a week or so off but otherwise they’re still very much active consumers. Whilst many sectors report lower footfall and advertising response in the summer there is definitely business to be done. There are enough people still engaged and motivated to make it worth reaching out to them, so make sure you do!
In particular, direct response advertisers can take advantage of lower media rates and increased short term availability. A general dip in the demand for space means that there are deals to be had and a drop in response levels (if there is one) is offset by cheaper media.
In addition, whilst a significant number of advertisers either scale back or take a hiatus, this leaves the market wide open for those who do run campaigns. With a less crowded field, committed advertisers find it easier to stand out. Even if they’re reaching customers in a pre-purchase situation they are sowing the seeds for sales further down the line.
It may seem counter-intuitive if you’ve bought into the idea consumers aren’t active over the summer months but July and August can be one of the most cost effective times to advertise.
Christmas will be here before we know it…
Sorry about this too, but it will. For many businesses the back end of the year is crucial. Either to maximise the lucrative Christmas period or to build a healthy stockpile of leads and sales that carry you through to January.
If you’re thinking about your November/December advertising campaign in September, you’re cutting it fine. In contrast to the summer months, the run up to Christmas sees space and airtime at a premium. Leave it too late and you miss out.
If you do find yourself quieter over the summer, use the time wisely. Plan future advertising campaigns. Think about what you want to achieve and where you want to be. Get your marketing materials in order so when interest does pick up you are ready to go.
At AJ we don’t do “down-time”
We know wasted time is a missed opportunity. This is why we’re constantly working to deliver winning advertising campaigns for our clients. In fact, traditionally “quiet periods” are often our busiest as we work hard to keep the momentum going. It works, most of our clients run advertising campaigns year-round, even those with “seasonal” products. When you look hard enough there is usually a way to run sustainable, profitable advertising campaigns, even in the off season.
If you’d like to find out how we can help your business iron out the traditional peaks and troughs in customer demand, get in touch for honest and straight-forward advice.
Click here to discover more about our services.