SEVEN SUMMER MARKETING STRATEGIES FOR YOUR SMALL BUSINESS

2022 is giving us the first official summer ‘outside’ since the onset of the coronavirus pandemic (COVID-19). This means that businesses of all sizes will be keen on capitalising on the newfound freedom that customers are experiencing in this new normal.   

The economic conditions in 2022 though is vastly different from what existed in 2020. Businesses like customers are experiencing economic challenges resulting from higher inflation rates which have increased the cost of everything from food to travel, clothing and especially discretionary spending.  

Businesses are also experiencing supply chain issues and high interest rates, all of which have pushed some prices outside of the reach of their customer base.  

Despite this however, businesses must continue to engage existing and potential customers to ensure profitability. This season of marketing requires engaging and creative marketing strategies that will benefit both the business and customer. Businesses are encouraged to not engage in selfish marketing practices at this time as many consumers will prioritise cost and convenience over loyalty at this point.

The following are seven summer marketing ideas to help small businesses stand out in this season of Pina Coladas, bikinis and sun shine days.

 

Promote Summer Sales & Discounts – Summer time is quite possibly one of the best times to have a sale. Customers are in a more relaxed mode and are more willing to spend. However, the summer of 2022 might prove to be a bit more difficult because of the economic situation. The sale must therefore be strategic. It must take into consideration not just aged inventory but items that are useful to the customer group. Incorporate tactics such as BOGO, second item at half-price and bulk pricing. The sale can also be segmented to include strategies such as early bird specials, referral discounts and discounted upgrades.

Capitalise on key events – Summer and events are synonymous. From concerts to parties, festivals, fairs, sporting events and concerts, summer provides businesses with an opportunity to generate sales around key events that attract their specific customer group. Events also provides the opportunity to increase awareness about the business through the benefit of association. Identify events that fit your business model and target market and give it your all.

Update your visuals – All seasons have a look and feel and summer is no different. Capitalise on those visuals that are uniquely summer; palm trees, sunshine, the beach and a cool drink. The visuals must reflect the look of summer and resonate with how your audience is feeling.

Launch competitions and giveaways – Competitions and giveaways provide a unique opportunity for not only increased sales but increased customer data collection and increased awareness of the business. The competition may be as simple as posting a photo of the customer wearing an item from the business or submitting a receipt to win a cash prize. Plus, this user-generated content can be used as part of the business’s social media marketing strategy.

Maintain your social media activity – While summer means going outside for fun, it doesn’t mean that the business has to be disconnected from its customers. Maintain a consistent social media presence as customers will definitely be active online. With more than 5 billion people accessing social media on their cell phones, it is very likely that your message, properly targeted, will be seen and reacted to by your customer group.

Collaborate, collaborate, collaborate – Collaboration is one of the biggest keys to business success in this time. It is a superpower for those businesses who use it as a strategy. Identify businesses with complementary products and services and work together. Join associations and other business groups such as the Chambers of Commerce to identify complementary businesses. 

Capitalise on major holidays & special awareness days – The summer months are filled with holidays and special awareness days. Start early and plan which products and services fit best into what’s happening in your environment. While holidays may be specific to your local jurisdiction, special awareness days are more often than not universal. Capitalising on these days, helps the business to be part of the wider conversation and therefore provides a better opportunity to build a marketing message around it.

Of course, the key to successful marketing strategies is setting specific goals, starting early and using tactics that will reach and engage with the target audience.