Business Marketing: Are You Content To Take The Summer Off?

The multiple heat waves that we have experienced during the past several weeks have made it feel like we're already in the grip of summer. The reality is that summer has just started. Does your business change to adapt to the summer season? 

Interestingly, many of the contacts with the businesses and vendors that my firm deals with seem to go into the Federal Witness Protection Program between now and the Tuesday after Labor Day. My clients are working six-day weeks (which sounds great to me!), but as business owners, we are generally working seven-day weeks in response to the needs or our clients. 

Do you "roll in the sidewalks" for the summer months?  How do you adjust your marketing to match the combination of your adjusted summer schedule as well as the needs of your clients and prospects?

A good rule of thumb is that in our region of the country during the months of June, July and August, between 10 and 15 percent of the population is on vacation at any given time. 

This means that between 85 and 90 percent of the population is at work, at home and looking to do business with you! Given that, does it make sense to stop marketing to them during the summer because some of them aren't around?  No! 

In fact, precisely because many businesses hang up the "Gone Fishin'" sign at this time of year, your marketing dollar can go even further. Why is that? Two reasons: First, demand is generally lower among media outlets, so you can get more bang for your buck.

If you want to confirm this, note the increase in the number of "lower-end" commercials on either broadcast TV or local cable. You can generally spot these easily because the business owner's children or other family members will accompany them in their commercial. 

The second reason is that you can increase your share of voice now when your competition is not advertising. This one-two punch to the vast majority of potential customers not on vacation and ready to do business will position your business much more favorably to realize a great summer selling season, putting you into a much more solid position for the final third of 2011.

If you need more guidance in putting together a summer marketing plan, feel free to reach out for a no-obligation consultation online at www.NLAWorks.com. We are here to help you succeed!