The summer time – A time filled with BBQs, pool parties, and best of all, summer vacations. According to BMO’s newly released 2012 Summer Travel Survey, more Canadians are planning on taking a summer vacation this year compared to 2011. In fact, 84% of the Canadians polled plan to take a vacation in 2012, a 5% increase from 2011. But while everyone is busy hitting the beach and sun tanning, business starts to decline and the “summer slump” kicks in.
Instead of watching the days go by and counting down to the fall, it’s time to take advantage of the summer slowdown. Here are a few tips to help you turn the summer slump into a success.
Get To Know Your Customer
Peter F. Drucker famously said, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” But how well do you really know your customer? When was the last time you did a consumer profile? Now you can finally take the time to get to know your customer so you can target them more accurately in future campaigns. Performing a data analysis to gain consumer insights help can you increase your ROI and marketing success. So take this opportunity to conduct a thorough consumer profile to find out if your customer really is who you think it is.
Research, Research, Research
Research is the foundation of every marketing effort and summer is a great time to start. Since you’re not busy running around trying to complete hundreds of projects, you can finally take the time conduct market research and research new business opportunities. According to Hubspot, “Market researchers can get more quantitative insights from their marketing analytics — about everything from how people consume information, to what they think of your product, service, or brand, to what problems they’re facing in your industry that you might be able to solve.” So if you’re looking to expand into a new market or develop a new product, take the summer as an opportunity to invest in market research.
Know who your customer is? Check. Completed your research? Check. Now that you’ve done your homework use this as an opportunity to plan ahead. Take the time to create content calendars, editorial calendars, and work back schedules for the months (or year) ahead. This will help you stay on track for the rest of the year and jump start your fall strategies. Make sure that you don’t miss out on marketing opportunities by planning your activities in advance.
Have you been dying to try out a new idea? Summer is the best time to experiment with new marketing strategies. Brainstorm new promotional ideas, discover a new social media platform, or test a new direct mail piece. Turn the summer into a time of innovation and get those creative juices flowing.
Whatever you do, whether it’s exploring new business opportunities, developing new ideas, or planning ahead, make the summer slump work for you.
Got other tips to help beat the summer slump? Share them with us below!