Seasonality can drive consumer behavior, and the slow season — summer — is trouble for marketers. However, Summer Marketing 101, a report by Marketo, says marketers can take advantage of the season. Here’s how.
Warm temperatures increase conformity.
According to the Journal of Consumer Psychology, warm temperatures increase perceptions of social closeness that makes people consider opinions of others and susceptible to conformity. This emotional warmth makes them more likely to buy from you.
You know what your consumers are doing.
You know the type of activities your consumers are going to be engaging in during the summer months. Plan for them to be outside more, traveling, and spending money on entertainment. This should feed in marketing strategy.
Take advantage of the summer holidays.
The U.S. summer holidays include Memorial Day, Independence Day, and Labor Day. These are all opportunities to make specific campaigns. Along with these holidays, marketers can also plan for college graduation or moving in day.
Create a summer campaign strategy that leverages the aforementioned factors and decide who you are targeting and what channels each target is using during the summer.
To learn more, you can download the full report Summer Marketing 101.
Join the conversation