Marketing in the summer: should you take a break or make the most of it?

For many businesses, summer is a time when marketing campaigns are put on the back burner. Customers are on holiday, colleagues are away, and it’s often assumed that campaigns won’t perform as well. But is that really the case? In this blog, we’ll look at whether summer actually offers an opportunity to stand out with your marketing and what you need to bear in mind.

Less competition, more attention

In the summer, many companies choose to scale back their marketing activities temporarily. As a result, there is less competition for your target audience’s attention. Whereas the letterbox or inbox is normally filled with offers and campaigns, your message can actually stand out more.

Above all, a creative mailing can make all the difference here. An eye-catching design or unique packaging grabs attention and invites the recipient to open it. What’s more, physical post isn’t usually thrown away straight away. Is someone on holiday? Then there’s a good chance the mailing will still be looked at when they return, meaning your message won’t be lost straight away.

By making clever use of this quieter period, you increase the chances of your message really being noticed. Especially when others are holding back.

Tailor your timing to your target audience

Whether these warmer months are a good time for marketing depends on your target audience. Are you targeting consumers? If so, summer could actually be a good time. Do you mainly work with businesses? If so, it’s wise to take holiday periods and key decision-makers into account.

Make strategic use of the summer

It’s also a good time to nurture relationships, test a new campaign or start generating interest for the period after the holidays. You’ll then reap the rewards of this after the summer!

Conclusion

Marketing certainly doesn’t have to come to a standstill in the summer. On the contrary: with the right timing and a creative direct mail you can actually benefit from a quieter market and greater attention for your message. Sometimes, the very moment when others are doing nothing is the best time to make yourself seen.