Summer means vacation for many consumers, and while we know that TV advertising is a powerful marketing channel, it can't reach customers everywhere. Fortunately, there are other marketing tactics that ensure a high ROI even during the summertime months.
When you combine your efforts into an omnichannel strategy, your marketing is even more successful. Seventy-one percent of customers want a consistent experience across all channels, but only 29% say they actually get it. Consider adding these four summer strategies to your existing marketing mix to wow - and convert - your customers.
In today's climate, consumers want to know where their favorite companies stand on important social issues. Cause marketing shows your target audience that your brand is committed to helping communities in need. Purpose-driven brands grow their market value four times faster than companies without a defined mission.
Having a purpose-driven cause marketing campaign also increases your brand's trustworthiness. Customers are four times more likely to trust companies with clear missions to make the world better. Your customers getting the products they want while supporting a good cause is a win-win for all parties involved.
Consumers are drawn to brands that cater to their interests. And one of the most popular ways to showcase your brand's lifestyle marketing is through a television segment. This allows you to showcase your brand's products in long-form content that informs, entertains, and lends credibility to your business. After segments are aired, you can post them to social media, so they’re easily accessible for consumers on the go.
Print ads are also a popular way to align your brand with a particular lifestyle and attract new customers. Tourists traveling by car or plane often read magazines to pass the time en route to their destination. Being seen in a national magazine can help legitimize your brand over the competition.
Social Media Engagement
In 2020, Sprout Social reported that half of all consumers said they spend 50% more time on social media. This is an excellent opportunity for advertisers to take advantage of social media engagement. After following a brand's social media account, 85% of consumers recommend the brand to their peers. Even better, 89% were found to buy a product from the company's website.
Interacting with your customers on social media is a great way to establish brand loyalty. Many consumers prefer resolving an issue on social media compared to other support channels. Increased engagement from consumers also boosts your company's social media page to the top of users' recommended pages.
You can ask your followers about their summer plans, then offer suggestions on how your company's products can improve their vacations. You can even take it a step further and incentivize customers to buy your products with exclusive promotions.
With digital targeting, you're not just limited to an audience that watches television daily. When your brand has more accessible advertising platforms, you can effectively reach your target in every demographic. This is especially important for brands that market to millennials and Gen Z customers, who are more accustomed to technology.
Another benefit of digital marketing is being able to track your advertising campaign's results in real-time. Using data and analytics, you can see who reads your online content and what content is getting the most engagement. This allows you to effectively modify your advertising strategy as needed.
Email marketing is a great way to reach customers when they're out and about enjoying the warm weather. Hubspot data also shows that email engagement has increased by 80%. Instant messaging advertising also has a higher engagement rate than SMS messaging, which many users associate with spam texts.
Creating Seasonal Marketing Strategies on the Gulf Coast
Your target audience is more likely to support your brand during the summer when they’re reached through accessible advertising channels or inspired by a purpose-driven message. A media partner can help your brand create the best Gulf Coast seasonal marketing strategy to truly wow your customers.