Small Business Saturday Blog
Top summer marketing tips!
Wednesday, August 15, 2018 at 17:02
Summer is now well and truly uponus — and what a summer it’s turning out to be! This season can bring boomingsales or a challenging slump depending on the type of business you run. Butwhichever category you fall into, it offers a unique opportunity to approachyour marketing with extra creativity. Here are some ideas from our friends at Square to help you use thegreat British summertime to the full.
Do something for the kids
The school summer holidays can bea testing time for parents, so they’ll be seeking out activities to keep thekids occupied. To lure them to your business, you could host kids’entertainment like storytellers, a bouncy castle or a simple setup withpencils, paper and puzzles. As much as this entertainment is for the littlepeople, you’re providing respite for mums and dads too, so use the opportunityto make them aware of your products — cafés can have summer mocktails onstandby, salons can give discounted treatments and shops can simply offer therelaxation of being able to browse without distraction.
Collaborate with other businesses
All kinds of businessesexperience a dip in footfall and sales through the summer, so why not clubtogether and pool your marketing efforts with someone else? You could set up aproduct stand in each other’s stores, or run a joint social media campaign tohighlight summertime offers.
Before you choose someone topartner with, ask yourself these questions:
Is there any risk of competition?
Do they share my company’svalues?
How much exposure and extrabusiness can they help me get?
If it’s a good fit, get thedetails down in writing to make sure everything happens fairly.
Create an ‘awareness day’ event
With businesses competing forattention through the summer, this is a time to avoid generic events and drawpeople in with something more imaginative. August and September are packed withawareness days that can be used to inspire an event fun and memorable, such as:
International Vulture AwarenessDay - September 1
Roald Dahl Day - September 13
Whatever your theme, cater forthe tastes of a sun-hungry summer crowd. Dress up your shop front with brightcolours, theme your dishes and definitely use your outdoor space if you haveone.
The added benefit of theming yourevent around an awareness day is that you can tap into the wider marketingactivity taking place. This could be as simple as using relevant social mediahashtags throughout your promotion.
Run flash discounts
Discounts are a tried and testedmethod of incentivising people to buy your products. During the summer lull,it’s time to think outside the box and use the power of the moment to drivebusiness. As an example, the British summertime is notoriously unpredictable,and for a tea room that serves hearty, homely cuisine (not typically asummertime favourite), those unexpected rainy days are an opportunity to offercatchy discounts to drive footfall. To create a sense of urgency, post atasty-looking photo on social media and let people know how little time theyhave left to catch the discount.
Change your opening hours
As the seasons change, so too docustomers’ buying habits and the business approach you should adopt. You mayfind it better to open and close later in the summer as people spend more timeoutside and stay out longer in the evening. In other cases, an earlier startmight be work best. Online tools like Square Analytics enable you to see whatyou’re selling when, on which days and whether new or existing customers createmost of your sales. With this insight, you can make informed decisions about howto work with people’s changing schedules and tastes.
Open a pop-up
When the crowds don’t come toyou, it’s time to go to them. Pop-up shops work really well for cafés, barbersand boutiques. And one that’s planned well could make up for the potential lossyou’d otherwise make in your bricks-and-mortar location through the summer. Italso gives you a chance to specialise your offering for the summertime crowd,or even try a new summer-themed idea that you’ve been mulling over. Start with some research before settling on a concept. Your idea needs to standout from the competition out on the street, and you need to be familiar withthe tastes of the audience who eat there.
Give out freebies
You can use the power of freebiesto keep your brand front of mind through the summer lull. Invite passersby infrom the heat to enjoy an ice-cold glass of coconut water whilst perusing yourclothing lines. Or offer a refreshing facial spritz and sunscreen to sunbathersin the park, using that moment to tell them about your business. Keep yourfreebies themed around summer — what do people crave at this time of year thatcan be used to draw them in?
It’s important to have cleargoals when you’re giving things away. Who are you targeting and what would youlike them to do in return for their freebie? Don’t approach anyone andeveryone. And if it’s not possible to make an instant sale, think of othergoals such as getting them to sign up to your mailing list.
Take a break
There can be a temptation as a smallbusiness owner to sacrifice any time off, causing all kinds of setbacks in theshort and long-term. If the summer period really is that bad for revenue, it’sprobably the best time for you to recoup and plan ahead. Enjoy the opportunityto step back and get a bird’s-eye-view your company. You could use it to getyour finances in order, start a company blog to increase awareness or plan aseasonal marketing campaign for your peak season. Achieving growth isn’t alwaysabout knuckling down and grafting — sometimes it’s about getting to know yourbusiness better, and ensuring you have everything you need for the future.
Check out Square for more small business tips
Categories:
- Inspire Series (1)
- Monday Seller Success With Ebay (8)
- Small Biz 100 (1)
- Small Business Saturday Uk Champion (2)
- Smallbiz100 (8)
Latest Posts:
- Why apply to be a #SmallBiz100 2023?5 Days Ago
- Zero to hero in Nottingham7 Months Ago
- Monday Seller Success with eBay: That Vintage Football Shirt7 Months Ago
- Rock on in Southend on Sea7 Months Ago
- Monday Seller Success with eBay: Purrfect Cat Gifts7 Months Ago
- One love, one heart on Ipswich’s high street7 Months Ago
- Monday Seller Success with eBay: Hampers by Lauren7 Months Ago
- Good graces in Bristol and Bath7 Months Ago
- Monday Seller Success with eBay: Top Dog7 Months Ago
- Weigh to go in Northwich7 Months Ago
- Monday Seller Success with eBay: Handpicked Penrith8 Months Ago
- Holy cow in Westmorland8 Months Ago
- Monday Seller Success with eBay: The game is afoot8 Months Ago
- All fired up and ready to go in Gerrards Cross8 Months Ago
- Monday Seller Success with eBay: Meteorite Man8 Months Ago
- Dorset's Ice Cream Appreciation Society8 Months Ago
- Monday Seller Success Story with eBay: Giddy Goats Toys8 Months Ago
- SmallBiz100 celebrated at the Blue Tie Event8 Months Ago
- Why apply to be a #SmallBiz100 2022?13 Months Ago
- From field to fork – making the most of Cheshire’s local produce18 Months Ago
- Sustainable living with BLANC19 Months Ago
- Pizza power19 Months Ago
- In the good books19 Months Ago
- From babygrows to beer kits19 Months Ago
- Smile and say cheese20 Months Ago
- The perfect planner for when you didn’t plan for this21 Months Ago
- Why apply to be a #SmallBiz100 2021?2 Years Ago
- Feeling lighter than air at The Float Spa3 Years Ago
- At the cutting edge of local community3 Years Ago
- Sewing the seeds of success in Scotland3 Years Ago
- Joco's leap of faith pays off3 Years Ago
- No messing around! How Tom Foolery Coffee Company pivoted during the pandemic3 Years Ago
- How Mandira’s Kitchen has its eye on spicing up your freezer3 Years Ago
- Wild about keeping it local and healthy in Bristol3 Years Ago
- Award winning small business announced at Blue Tie celebration3 Years Ago
- Free leadership training for SME leaders delivered by leading Business Schools3 Years Ago
- Six things you can do in your business right now3 Years Ago
- How can my employees return to work safely and legally after Covid-19?3 Years Ago
- What is it really like being a #SmallBiz100? – Stamptastic spill the beans3 Years Ago
- Why apply to be a #SmallBiz100 2020?3 Years Ago
- Why embracing technology should be your New Year resolution3 Years Ago
- Starting a new business: financial tips for start ups4 Years Ago
- Top 10 security tips for small businesses storing personal data4 Years Ago
- From architect to artisan at the Dumfries Larder4 Years Ago
- Putting down new Roots in Abergele4 Years Ago
- How Amazon is helping one woman tackle taboos and period poverty4 Years Ago
- Creating a community: What it means to be a small business4 Years Ago
- Building an enabling bridge, brick by brick4 Years Ago
- Get ready to rock with Rockit4 Years Ago
- How to create an event for Small Business Saturday UK4 Years Ago
- Jampacked with passion: the local cinema that’s giving back4 Years Ago
- Celebrating the North East’s cycle stars4 Years Ago
- Don’t know what to write about? 9 ideas for your next business newsletter, blog or social media post4 Years Ago
- Take a butcher’s at the first of the #SmallBiz100 20194 Years Ago
- 7 essential growth tips that small businesses need to know4 Years Ago
- Making a great first impression: photography & small business4 Years Ago
- Strength in numbers4 Years Ago
- How to choose the right pricing strategy for your business4 Years Ago
- How taking matters into her own hands led to huge success for Revival Retro4 Years Ago
- 5 content ideas every small business needs4 Years Ago
- The Flour Pot Bakery's secret to success4 Years Ago
- How to harness the power of Instagram and drive your business forward - the GB Labels way4 Years Ago
- Making Tax Digital is here! What does it mean for your business?4 Years Ago
- How we should champion success for International Women's Day4 Years Ago
- Step aside Mystery Shopper scheme - hello new Public Procurement Review Service!4 Years Ago
- The top three causes of entrepreneur burnout and how to avoid it4 Years Ago
- Get a great digital ad for your business for just £50, and help tomorrow’s entrepreneurs learn with iDEA!4 Years Ago
- Badge Your Brilliance with iDEA4 Years Ago
- How to make your Christmas the most successful yet!5 Years Ago
- Life in the fast Laine5 Years Ago
- Small businesses shine at launch of Silver iDEA Award St James's Palace5 Years Ago
- Local and sustainable is winning formula for SmallBiz100 Hays Hampers5 Years Ago
- Red Herring Games – Case Study5 Years Ago
- Keeping Up With The Tylers: How To Move With The Times5 Years Ago
- Making our own kind of music at the Blue Tie Ball5 Years Ago
- How to guest blog (and look like you know what you’re doing)5 Years Ago
- How to market your small business on a budget5 Years Ago
- Top summer marketing tips!5 Years Ago
- Purposely: embedding purpose into the heart of your small business5 Years Ago
- A ‘Dog Day Afternoon’ for Britain’s small businesses5 Years Ago
- Five ways to make your business successful in five years!5 Years Ago
- SmallBiz100 Mooch revive the local high street5 Years Ago
- Why apply to be a SmallBiz100 2018?5 Years Ago
- SmallBiz100 Julu on design, manufacturing, and building an online business with friends5 Years Ago
- Small Business Champion Series From Rich Brady ... Setting Business Goals5 Years Ago
- SmallBiz100 Techsixtyfour on how to successfully build an online business5 Years Ago
- SmallBiz100 Frequently Asked Questions5 Years Ago
- Small Business Champion Series from Rich Brady...Putting the Family into Family Business5 Years Ago
- Exporting - not just for the big!5 Years Ago
- Can Giving Really Be Good for a Small Business? Spoiler: Yes!5 Years Ago
- Let's get organised....5 Years Ago
- Is your business leaking money?5 Years Ago
- Podcasting - The Ultimate How-To Guide - Part 25 Years Ago
- Setting BIG goals – why do it and how to go about it5 Years Ago
- International Women's Day 20185 Years Ago
- 9 tips for Business Success - it's all about love.5 Years Ago
- Demystifying LinkedIn for Small Businesses5 Years Ago
- 10 Top Money Tips for Small Businesses5 Years Ago
- Organising a Small Business Event - Tips from the Experts5 Years Ago
- 12 Top Tips for Micro-businesses5 Years Ago
- ACCA on board the Small Business Saturday Bus Tour6 Years Ago
- Is Britain Becoming a Cashless Society?6 Years Ago
- Small Business Spotlight - How Technology Can Help Small Businesses6 Years Ago
- Taking Your Business Beyond the High Street6 Years Ago
- 5 Ideas to Improve your Time Management6 Years Ago
- The Small Business Saturday Bus Tour launches across the UK for its fifth year!6 Years Ago
- Making the most of Small Business Saturday7 Years Ago
- Why I applied to Small Biz 100: Crafty Revolution tells all8 Years Ago