Shopping searcher

With the 4th of July nearly upon us, I was reflecting in general on the state of online advertising specifically in the summer months. Actually, my thoughts went beyond naturally online or interactive advertising, but rather marketing in general.

For most people in the United States, the time from June straight through September marks a happy time. Weather is commonly warm and nice, and for those people (like me) that live in cold weather climates the rest of the year, summertime is all about being exterior and enjoying the sun, beach or golf course. Obviously, if you live in the Southwest or Southeast, summer isn’t all that big of a deal because you commonly enjoy good weather year round. But for others, the first thing on most people’s mind is not necessarily work or their business. This is why most people take family vacations in the summer, why nearly all enterprise statistics dip, website traffic commonly declines, and spending on advertising plummets too. Year after year, the statistics show all of these assertions to be true.

Summer

It should be noted that at least one commerce really comes alive in the summer, which is the tour industry. Advertising and spending is really very robust in the tour industry, because as I pointed out, most people really do take vacations in the summer and need to buy flights, hotels and rental cars. 52% of Us workers take vacation in the summer.

But for most other industries and businesses, this time of year commonly signals a slowdown. This slowdown presents overwhelming opportunities for businesses to store themselves, in my opinion. Why? Because though most people aren’t necessarily working as much and most businesses aren’t spending as much on advertising, consumers don’t just “shut off.” They’re still using mobile devices, still communicating, still checking email, and still visiting websites. The frequency might be less with across all of these activities, but it isn’t as if the world just stops in the summer. And it sure isn’t as if people stop spending money, in fact in most cases it is quite the opposite in the summer.

Therefore, no matter what size enterprise you have – a small entrepreneurial speculation or managing a huge brand at a multinational corporation – the summer is a great opening to advertise because competition is far less. There’s less marketing clutter. It is counter-intuitive to most, but it is true. If everybody is taking time off, and on a macro basis businesses are spending less money on advertising, then the rewards are there for those who do spend and invest while this time. If consumers are commonly more relaxed and spending more money in the summer, advertisers who get their message or brand out there in front of them can see significant returns.

While the tendency is to think that the summertime is a time to kick back and relax and put your enterprise on auto-pilot, I encourage people to fight that tendency. If you work hard while other people aren’t, or investing on marketing when other people aren’t, it stands to hypothesize that you’ll be ahead of the game with less to make up in the fall and holiday when most industries become ultra-competitive.

It doesn’t mean you can’t take a few days off, like I’m about to. It does mean that if you really focus on advertising in the summer, you and your message can stand out much more and you can often purchase advertising cheaper, too. Give it some opinion in in the middle of sips of your margarita.

And Happy 4th of July!

Advertising in the Summer – Good Idea

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