BY Rachel Cagle
Contrary to popular belief, consumers aren’t out and about ignoring ads all summer. But your client’s competitors might be. Here’s how to use custom content marketing to get your clients ahead this summer.
How to Help Clients Create Custom Content Marketing for the Summer
Consumers are Ready to Buy
This summer has been a hot one in the U.S. Plus, the cost of living is going up everywhere. So, instead of being out and about and going on vacation, many consumers are staying inside.
So, why is it that 8% of marketers go dark during the summer, according to data from effectv? They still think that custom content marketing viewership is down in the summer. But in reality, even time spent viewing streaming and traditional TV per day remains fairly consistent with other months. It only declines by 3%.
Effectv says that several consumer goods and services categories bring in more than their fair share of sales in summer. Between June and August, these categories make these percentages of their yearly sales:
- General Contractors: 27.2%
- Auto: 26.1%
- Restaurants: 26%
- Power Sports: 25.9%
- Furniture: 25.6%
Your client shouldn’t give up on custom content marketing just because its summer. They could be losing out on sales. Or if they’ve never advertised in the summer before, they could be in for a record-breaking sales year.
Plus, there’s a good chance their competition is taking a break.
Advertising in the Summer
So, which types of custom content marketing should your client be focusing on this season?
TV Commercials
Streaming TV ads are an extremely targeting ad format that 8% of marketers are sleeping on in summer. Effectv says that “advertisers that maintained their presence on air during the summer of 2023 saw a +13% increase in their multiscreen share of voice compared to other times of the year.” Your client won’t have to fight for prime ad slots that put their ads in front of the perfect audience.
Interactive Marketing
Interactive marketing is memorable since it gets consumers to engage with your client’s brand. That’s why Bluehost recommends brands host contests in summer months. “These activities not only generate high engagement but also produce valuable user-generated content that increases brand awareness.”
Photo contests, for example, are a great way to engage with both current customers and potential ones. Simply offer consumers a discount to share vacation photos of themselves with your client’s products. It increases your client’s social media engagement AND serves as a referral program for participants’ connections.
Custom content marketing doesn’t get much better than what consumers do for your client for free.
Email Ads
Email is arguably the best custom content marketing ad format around. It’s tried and true at providing personalized and relevant content to recipients. So, it’s the perfect medium for your client’s summer ads.
Bluehost says your client should be using email ads this summer to promote:
- Flash Sales: Discounts and special deals are even more engaging when they’re around for a limited time. The urgency can easily inspire recipients to make purchases, especially when accompanied by relevant product suggestions
- Bundle Deals: This tactic bundles best-selling items with lower-selling ones to encourage consumers to get more for less. Not only that, the bundles will encourage consumers to purchase products they may not have considered otherwise
Combine those messages with summer-themed email visuals and you’ll engage recipients even more.
Ads Effective with Your Client’s Target Audience
Of course, the ads that will work best for your client depend entirely on their target audience’s preferences. Want to figure out which ad types your client’s target audience prefers? Check out their profile on AudienceSCAN on AdMall by SalesFuel to discover the best custom content marketing strategies for them.
Photo by: Bruce Christianson