Summertime is typically a slow season for marketing. Most firms are in the planning stage for campaigns to start in the fall. However, some firms are using these few months to introduce new products and services and are finding success. Here are three examples of high profile companies taking advantage of the supposedly slow season—it’s not slow for them!
The Las Vegas Convention and Visitors Authority has launched a $ 24 million dollar campaign entitled “Life is short, Summer is Shorter. Make a splash in Las Vegas.” As the leading leisure destination in the world, they are spending $3 million more this year than last year. Using all media including Facebook, Twitter and YouTube, they are planning on reversing the trend that has plagued them over the past several years.
BMW beat the benchmarks with a summer campaign that was focused on digital media. They focused on high impact display ads on automotive and premium sites to reach an already engaged viewer. For this campaign, Yahoo gave them an award for their digital strategy which, by the way, increased sales by seven percent.
Pepsi also sees summer as a perfect time to push their brand in the right direction after sinking to third in soda sales. Their summer campaign slogan is “Summer Time is Pepsi Time” and takes direct aim at its competitor, Coca Cola, by parodying their iconic past commercials, such as the polar bears. This strategy shows summer is a perfect time to engage new groups and convert the brand-loyal.
Competition during the summer months is far less than any other time of the year. It is counter intuitive, but it’s a fact. People might be on vacation but rarely stop using all their electronic devices. Because of this supposed slow down, companies that advertise will reap the benefits.
This could be you! Let CMA help you avoid the summer slowdown and gain advantage over your competitors.
Jeffrey Barnhart
President and CEO
jbarnhart@cmasolutions.com
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