When summer closes in, the question always arises: Should we close down our always-on campaigns because customers are going on holiday?
The short answer is no – as a general rule do not close down the campaigns. It is important to be active, and data shows that in many cases it is even easier to reach your target groups during holidays.
Branding under the skin
When everyday life is running, it takes a lot to get through to customers. Everyone is busy. Mailboxes are full of info, updates, meetings and reminders about all the meetings that didn’t happen last week.
For the same reason, we adopt a fine-mesh filter throughout the year that automatically sorts out the messages that are not of immediate interest to us. This applies even to the most professional decision-makers.
This is where the summer holidays come in. Because a good summer holiday tends to remove the filter for most people. We’re still following what happens on LinkedIn – but we are experiencing less pressure and are therefore more receptive to different content and messages. The things we read or watch on holidays are simply more likely to let get under our skin.
So, it makes all the sense in the world to stick with your always-on campaigns during the summer break.
Good summer results
Those who invest in advertising over the summer normally gets good results, at least more attention for the same buck than in September or October. The reason is that the largest advertising engines (Google, LinkedIn and Facebook) are based on an auction principle. The more advertisers, the more expensive are the ads.
And since a lot of companies closed down their campaigns during summer, you simply get cheaper and better visibility during the holidays. After all, the amount of potential customers is intact. Because whether you’re at home in the cottage, at the beach or on a package holiday to Rhodes, figures show that people keep looking for content and inspiration.
The best thing you can do is to show your target group that you’re there for them in the various media and channels. Show that even though it’s summer, your brand is active.
Due to the holiday period conversions may lag behind. But it doesn’t change the fact that you, as a company, are more clearly in the minds of customers when work has to resume after the holidays. This means, that awareness activities like YouTube films and engagement channels like LinkedIn works fine, and sometimes even better in the summer since your target group has time to read.
Have a great profitable summer!
And if you want to discuss communication, you are always welcome to contact ulf@sfinxagency.se
