Summer Planning Tips for Fresh Produce Marketers
Lighting up the BBQ pit and hitting the great outdoors for some R&R and fun with the family is what summer is all about! Between all the fireworks and the sunny-day parades, summer is *also* a great time to position your brand and products for success—just in time for the weather to change and start cooling down for the remainder of the year.
Like traffic on the highway from June to August, the summer months consistently drive less traffic and engagement for brands. As a result, marketers are left to question their activations, wondering how traction could be lost during such a high-production time of year. (For the record, with longer days comes more hours of fun in the sun…and more people taking a concentrated amount of time away from the daily norm of business, school and home life. Thus, less online activity is to be expected!)
How Marketers Can Plan Ahead for Fall During Summer
During the lull, marketers can maximize their time and efforts by planning for the fall eating season! Think about it: as the summertime starts to wind down, people become more homebound, kids go back to school, and planning for the holiday season begins. This makes summer the ideal time to both assess the first half of the year’s performance AND plan for a killer conclusion.
Getting content prepared and in the pipeline is essential for marketers planning to take part in the fall season excitement around eating occasions. From the back-to-school hustle and bustle to Labor Day, Halloween, Thanksgiving, Christmas, and New Year’s all the way up to the Super Bowl, visual and written content planning is essential for your brand’s success during the upcoming holiday season.
If your brand is suffering from a lackluster traffic year from a website perspective, take the summer months to analyze performance and apply search engine optimization (SEO) best practices to prepare your website and/or blog to be found in the fall and winter months when consumers are seeking inspiration. Not sure where to get started? Check out these 6 simple SEO tips for marketers as well as this quick guide to keyword research and content optimization on your website.
Missing recipe and photography that showcases how your product fits into pop culture, everyday life and emerging food trends? Christmas in July has never been more rewarding for productive marketers seeking to make a splash over the holidays.
Looking to squeeze more money out of your marketing budget during the second half of the year? Take time during the summer months to take a look at your year-to-date budget and assess where money has been spent (and where money needs to go). This check-in is invaluable for ensuring your activations are on track for initiation—and that you are on track to reach your goals.
While you’re already looking to the future, remember not to quit even while you’re ahead! Begin a draft of your 2020 budget and promotion plan to get a head start on the New Year.
Can’t get enough of these best marketing practices? Take a gander at our library of helpful resources to transform your marketing for the rest of 2019—and beyond.
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