This time of year, marketers
often turn to traditional summer terms in their marketing. The advantage of this is familiarity:
recipients know exactly what they’ll find in a mailer dressed with a “Hot
Sale,” “Sizzling Savings,” or “Scorching Discounts” teaser.
Although there is instant recognition with such an approach,
it sometimes falls flat when your summer reference is just that: a reference
made on the envelope or mailing panel. To
really make the summer theme relevant in your campaign, and to make your
campaign stand out among other summer-based mailers, turn your seasonal
reference into an emotional hook.
How? Think about your
offer. What benefits do your products or
services provide? Can your “hot” sale
literally help someone beat the heat of summer or take the heat off someone at
work? Will your “cool” fundraiser make
it possible for a family to pay its electric bill or find relief from the
summer temperatures? Can your campaign “block party” benefit a community
somewhere?
By giving your summer teaser substance, you’ll not only make
a time-relevant reference, but you’ll also create a connection that generates
the results you’re looking for.
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