Summer marketing, like summer itself, tends to take itself
less seriously than marketing in other months.
After all, the days are longer, the weather is warmer, and the action is
happening outside. Who doesn’t want to
get through the daily requirements and enjoy all the perks of summer?
The good news: you have more opportunities to have fun with
your marketing. The bad news: you may
have even less time than usual to capture your audience’s eye and get your
mailpiece opened.
To keep your marketing light while also drawing attention to
your offer, try incorporating a little play on words. For example, you could
- Have a summer “pull” party, encouraging donors to band together for your cause
- Celebrate the stars in your catalog and detour customers around common problems with “roadblock busters”
- Invite members and clients to a feast on a “bookout” or “pick”nic, offering the season’s best books, journals, or other essentials
Some word play will require more visual backup than others,
but all graphics should support your text and your offer.
Regardless of your approach, be sure to have fun.
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