It may seem a tad early to be thinking about summer, but this is a great time to get organised for your summer Marketing campaign as you often have a bit of down time (depending on your business of course!) but also it means you are getting your ducks in a row now ready to launch when you need, rather than scrambling about in June when you need to be ready to deliver on your product or service. Here are 10 Steps For Easy Planning of Your Summer Promotion Ideas to Parents.
- If you’re writing seasonal summer content then the earlier you publish it the better for SEO purposes. It takes a few months for the search engines to consider your content as valid so you need to be ahead of when parents are searching on those keywords.
- Parents need ideas for summer holidays. If you’re running summer events, camps or workshops for kids, then parents start searching for these in spring, particularly parents who work who need to know they have childcare arranged.
- If you’re planning on early offers, you’ll need to have them ready way before June hits.
- When you’re delivering on your summer products or services, the last thing you need is stress thinking about the marketing side, it should be planned nice and early so all you have to do is execute it nearer the time.
- You’re less likely to make bad decisions about how to spend your summer marketing budget because you’ve researched in plenty of time.
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Here are 10 steps to make planning easy:
#1. Decide on the key business objective for your summer campaign
Are you driving leads to an offer? Are you selling something specifically seasonal? Are you bringing traffic to your website? What is the key objective for your summer marketing campaign? What summer promotion ideas are you planning to run with?
#2. Decide on campaign dates
When do you need the campaign finished by and work back from that date. Decide how long you are going to run the campaign for.
#3. Decide on the key message and your metrics
What is the core message you want to use throughout the campaign? How are you going to measure the success of your campaign? This will depend on the key business objective(s).
#4. Decide on key creative for the campaign
If you work with a designer, give them your specific brief to create. If not, then use tools like canva.com to create your main creative for the campaign. Canva also has an option on their Canva for Work programme to resize a creative so if you’ve done one for Facebook, you can quickly resize and create versions for Instagram, blog post, etc.
#5. Decide on a budget
What budget are you going to assign for marketing and promoting the campaign?
#6. Can you squeeze any PR out of the campaign
Depending on what your campaign is you may be able to get some free PR for it. Prepare a press release that you can release nearer the time. Remember it has to tell a story and be a bit of news, so have a hook that the paper, website or radio station can grab onto.
#7. Create your landing page(s)
Think about where people are going to go once they hit the page – where are you guiding them to and what action do you want them to take.
Create your landing page (or have your web designer create it). Make sure the information is clear and that you have a good call to action (CTA) for your objective.
#8. Set up any internal processes
What needs to happen after people phone, call or email you during the campaign? Make sure all is in place including how you can measure your metrics so that once you launch your campaign you can convert the leads and deliver the product or service.
#9. Get a fresh pair of eyes to review
Have a fresh pair of eyes take a look at your planned campaign, creatives, message, landing page. And test any actions too, to ensure your getting your message across well, that the campaign is enticing, and that calls to action are working correctly.
#10. Timetable the launch and key campaign dates
Get your diary/calendar organised so that all is in place to hit the big red button to set everything live! You may want to create a checklist for all the elements such as
- is landing page live?
- is Facebook/other social ad scheduled?
- is email coming in from call to action button?
- is blog post scheduled? and so on.
Over to you now. Did you find this checklist useful? When do you typically plan your summer marketing? Tell us in the comments below.