HOW TO RUN A SUMMER MARKETING CAMPAIGN LIKE THE WHITE COMPANY
If you’re not selling mojitos, ice creams or food for the barbecue, you may be dreading summer because for many small business owners, it can be the slowest season of the year. But slower doesn’t have to mean lower revenue if you think strategically and plan ahead. Summertime means evenings on the beach, dining alfresco, open air concerts, school breaks, fun activities and travel. It means the Chelsea Flower Show, Wimbledon and Glyndebourne. If you can tap into the things people love about summer with your summer marketing campaign, you’ve a sure fire recipe for success.
When I’m looking for marketing inspiration for clients or for my own business, I often look to my favourite brands to see what they’re doing. Not to copy their campaigns. But as a catalyst for ideas. If you’ve been reading my blog for a while, you’ll know that one of my favourite brands is The White Company.
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Here are 5 ideas from The White Company that I hope will inspire your summer marketing campaign.
1. CHOOSE A SUMMER RELATED THEME
This year’s theme for The White Company’s summer marketing campaign is the Mediterranean. From Riviera chic to alfresco dining, holiday packing to summer fragrances to scent the home, The White Company has built a whole campaign around all things Mediterranean and slow summer living.
=> What summer marketing theme could you adopt for your business? Mine is Books On The Beach.
2. OFFER SIGNATURE AND/ OR LIMITED EDITION PRODUCTS
Every year, The White Company announces the season with its Summer candle, with its ozonic notes of eucalyptus and vetivert, intended to evoke the fragrances of coastal pathways. It also launches a limited edition range to add a new twist to the product range to entice existing customers and pique the interest of new shoppers. This year, it’s launched the Vine Tomato, Coriander & Citronella and Fig collections to tempt us with the scents of the Mediterranean summer.
=> Could you create a signature summer product, and supplement this with a limited edition range of products which you only sell in the summertime?
3. DRESS YOUR ‘SHOP FRONT’
The White Company uses its shop fronts – physical, print and web based - to create displays that evoke the feeling of their summer marketing campaign. showcase their latest products and invite customers to “relax into the season.” Note how Instagram, with its shopping features, is as much a shop front as the stores and brochures have been traditionally.
=> How can you use your ‘shop fronts’ to create an enticing seasonal display? If you don’t have a literal ‘shop front,’ how about bringing an Summer focus to your website header, social media banners and content?
4. CREATE SEASONAL CONTENT FOR YOUR WEBSITE
The White Company uses its blog to start conversations about summer activities, whether that’s how to get the Riviera look, the art of outdoor lighting or the latest table-styling trends.
=> What seasonal content could you create for your blog that you could use to promote your products and encourage Autumn sales?
5. RUN A COMPETITION
The White Company often runs competitions such as this one where Instagrammers have the opportunity to get a favourite family recipe turned into an exclusive illustration by designer, Gal and Fellow. The prize is a keepsake for the lucky winner but a relatively modest investment for The White Company. What I like about this strategy is it encourages brand advocacy, an important behaviour to encourage in our customers.
=> Could you run a competition on social media and invite your customers to showcase how they use your products to their family, friends and followers?
These are just five easy to replicate ideas from The White Company’s 2018 summer marketing campaign. I hope these will help you to freshen up your marketing, and give your sales a boost during what is often a slow period.
Question: What ideas can you take from this article to build your customer base? I love reading your feedback so please do take a moment to share in the comments box below.
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