Summer Slowdown - Myth or Reality?

by Ted Kouri

With the sun finally out and the temperatures rising, businesses are faced with dealing with the dog days of summer.  For most companies, this means one of two things; business slows right down with key decision-makers and clients away on vacation, or the infamous summer slowdown doesn’t apply and it is full steam ahead.

Regardless of which camp your business falls into, there are a few marketing considerations you should keep in mind.  If your business does slow down over the summer, chances are September, October and November are some of your busiest months of the year.  Unfortunately, most companies wait until September before thinking about how they will capitalize on the busy times, and by then it is already too late.

If this is the case with your business, you should seize the opportunity the slower summer months provide to map out your marketing plan for the fall and the New Year.  Do any research you have been meaning to undertake, talk to your key accounts, finalize your marketing strategy and build any communication tools you think you will need.  If summer is a slower period, capitalize so that you are ready to roll when things pick up in a few months.

On the other hand, if summer is a key money making period in your industry, you should look to use the next two to three weeks to communicate with your best customers and close any outstanding prospects in order to ensure a highly profitable summer.  Late June is often a good time to send a small reminder to important contacts or to forward your clients your latest newsletter.  Treat the lead up to summer as an ideal time to “touch” your clients one last time before the busy season hits.

Make the most of the summer whether it is a boom time or traditionally a slow period for your business.  If you are struggling to combat the summer slowdown or want to ensure you maintain good service during a busy July and August, feel free to contact Incite Solutions to discuss your summer marketing plans.