Summer is almost here, which means it’s time to warm up your advertisers with new ad opportunities. Summer is full of holidays that your clients will want to use to their advantage. However, they may not be able to concept or ideate. That’s where you come in; let’s look at some summer holiday ad campaigns that can heat up your advertisers’ ROAS (return on ad spend).
Hot Summer Holiday Ad Campaign Ideas
Looking for a hook to bring to your advertisers isn’t easy, but summer has multiple national and global holidays that provide unique opportunities for your clients.
Everybody’s ready for travel after a year and a half of going nowhere. Consumers feel more confident since the vaccine rollout, which caused a significant boost in bookings for flights and hotels. According to data acquired from Squaremouth, a travel insurance comparison platform, 48% of summer 2021 getaways will be domestic. International travel is back on, as countries in Europe and Asia reopen, but there is still uncertainty.
Since most travelers will stay in the country, that equates to more road trips. This critical data could be what prompts your advertisers to get in on the summer trip trends. Dealerships can offer summer tune-ups. Retailers could bundle travel necessity deals, from luggage to sun care to hiking gear. Local attractions should also be campaigning to get guests returning within their greater metro areas.
Summer Festivals and Concerts
This summer will usher in the return of large events, and consumers are excited. Capitalize on their desire to get out and have new experiences and fun by targeting your advertisers in the space. There are the organizers of the events that will appreciate event coverage. Additionally, hotels, restaurants and other hospitality-related businesses could use these activities to bolster promotions that tie in. For example, if a music festival is on the calendar, nearby restaurants and bars could offer special discounts for concertgoers who bring in their ticket stub.
Fourth of July
Celebrations for the country’s birthday are back on, with many cities and organizations hosting parties and fireworks. Additionally, more people will be traveling. AAA predicts that 37 million Americans will travel this Fourth of July. There are so many ways for your advertisers to get in on the Fourth of July spend with special promotions, holiday sales, travel bundles and more.
Work with your retailers, convenience stores, hospitality groups and other groups putting on events to ensure they get noticed by their target audiences. One idea is to include donating a percentage of sales to veterans groups or historical societies. An ultimate Fourth of July bundle that brings different advertisers together is another option. It will reduce overall costs and get more exposure.
Back to School
Most school districts begin the new year in August, and it appears that almost all of them will be going back to in-person classes. That means kids need supplies, new uniforms and other must-haves. Retailers that feature these products will want to advertise their promotions. Additionally, the start of school also means parents need to find after-school programs and activities. YMCAs, dance studios, sports leagues and other kid-focused pastimes will be in high demand. Start early in promoting these events so they fill up fast.
Labor Day is the official end of summer and is a favorite long holiday weekend for beach trips, barbecues and end-of-season sales. Besides big-box and specialty retailers, car dealerships also have Labor Day sales. According to our automotive business briefing, there are spikes in ad spending in August, aligning with Labor Day promotions.
Restaurants and grocers can also find positive ROAS with Labor Day themes. Party planners either need the essentials for a day of grilling or may want to order takeout to save time. Putting together bundles for the perfect Labor Day party could be promising.
Which Ad Categories Will Best Support Summer Holiday Campaigns?
You have a variety of broadcast, TV and digital marketing segments to consider. In most cases, using diverse inventory will drive the best response.
- Over-the-top (OTT) and connected TV (CTV): OTT and CTV consumption remains on the upswing. It’s ideal for visual products like Fourth of July and Labor Day bundles. It could also work well for highlighting experiences that make sense for summer vacation or back to school.
- Radio: This tried-and-true medium is always a great go-to. Consumers still tune in, whether in the car or at home. The key is to make radio ads catchy and action-oriented. Connect with locals with messages about exclusive radio deals for products to buy online or in-store with a specific code.
- Social media marketing: Most of the world turns to social media to research products and find events. If your advertisers aren’t using social ads, these summer holidays would be a great way to test and try. These will work best for specific products or events. For example, if a local business is throwing a Fourth of July bash, social media marketing is a great concept. They can target people by demographics, including age, location and interests. Add a special offer to get a discount, and your client could be on their way to a sold-out event.
- Banner ads: If you want to target specific users, banner ads are another great ad unit. If you use this in conjunction with social media ads or radio, you’ll have a greater reach and reiteration of the promotion. You can use these for sales, events, activities and more.
- SMS marketing: Text messages provide a direct channel to consumers. SMS campaigns work great for coupons. This channel does require an opt-in, but that’s a good thing because you know the recipient is engaged with the brand. SMS can be great for sending reminders to loyal customers for holiday deals. You can also recommend exclusives for this segment.
- TV: Traditional TV ads are still important for advertisers. They work even better when they are part of an omnichannel campaign with social, display and radio. Advertisers should focus on single promotions, so consumers have greater retention. Keeping it simple and focused on consumer needs will deliver better results.
Summer Holiday Campaigns: Start Sharing Ideas Now!
Holiday promotions will always be a mainstay for advertisers. However, you don’t have to keep doing the same thing in the same channels. Warm up your clients with these new ideas to drive better results for you and them.