Top Franchise Marketing Strategies For Summer

Consumers are likely to have more free time and to be on the lookout for entertainment over the summer. 1851 Franchise spoke with Alex Setchell, Marketing Director of Goldfish Swim School, to discover the top strategies and trends poised to dominate the franchise marketing scene this summer.

Seizing Unique Opportunities

The summer season offers unique opportunities for franchises to connect with their target audience as people tend to be more sociable and get out and about more in the warmer months. 

"The summer season gives franchises of all kinds the opportunity to make their way out into the community to connect with potential customers," Setchell said. "Getting out and having a presence where your audience is spending their time is a great way to gain exposure for your brand, build connections and get new customers."

Key Marketing Trends and Strategies

With the emergence of social media, the voice of the consumer has been amplified. Franchisors and franchisees can capitalize on this trend with user generated content in their marketing strategy this summer.

“Consumers don’t want to feel like you’re advertising to them, they want to see other people – real people – having a positive experience with your brand,” Setchell said. “Showing the experiences your customers are having through the lens of your actual customers is an impactful way to make sure your messaging cuts through the clutter.”

And speaking of social media and content, Setchell recommends staying on top of trending topics and audios on social media and using them in your own social media marketing efforts to increase your reach. 

Another way to increase your reach is by leveraging “awareness days” or holidays. 

“Including these awareness days — like National ice cream day in July — allows you to piggyback on a wider conversation, helping you generate more attention and brand awareness,” Setchell said. “This also gives you an opportunity to promote or develop a partnership with other local businesses in the community!”

Similarly, by promoting events around holidays, when consumers are looking for activities or events to celebrate the day, businesses can attract a new audience.

Events, Promotions and Seasonal Considerations

Consumer habits in the summer differ from the rest of the year. Many people take more time off work, go on trips or take part in family activities with kids being out of school. Bear this in mind when offering services or events, and be sure to let consumers know timings well in advance so they can build you into their summer schedule or routine.

At events, leverage the opportunity to market your brand while feeding into the atmosphere of summer fun.

“Think summer-themed giveaways like branded sunglasses or water bottles to capture attention and a few minutes from potential customers,” Setchell said.

Different industries might see summer as their busiest time, and others, not so much. But understanding how the traffic of your business varies by season is vital and the best thing you can do is plan ahead. 

"Understand the seasonality of your business and how that should impact your marketing initiatives, budget and messaging throughout the year,” Setchell said. “If summer is your busiest season, focus more on the tactics that will keep your loyal customers happy. If summer is when your business slows down, incorporate a fun, engaging promotion to get new customers through the door.”

To learn more about marketing in franchising, check out these stories:

• 5 Innovative Marketing Strategies for Franchises in the Digital Age
• The Power of Community Engagement in Franchising
• The Essential Elements of a Franchise Marketing Plan
• 1851 Growth Club