Summer Advertising Strategies
Summer can be one of the most important seasons for brand growth, but it requires a different strategy than the rest of the year. As routines shift, attention moves outdoors, and competition for discretionary spending increases, brands need media and messaging that feel timely, useful, and relevant. To explore what that looks like in practice, here are a few thought starters from Dave Distefano, Partner/Chief Creative Officer, and Tracy Koeneke, Media Director at 1123, about how brands can approach summer advertising with more focus and impact.
Where Media Strategy Matters Most in Summer
Throughout the summer, 1123 works with clients to drive growth by building strategies that help them increase brand awareness, foot traffic, sales, and retention.
Summer Goals Often Include:
- Increasing Engagement
- Increasing Repeat Customers
- Increase Store Visits/ Customer Registration
Summer often includes Promotions, Limited Time Offers, Live Events, and Geo-Targeting to enhance brand reinforcement and customer engagement.
Popular Summer Platforms
- Out of Home
- Local Radio
- Television
- Paid Search
- Social (Paid, Organic) – Snapchat, Instagram, Facebook, TikTok
- Connected TV
- Digital Advertising
How Summer Messaging Connects with Real-Life Moments
Sell the value, not the price – People are trying to make their money go a little further right now. Show the full value of what someone is getting. The easier day. The better experience. The thing that keeps the kids busy. The service that saves a few hours and a few headaches. A discount can be helpful, sure. Sell more than “hey here’s money off”.
Build around moments, not just the typical tropes – sunshine, sunglasses, patio drinks, smiling families bla bla bla bla. None of that is wrong, but it’s also REALLY generic. The better stuff usually comes from looking at real summer moments. The long weekend that needs a plan. Or “what are we doing with the kids today?” panic. The last-minute dinner decision. The feeling that summer is somehow flying by and ‘don’t miss your chance to get out and enjoy it’.
Useful content, not super ‘ad-vertise-y’ – Give people a checklist. A quick tip. A local guide. A “what to bring” reminder. A short FAQ. A staff picks list. Something that helps them plan, choose, pack, book, visit or avoid making their day harder than it needs to be. Useful content does this in a way that doesn’t insult the audience’s intelligence.
Summer marketing sees the most impact when brands don’t rely on seasonal clichés and show up in ways that feel genuinely useful, timely, and connected to how people actually live, move, and make decisions.