Summer is supposed to be the season where we get to slow down and recharge, but this year there’s a lot going on in our nation and the world. These events make the advertising world heat up.

So, what does this mean for you and your business?

If you developed a marketing plan last year, you probably tried to anticipate different scenarios. You looked at the calendar, evaluated last year’s successes and misses, and planned accordingly. But this summer, is anything but normal. We have the 2024 Summer Olympics, are in an unprecedented presidential election campaign cycle, and are in the middle of two international wars. Independently, these events are tough competition, but together they make promoting your business nearly impossible.

If you have planned any kind of paid media advertising campaign, or are going to promote a new product or service this summer or in early fall, I have some advice for you:

1. Put a pause on some of your marketing plan tactics– I know, you can’t believe I am telling you this, but it’s okay, you will get back to it! Right now, it’s more important to conserve your resources and be smart. No one could have predicted what we are currently experiencing, and I commend you for wanting to stick to your plan. But, it’s safer to take a temporary break. With this time on your hands, try focusing on other areas of your business. Do your processes need some tweaking? Do your digital asset files need a little cleaning? My advice: save your advertising dollars and social media marketing strategies until all of this is over. Anything you try and do now, and for the next several months, will get lost in the clutter. So, take a step back and pause.
   
2. Create more one-on-one (personal) interactions with your clients/customers – Since you won’t be focusing on marketing to your online network spend this time with your local clients and customers. Use this time to connect more deeply with them. Have a loyalty mixer, offer specials, get their feedback, give them some extra love and attention. With this extra time on your hands invest in the people you see or speak to. Don’t worry, you will get back to the ones who live on the internet-ether when this is all over. For now though, concentrate on the ones you know, and try getting to know them better!
   
3. Be patient – I know this is easier said than done, but if you can focus on the finish line it will give you something to work towards. Your objective right now is to be okay holding the line and navigating in the stillness. You will make your move at the absolute best time possible, but right now your job is to be okay doing less.

While these tips seem out of the ordinary for me as a marketing consultant, my hope is that you can use these nuggets to help get you through these next few months. As we have heard time and time again, taking a break to recharge is healthy. Sometimes you can carve out the time to pause, and other times – like these next few months – the time is decided for you. Either way, we are all experiencing it, so you are not alone.

Wishing you all the best!