For our area, summer is an important time for the local economy. From Memorial Day Weekend to mid-October, the area comes alive with businesses reopening for the season and lots of visitors. As marketers, we tend to have a watchful eye on what different businesses are doing to succeed in the summer market.
Sidewalk Fun. You’ve probably seen posts go by picturing clever sidewalk signs in front of restaurants. We’ve seen some from local businesses like MDI Ice Cream that are witty and well-illustrated. If done well, sidewalk sings/art can have roughly two different effects.
One, it catches the attention of people walking around on foot, and they decide to check your business out.
Two A, you take a picture of your sidewalk creation and share it on social media, where it can reach a wider audience (and puts you on the radar of people who aren’t around to see it IRL). Two B, the aforementioned people walking around town are so entertained by your sidewalk creation that they take a picture and share it on their social media. This has a similar result as Two A, but with an entirely different audience.
Outdoor and Indoor Options. Some people like to sit inside and others prefer outdoor seating, and most places (at least restaurants) have options for both indoor and outdoor seating. And it’s not just an idea for people who sell food or refreshments. I remember being a kid and walking around small coastal towns where my mom would want to go into a store or business that wasn’t really fun for a kid. And since we were walking around, I wanted to park it somewhere. Maybe it’s a bench outside, or places to sit inside, but it’s definitely a nice touch to have something on the outside and something on the inside, ideally a place for people to sit a spell and look around at your fabulous business.
If you really don’t have space, try to put out a dog water bowl. It gives a friendly, laid back touch… and gives dogs walking by a reason to stop and rest.
Directions and Referrals. Every now and then, people stop in to ask us for directions to a certain business, a place that sells/has X, or just recommendations in general. This just requires having a general knowledge of the area. Most people want to know about dog or kid friendly places, good hiking, where to find a lobster meal or ice cream, or want to know what a local would recommend. To handle these requests offline, you could have maps of the area (if there are any available) on hand to give out or refer to. In terms of online requests, you could dedicate a page of your website to “Things to Do” or “Our Favorite Local Places.” You could even get each employee to contribute their top recommendation for visitors.
Have physical copies of business cards or rack cards of your favorite places ready to go… and those businesses may do the same for you.
Online Menus/Information. A lot of travel-savvy people will do some reconnaissance before finding a place to eat, and the first place they’ll look is online, either a website or Facebook. Fortunately these are easy to set up, it just requires a bit of data entry. There are also plenty of free apps that will display your menu and allow for easy updates. I’ve used both MenuTab for Facebook and OpenMenu (which has you build one menu and lets you share everywhere, as opposed to entering the same information 3 times in 3 different places). Think of making frequently asked questions like tour times, services, and more easy to access from your website and social media.
As we head into a holiday weekend, some of these ideas may give you some of your own ideas for marketing in the summertime. At the very least, you’ll want to have the local ice cream places memorized!