As summer sunshine and warmer temperatures roll around, people spend even more time out of their homes and on the move. Unsurprisingly, this makes the summertime an excellent opportunity for marketers and brands to communicate to a broad audience who are out of home and responsive to messaging. The sunny season is a perfect excuse for any brand to get creative with their marketing, but there are some stats to consider to ensure you make the most of this time of year:
On average, people spend 70% of their time out of home. With the warmer weather, this tends to increase as more people spend time out of home going shopping and looking for leisure activities, as well as travelling to and from different places.
Out of home (OOH) formats are an effective vehicle for reaching an engaged audience in the last window of influence before making a purchase.
- Customers are 33% more alert when out of home and 83% of adults recall seeing OOH advertising within the 30 minutes before shopping.
- Printed vouchers are the most popular vouchering format for customers on the move, with 71% of adults having used one before.
The key summer months to consider are June, July and August.
- June is key for promoting seasonal services and products and communicating brand messages.
- July is the time to communicate to a local audience and increase footfall to attractions, events and retail outlets.
- August combines national and local messaging to make sure that your brand is always at the front of the audience’s mind.
In Q3 of 2016, the biggest increases in spend were on clothing, restaurants and hotels and transport, according to ONS. In other words, the retail, hospitality and transport industries are key growth areas during the summer months.
The optimum temperature for sales success is considered to be around 25 degrees Celsius. Combined with the extra light boosting customers’ moods, this makes summer a perfect time to communicate to audiences.
The summer months make a perfect environment for marketing campaigns, whether they’re new or ongoing and with audiences out and about and generally more open to marketing messages it’s not a season to overlook.
If you’d like to find out how you can make the most from the summer months and incorporate OOH formats into your marketing strategy, don’t hesitate to get in touch.