Summer and vacations (or “staycations”) go together like peas and carrots. Even a long weekend can feel like a mini vaycay. And because everyone looks forward to summer – and all the fun that awaits – there’s no better time for businesses to ramp up the fun message and to do so with promotional products.
“When people are having fun, they are more inclined to have a positive and lasting impression when they receive a promotional product,” says Scott Denny of Garyline.
Every summer, any of your clients should try some summer-only promotion because it only enhances the two-month experience for people of all ages and walks of life. Summer promotional campaigns make great sense because when done correctly, they can help your clients retain their customer/patient/client base and even attract new business and networking opportunities.
Bill Waller of KOOLGATOR explains that for most Americans, summertime is exciting because we plan new adventures, seek new experiences and spend time outdoors. Here’s the goal, he says: “At the end of the summer, they have new memories that they will cherish forever, and hopefully, some keepsakes to remind them of those memories. From the beach resort they visited, to a music festival they attended, the 5k they ran with friends, the summer camp their kids attended, the baseball game their home team won, the fireworks celebration in the park, and the national park they explored – there are so many places and events where a promotional product would make the perfect keepsake.”
He adds that a unique and purposeful promotional product will remind them of their good times while also increasing their awareness of the brand on the product, and providing repetitive exposure every time the item is used or the garment is worn.
Businesses should indeed have summer promotional campaigns for several reasons, points out Murray Siegel of Towel Specialties. The beginning of summer is six months before and after Christmas – so because it is the furthest time from the end of the year when consumers spend the most money, it’s a great opportunity to seek more revenue and gain a stronger foothold going into the upcoming holiday season. Summer promotions help generate activity while more people are outside being exposed to more promotions and spending money, when kids are out of school, with more time for families to buy products or services. “Since there is more leisure time in the summer, I think people are more susceptible and reactive to the word 'fun,' lending to many creative promotions.”
Jennifer Reece of Pro Towels also points to the link between great memories made in summertime and desire for reminder keepsakes that should be an attractive reason to create promotional campaigns. “Summer brings excitement, no matter your age. From kids fresh out of school to a grandfather watching his grandchild play baseball, it’s all about our best memories. It’s so easy to take advantage of that from a marketing/promotional standpoint. More than any other season, there are so many products specifically built for this season! A company can capture that excitement, the vibes that come along with it, and extend that beyond the season.”
Reece adds that summer is often slow for many businesses and industries, as July and August are prime time for employees and executives to take vacations, or time off. There is a lull in volume for many industries during the summer, “so a solid, creative summer promotion allows them to keep that momentum going as they pass into the autumn and holiday season that follows. It’s a necessity for any successful company to embrace and utilize the fun of summer!” she emphasizes.
Rich French of PCNA agrees here, too, noting that summer is usually a lower volume time of year for order taking and shipping, “so distributors can use summer-themed promotions to stay ahead of the competition and capture seasonal sales,” he advises.
Beyond the Beach
Not everyone lives by ocean beaches and summer isn’t all about swimming or relaxing by water. Summer fun promo products are perfect for businesses to take advantage of lakeside, poolside, mountains, festivals, marathons, and picnics/barbecues (personal and corporate).
Towel Specialties, says Siegel, has done research showing that 80 percent of its beach towel orders ship over 100 miles away from the ocean. “In our case, towels that are distributed at summer promos anywhere in the country are a perfect gift because they can be used year-round at indoor and outdoor pools.”
So, no beach? No problem. Says French, “No other time of year provides so many opportunities for consumers to interact with branded merchandise and apparel in such a relaxed and positive way. For example, a backpack cooler can work perfectly at the pool, on a weekend road trip, or at the beach.
He emphasized that staycations are very important to keep in mind as they are also rife with promotional opportunities. The trend of backyard living, which can feature outdoor kitchens and furnishings for conversation clusters is still growing among homeowners. This space is the new “vacation.” Picture this: “Our line of grilling accessories, serving accessories, frisbees and Bluetooth speakers will transform the backyard into a retreat. Additionally, sunblock, lip balm, sunglasses and hats are great for sun protection.”
According to Reece few objects really personifies summer more than a beach towel – and for beyond the beach. Beach towels are perfect for water side but also for a grassy hill to watch a concert, or a picnic bash (can serve as an instant tablecloth), or to relax in a park. “A good towel can be a time capsule that can also carry the message of your client for a very long ROI,” she says.
Denny emphasizes that it does not matter where people live, they relax and enjoy the summer months – at the ocean, in the mountains and at city street fairs as well as county and state fairs, and music festivals. “Products like sports bottles, flying discs and tote bags are available in a wide variety of bright colors and a large logo area to make a good impression in a fun and positive setting,” he says.
Heat safety, points out Waller, is a very important part of any environment – whether workplace or leisure, during the summer. “Our Cooling Neck Wraps & Cooling Towels are the perfect way to promote both the business and safety at the same time. For example, think about summer camps, company picnics, resorts, fitness programs, hiking, biking, gardening, and laying by the pool are just a few ways distributors’ clients can effectively promote programs with these.”
He adds that company-wide fitness initiatives and Fun Runs are being held with more frequency and by more businesses, so consider KOOLGATOR Cooling Neck Wraps and Cooling Towels as a promotional gift to inspire and motivate employees and customers. They can be customized with any design to match the fitness campaign and then handed out at the start, or earned as prizes once certain goals are reached.
And, summertime is abundant with outdoor concerts, festivals, ride parks, sporting events, notably baseball and softball, where spectators are out in the sun on the stands. “When it’s hot in the stands, attendees will be thankful for their cooling neck wrap or cooling towel, branded with their favorite team’s logo, their favorite players picture, or a huge photo of the home field/stadium. Add them to the season pass holders’ goody bags or toss them into the crowd instead of T-shirts,” he offers.
Every summer brings its own unique spin on trends, and this summer is no different.
According to Siegel, Towel Specialties’ ColorFusion Beach Towels, which feature edge-to-edge decorations in unlimited colors, are selling at a more accelerated pace than anything else in the supplier’s line. At Pro Towels, says Reece, “We’ve seen a trend toward some more unique retail looking pieces, from our circular towels to our sand-repellent beach blankets.”
Denny observes that environmental and health consciousness are two leading trends among Millennials. Reusable sport bottles, he says, fit both needs. “Durable Tritan™ bottles can be reused to make a positive impression with a responsible, fast-growing and increasingly affluent segment of the market,” he comments.
French notes that PCNA’s new Spin-It Widget and Clicker Cubes “are the hottest trend this summer. Copper-insulated double-wall drinkware is still incredibly popular, and is available in a wide variety of shapes and sizes to keep beverages cool for hours on a hot summer day.”
He adds that logoed promotional Bluetooth speakers are perfect for picnics and parties, while wireless Bluetooth earbuds keep end-users connected to music on the go.
Summertime can be much more memorable especially with promotional products.
CASE STUDIES
Bill Waller of KOOLGATOR: “Last summer, the University of Arizona season pass holders all received a KOOLGATOR Cooling Neck Wrap as a free gift with their season pass purchase. The neck wraps had a design of their stadium, the team logo, and a popular hashtag. Fans showed up to their games with their cooling neck wraps on to stay comfortable in the stands and many tweeted to University of Arizona football with pictures of themselves using their neck wraps saying thanks and talking about what a life saver it was in the AZ heat.
“A large pharmaceutical company orders KOOLGATOR Cooling Products from their distributor every year to provide to individuals who overheat easily. It is branded with the pharmaceutical companies name and colors, and most of the individuals who receive it are potential candidates for the particular drug the company sells.
“Many construction companies keep a full stock of KOOLGATOR Cooling Neck Wraps, both for their employees and to hand out at various local events in the summer. The neck wraps are branded with the company’s logo and has their phone number and pictures of some of their best projects. The reverse side has tips for staying safe in the heat. This is a great promotional product for them because they are able to use it to promote safety in the workplace, but also to increase their brand awarenesss by handing it out to potential customers at the local events they attend.”
Murray Siegel of Towel Specialties: “One of my favorite promotions involved towels being given out an event that was held at a restaurant. The beach towels were rolled up with a ribbon and gift card and placed on the waiters’ trays. In synchronized fashion, the waiters came to each table and ‘served’ the towels to the attendees. Similarly, another large company placed a rolled beach towel on each employee’s desk; the beach towel had a ribbon and card, and the card served as an invitation to the company picnic.
“A company exhibiting at a trade show promised its customers a free beach towel if they would stop by their booth and spend a few minutes filling out a survey. The response was much better than the year before when the exhibiting company only promised ‘a free gift.’”