In this blog post I’ll share with you a range of seasonal marketing dates you can use this Summer to grow your business. There are so many opportunities throughout the year to use these; every month has a wide range of ‘days’ or ‘events’ you could take advantage of. Of course you don’t need to do something for all of them! Just pick one or two, or a small handful of the ones that excite you the most or that you feel you’ll be able to leverage best.
Many of these are fun and lighthearted, but some are more serious – the more serious ones you might not want to use for marketing or sales, but instead as a prompt to reach out to others by share something that’s close to your heart, either to bring more awareness to it, or to help other people who might also be in a similar situation. Either way, whether fun or serious, seasonal marketing dates are a fantastic way to connect in a genuine and deeper way with your ‘people’ by talking about things other than photography that are important to you personally. It’s all about meaningful connection.
Keep your ideal client in mind when you choose your seasonal marketing dates as some of these will have more impact on some people than others, and some will be more relevant to certain types of photography than others. Choose ones that you know will resonate with your own unique ideal client for the specific type of photography that you offer. If you offer more than one type, ideally concentrate on just one specific type of photography at a time so your messaging has more clarity.
There are 3 main ways you can utilise seasonal events in your business:
1) CONTENT MARKETING
Using seasonal marketing dates doesn’t have to mean running special offers! Content marketing is the simplest way to use these days/events to your advantage. Are there any blog posts you could write relating to this that your ideal client would find interesting and helpful/useful? If at all possible it’s great to tie it in with your services or industry – if there’s a photography-related slant to the article then perfect! However, it also doesn’t matter if it’s not tied directly to your photography. For example, I have a ‘festivals with kids‘ article – I’ve added a lot of likeminded families and clients to my audience and mailing list through this blog post even though it’s got nothing to do with my photography.
If it interests your ideal client then articles like this will help them to grow to know, like and trust you – all of which will encourage future bookings. Plus, if they are already on your blog reading this then there is a significant chance they will also have a look around to see what else you do. Content marketing like this also gives you the opportunity to create content and offers that are easily searchable with hashtags and SEO related to that event – so they are a great way to draw new people into your orbit as you’re giving them a new way to find out about you, even if they’re not directly searching for photography at this time.
2) SEASONAL SERVICES
You might actually create a whole new ‘pop-up’ service purely relating to that seasonal event – e.g. Autumn or Christmas mini-sessions – something you never usually offer but is available for a limited time and/or for a limited number of people. Similarly, you might choose to offer gift vouchers for a limited time for a specific thing.
3) SPECIAL OFFERS
Instead of creating content on your blog or creating a new seasonal service, you might just choose to use seasonal marketing dates run some kind of special offer on your existing services, for example:
- Competitions / giveaways
- Flash sales (substantial discounts for a very short period of time)
- Limited number available
- Bonus items (prints etc)
- 2 for the price of 1
- Package deals for booking multiple shoots
- Better payment terms e.g. spreading the cost if bought before x date
Be wary of these though – if you have too many seasonal promotions or offers then it will dilute your main offering. If you do too many or make them too predictable then people are likely to just wait for these rather than booking during ‘normal’ times. You may want to reuse some of these each year, which is of course absolutely fine – wedding photographers may always want to do something for Valentine’s Day, and family photographers may always want to do something for Mother’s/Father’s Day for example. However, for the reasons above, where you can, it’s a great idea to vary exactly what you offer for these each year, and where possible vary the days/events you use too.
UPCOMING SUMMER SEASONAL MARKETING DATES
Here are a list of some upcoming Summer seasonal marketing dates that you might connect with – there are heaps more than this (just google ‘awareness days’ and you’ll find millions!) but I’ve curated a list of the few that I feel are most relevant to people photographers (weddings / families / pets / personal branding). I’m sharing them now while we’re still in Spring so you have time to plan for them. I’ll share another list like this towards the end of Summer to help you with possible Autumn dates 🙂
30th May – 5th June – National Camping Week
June – Pride Month
June – Great Outdoors Month
June – Care For Your Grandparents Month
June – SANDS (Stillbirth and Neonatal Death Charity) Awareness Month
1st June – Global Day of Parents, International Children’s Day
5th June – World Environment Day
5th June – National Gardening Week
6th June – Garden Wildlife Week
6th June – Cancer Survivors Day
7th June – Carers Week
8th June – Best Friends Day
14th June – Men’s Health Week
14th June – Learning Disability Week
15th June – Smile Power Day
15th June – Nature Photography Day
18th June – International Picnic Day
19th June – Father’s Day
21st June – Summer Solstice
21st June – World Music Day
23rd June – National Writing Day
27th June – World Wellbeing Week
29th June – Children’s Art Week (actually runs for 3 weeks!)
29th June – National Camera Day
July – school Summer holidays start
3rd July – Thank You Day
6th July – International Kissing Day
7th July – World Chocolate Day
9th – 13th July – Eid al-Adha
15th July – World Youth Skills Day
15th July – National Give Something Away Day
17th July – National Ice Cream Day, World Emoji Day
21st July – Get To Know Your Customers Day
24th July – Parent’s Day
30th July – International Friendship Day
August – school Summer holidays
1st August – National Girlfriend Day
1st August – World Breastfeeding Week
8th August – International Cat Day
9th August – Book Lovers Day
11th August – Son & Daughter Day
13th August – International Left Hander’s day
15th August – National Relaxation Day
19th August – World Photography Day, World Humanitarian Day
26th August – International Dog Day
I hope you find these useful! Which of these are you planning to use?
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