As part of Perfect Balance Marketing’s series on seasonal trends, this post looks ahead to August marketing themes including events and trends to help you plan your month’s marketing.
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And while we’re looking ahead to bank holidays, wedding season, festivals and annual holidays, make sure you also keep up with the marketing themes for July.
August is a chance to relax in the UK – the days are long, the evenings are light and the temperatures are warm.
Millions of us take holidays this month, the shops are full of barbecue food (whatever the weather), and the beaches are crowded with families in flip flops.
School’s out and parents all over the country are juggling childcare and work responsibilities but for holiday businesses it’s all systems go to capitalise on the holiday season.
Here’s a round-up of what events are taking place this month, along with a round-up of August marketing themes, to give you ideas for your marketing.
Wedding season is well underway, with invitations pinned to thousands of noticeboards in kitchens all over the country and guests frantically searching for appropriate (and within-budget) wedding gifts.
Your holiday business could offer special rates for wedding parties looking for group accommodation, or special packages that include extras such as in-house chef or spa treatments for large groups.
Guests will also be looking for memorable gifts so you could create a gift voucher for short romantic breaks for two (out of season to help fill those quieter shoulder months).
5-21 August – Summer Olympics in Rio
The world’s biggest competition is back after the spectacular 2012 London games, so what will this year hold?
There will be extensive coverage in the media, and the high street and supermarkets will be full of branded merchandise from corporate sponsorts.
You could hold your own Olympic event, simply screening the games on-site or perhaps holding an athletics or archery tournament for guests, with bronze, silver and golf medals for winners.
The Olympic Committee have very strong guidelines on branding, so make sure you read these closely to avoid getting into trouble with the marketing police.
5-29 August – Edinburgh Fringe Festival
Held in Scotland’s capital, this is the largest art festival in the world with thousands of performers taking to stages throughout the city.
There are hundreds of smaller festivals taking place throughout the UK during the Summer, so retailers will inevitably be capitalising on this trend with festival fashion and accessories.
How could you tie in with this theme? Could you serve special festival food, or hold a festival fancy dress night with live acoustic music, hair-braiding and henna tattoos.
12 August – International Youth Day
This annual event is organised by the United Nations and aims to celebrate the efforts of young people in creating and enhancing local communities.
You could organise an event for young people at your holiday business, offer a discount on ice-creams to people aged 15-24 (this is the age the UN defines as ‘youth’) or promote any entertainment and activities nearby that this audience would enjoy.
13 August – International Left-handers’ Day
Just 12% of the world’s population is left-handed and this is their time to shine!
Have a bit of fun with this one and create special offers for left-handers for the week – maybe a large coffee for the price of a small, or extra clotted cream with their scone and jam.
You could even talk to a local freelance therapist to provide hand massages and manicures to guests , whether they’re left-handed or right-handed!
29 August – Late Summer Bank Holiday
The final Bank Holiday of the year before Christmas is one to be treasured – people will be looking for short breaks and events to attend with their family before the end of the Summer holidays.
Hold an end of Summer barbecue for guests, ensure you have plenty of information about events taking place nearby, and provide a range of short breaks that cater to all budgets.
Also try and take a bit of time to relax yourself – you’ll have earned it after a busy season!
28 August- 2 September – World Water Week
Eco-tourism is big business, and guests are increasingly interested in finding out how holiday accommodation providers are doing their bit to minimise their impact on the environment.
How do you save water? Do you recycle? What about energy-saving light bulbs? Make sure your green credentials are well publicised on all your printed marketing materials and on your website.
Once August is over and the schools are back, it’s time to start thinking about marketing your holiday business for the Autumn, specifically October half-term, and Christmas so subscribe here for next month’s marketing themes to stay ahead of your competitors.
What did I forget? How will you be linking in with August’s themes and events?