Stock market crash in your performance campaigns? - Hello summer slump!

Every year I predict it to clients like a prophetess, but somehow no one ever wants to believe me, even though we are all confronted with this phenomenon, the „summer slump“ in performance campaigns. Don't get me wrong - in the Agency I haven't experienced a summer slump for years. It seems we never really run out of work, but campaigns are usually literally dead in the water during this wonderful time. While the sun is shining down on us and at least we are still sweating in the current office, customers and employees are going on their well-deserved vacation, it often seems as if the conversions and return on advertising spend (ROAS) in many campaigns are also on vacation. So what to do? Look up in the air and twiddle our thumbs, or see it as an opportunity to sharpen our strategies and prepare for the coming peak season?

Declining attention: Why performance campaigns suffer in summer

Consumers' habits change dramatically in the summer. Many are on vacation, spend less time online and are generally less focused on consumption. This leads to falling conversions and a lower ROAS in many sectors. No matter how high the budget, how appealing the visuals and how hot the target groups, nobody seems to buy! But instead of sitting on our hands, we use this time to work out strategies with our clients for the really hot consumer season of the year.

But your product is actually a summer product and the Christmas business doesn't really bring you anything? Then I've summarized our go-to strategies for you here, with which you might still be able to make a splash in the summer.

Let's tackle the summer slump!

1. Re-evaluate and segment target groups

Use the summer months to refine your target group analyses. Understand who is also active in summer and adapt your approach & visuals accordingly.

2. Carry out creative refreshes

Don't bore your target group with the same old visuals. Bring a breath of fresh air to your creatives to attract the attention of users who are also active during the summer months.

3. Intensify remarketing campaigns

Use the quieter period to retarget those who may not have converted during the summer but have shown interest. A well-timed remarketing campaign with the right incentives can work wonders.

4. Offer content with added value

Summer is a great time to share content that offers real value. Whether it's informative blog posts, how-to videos or inspiring case studies, use this time to position your brand as a thought leader.

5. Experimenting with new channels and techniques

Test channels and advertising formats that you have not used before. For example TikTok a rising star in the social media industry and while the bubble seems to be asleep on Instagram and Facebook, the content on TikTok is becoming more rather than less, even with the Creator Fund. Perhaps now is the time to try out a TikTok campaign or test interactive formats.

Conclusion: The summer slump as an opportunity

Instead of seeing the summer slump as an inevitable dry spell, see it as an opportunity to prepare and refocus. Use this quieter time to sharpen your strategies, test creative ideas and get everything ready for the busy shopping season before Christmas.

Where to start?

Are you overwhelmed? No worries - we got you covered! We'll help you set the course for your success. We are still accepting new customers for the winter season until the end of August. Your chance to work with experts on your strategies for the coming business year. The summer slump is also coming to an end. Are you ready for the Christmas business?

Write to me now 👉🏻 hello@oha.digital