Summer is a time for relaxation, rest, and often a break from professional and consumer habits.
However, with the return to daily routine, a huge opportunity opens up for businesses to regain their audience’s interest, boosting not only sales but also their brand awareness.
So, how can you create a strategy that successfully re-targets both your existing and new audience?
- Create an email marketing strategy
Email marketing remains one of the most efficient communication channels with relatively low cost.
You can use it to create a series of emails with content that informs, inspires, and grabs your audience’s attention.
What kind of content can you develop:
Personalized welcome back campaigns: Create a newsletter announcing your return and teasing new projects—or, if you run a retail business, new product collections. This builds anticipation in your audience and strengthens their desire to stay tuned to your emails.
Exclusive offers: Send out a newsletter offering special discounts or early access to fall collections/services. Even a small incentive can create a sense of exclusivity, increasing the likelihood of a purchase.
Content-driven newsletters: Your newsletters should primarily offer value. Create a series of useful content with tips, suggestions, and behind-the-scenes material that will help your audience better understand your product and get to know your business more deeply.
- Upgrade your social media content
Social media is the most immediate channel of communication with your audience. It’s where you’ll find not only your current customers but also new users who may be interested in your products or services.
It’s important to develop a strategy with a content mix that’s both informative and entertaining, encouraging interaction with your accounts.
That way, you’ll attract new users and convince existing ones to make that all-important conversion.
What kind of content can you develop:
Back-to-routine campaigns: Posts that talk about returning to everyday life with humor, positivity, and relatable moments.
User-generated content: Ask your audience to share photos or experiences from the summer, creating an emotional connection.
Seasonal content: Tap into fall themes (new habits, work, school, cozy lifestyle).
Mini competitions / polls: For example, “What do you miss most about summer?” or “What’s your fall must-have?” Link the responses to your product or service.
Case Studies to Inspire Your Own Strategy
- Starbucks
Every September, the launch of the Pumpkin Spice Latte has become a global trend. Consumers eagerly await the chance to enjoy one of the brand’s most iconic drinks.
But it’s not just the coffee or flavor that Starbucks is selling—it’s the emotional connection with the audience, created through a seasonal ritual that marks the change of season.
- Sephora
Through campaigns in newsletters and on social media, Sephora presents its fall collections with smart call-to-actions like “Refresh your routine.”
They achieve this by creating videos with fall makeup tutorials, partnering with beauty influencers to show their seasonal routines, and generally producing content that signals a new season and new product launches.
The key is to approach your audience with authenticity and freshness. Don’t stick to basic promotional messages.
Instead, create content that resonates with their new daily life and inspires them for the next step.
Developing a strategy—and most importantly, staying consistent with it—can be a complex process that requires time and great attention.
Are you ready to elevate your business with the right content?
If you’re looking for a reliable advertising agency in Thessaloniki with years of experience and comprehensive services, Pylarinos Advertising is the partner you need. Contact us today and discover how we can help you boost your brand awareness, leads, and sales.
