Ah, summertime. It can be most creative time to plan and implement marketing promotions. Living in Florida as I do however, summertime can be one of most frustrating times of year too! Everything "shuts down" from May-September. All because "snowbirds" have gone back up north! I see advertising in various media plummet in summer. Excuse me. But there are still millions of us here year round that would buy your product (if you paid a little attention to us).

But this challenge isn't just in Florida. I also hear "well, everyone's gone on vacation" (all summer?). And what about all places that all northern folk go back to in summer? I know many Marketing Directors who basically ignore summer or give it little attention, thereby fulfilling their own thought. OK. So realistically, those of us who are smart enough to have figured this out can really make an impact because "the coast is clear", so to speak.

Let's take a peak at all great things about business in summer!

First, you can get cheaper advertising rates and take advantage of many promotions being offered to you from other businesses. Let's make a deal is name of game. Do you have a media outlet you've wanted to try but felt cost too prohibitive? Give them a call and see what their "blue plate special" is. Plus, you'll have advantage of advertising in uncluttered publications. Fewer ads will help you stand out.

If you knew what not to do when considering marketing choices for your business, just think how much money and energy you would save! Put these helpful tips in your marketing toolbox and pry it open before you make any costly decisions!

1. Putting all of your eggs in one basket

Could be very costly. If you bank of success with one thing and one thing only to promote your business, you won't begin to realize return on your investment. Keep in mind that marketing is an integrated process. That means that it must consist of a variety of strategies to be successful. By diversifying your efforts, you will increase reach of your message and stretch your marketing dollars.

2. Shooting in Dark

You don't have a target. You're just hoping something will stick. If you find that you are throwing yourself at every marketing opportunity coming your way, step back and realize that's it's better to have a plan. Set your objectives first. What goals do you want to accomplish in what time period? Define your target market. Set your budget for next 6 to 12 months. When you have a plan, there is no reason for "crises marketing." This eliminates advertising rush charges and prevents you from straying to far from your plan.

3. Having a Rigid Marketing Plan

This means an earthquake couldn't get you to change your mind! Remember that marketing plans must be flexible. You must always be adjustable to marketing conditions, new opportunities and other factors. Your marketing plan should be re-evaluated at least every quarter. This doesn't mean that you need to add more money to your budget. If a great opportunity comes along, eliminate one piece of your plan and move money to your new idea. I always find it helpful to include a "contingency" line item in my plans. This is kind of like "emergency" funds.

4. If it Ain't Broke, Don't Fix it