How to Engage Your Audience During Summer Break

As the mercury climbs, businesses face a peculiar challenge: how to keep their audience engaged when everyone's mind is on vacation mode. At haca.studio, we've observed an intriguing pattern. The very season that prompts people to disconnect presents a unique opportunity to forge deeper connections. It's counterintuitive, isn't it? But let's unpack this idea.

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The Power of Soft Connections

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Imagine you're at a summer barbecue. The conversation is light, and the atmosphere is relaxed. You're not discussing quarterly reports or KPIs, yet you're building relationships effortlessly. This is the essence of summer engagement - soft connections that leave lasting impressions.

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Online Engagement Ideas

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So, how do we translate this to the business world? Let's explore some ideas that can be implemented online.

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1. Summer Reading Suggestions

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In the summer of 1936, Allen Lane launched Penguin Books with the radical idea that quality literature should be as affordable and accessible as a pack of cigarettes. Why not apply this revolutionary spirit to your summer marketing?

Create a curated reading list that blends business insights with summer leisure. Here are our takes related to creativity and comms:

-"Big Magic” by Elizabeth Gilbert. A fun and light book about creativity written by a (famous) writer while fighting her writer's block.

- "The Tipping Point" by Canadian journalist Malcolm Gladwell. The book seeks to explain how people create new trends, describing the "mysterious" sociological changes that mark everyday life.

- "Jab Jab Jab Right Hook" by Gary (Vee) Vaynerchuk. A blueprint to social media marketing strategies made with care by a thinker we feel aligned with (and because we liked the boxing reference).

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Each book offers valuable insights while being engaging enough for poolside reading. By sharing a list, you're not just suggesting books; you're curating experiences and sparking conversations.

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2. The #SummerChallenge

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In 2014, the ALS Ice Bucket Challenge swept across social media, raising both awareness and funds for ALS research. It was \simple, engaging, and perfectly timed for summer.

Why not create your own summer challenge? For instance, if you're an environmental NGO focused on fashion, you could introduce the #30DaysOfRewear challenge. Encourage followers to creatively restyle and re-wear their clothes for 30 days, sharing their looks with your hashtag. It's engaging, aligns with your brand values, and taps into the summer spirit of creativity and fun.

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3. Host a Virtual "Summer Skills" Workshop Series

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Summertime is great for learning too! Instead of a physical Summer Camp, hosting an online Virtual "Summer Skills" Workshop Series can create a quality moment between you and your audience. You could even partner with local venues or unusual spots to host some of these sessions, bringing the idea to life.

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Offline Engagement Ideas

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While online strategies are crucial, don't underestimate the power of offline engagement during the summer months. Here are some creative ideas to consider:

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1. Pop-Up Events

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Pop-up events are an excellent way to create buzz and engage with your audience in a memorable way. For instance, an environmental NGO could set up a pop-up eco-market showcasing sustainable products and workshops on upcycling. Choose locations with high foot traffic and create experiences that reflect your organisation's mission and personality.

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2. Create Summer-Themed Products or Services

Design limited-edition products or services specifically for the summer season. For example, a health-focused NGO might introduce a summer wellness kit, including sun protection, hydration tips, and healthy snacks. These seasonal offerings can attract new supporters and re-engage existing ones, emphasising the importance of their cause in everyday life.

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3. Collaborate with Summer-Related Brands

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Partnerships with brands that complement the summer lifestyle can enhance your visibility and reach. For example, a technology-focused NGO could partner with a popular outdoor sports brand to launch a "Smart Summer Fitness" campaign. This could include hosting events where participants try out the latest fitness wearables during organised outdoor activities like group runs, cycling tours, or yoga sessions in the park. This approach demonstrates the practical applications of tech in everyday life while aligning with the summer spirit of outdoor fun and fitness.

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Disconnect to Reconnect:

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While creating all these engagement opportunities, we simultaneously believe and advocate for disconnection. It seems paradoxical, doesn't it? But this is where the magic happens. Summer is a unique moment for recharging our energies, making new experiences, and dedicating time to loved ones.

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Conclusion

What we're really talking about here is the "Summer Connectivity Curve." It's not about maintaining a constant high level of engagement throughout the summer. Instead, it's about creating meaningful peaks of connection, interspersed with valleys of refreshing disconnection.

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Discover more of our journals, a treasure trove of valuable insights, practical tips, and industry trends that will take your events to the next level.