When the temperatures climb in the Coachella Valley, the ad budgets seem to drop.  Is this a smart strategy, or just a reflection of exhaustion from a busy 8-month season and a dwindling budget?  Is it better to spend all your money when the Valley is bursting at the seams, or save a little to attract the over 500,000 permanent residents who stick around all summer?  And what about those brave tourists from Europe (they LOVE the heat of the desert), and our drive-in friends from the gloomy coast to our West?  Thousands of summer visitors love coming here, basking in the heat, and heading out for dinner, shopping and adventures at all hours!  How will they know you exist if you hide?

It’s a dilemma that we are asked to address for all of our clients, each and every May or June.  In a recent meeting with a potential new client, it was refreshing to hear that her plans always included summer marketing tactics, that maximized and leveraged every dollar to be sure, but she would not “go dark” over the summer as new clients and sales can be made.  We applaud that thinking and it got us to thinking… so we are challenging our clients to rethink their summer hibernation in favor of a few well-placed media strikes designed to keep the buzz alive and the sales coming in.

We always recommend that at least 20% of the budget be reserved for summer media packages… great rates, great added value and a great opportunity to reward loyal customers and create new ones.  Coming out of the economic downturn, don’t be surprised if your customers think you had to go out of business if they stop hearing from you.  No one wants to waste the gas or head out into the heat to find out if you are still in business!  Shutting of the marketing spigot makes it harder for customers to make the decision to brave the heat and enjoy your air conditioned haven.  And your great sales, happy hour specials and the chance to brighten up their day with something new!

And with all of the new integrated online strategies, coupled with the truly discounted media buys that are available, it’s never been easier to keep the buzz alive and to grow your business every month of the year.

With our new online/social media division, FGCreates the Buzz (www.FGCreatestheBuzz.com ) we can tailor an online program that optimizes the relevant social media platforms that best suit your business, linked together and inclusive of your website, to create a formidable online powerhouse message that builds the buzz and ROI.

Combined with our stellar media buying abilities, which leverage every dollar with added value and more, and you’ve got the winning combination for very little $$.