And when I suggest that Hamilton House will do all these “lots of things” for new customers for free during the summer, the reply I get suggests that the reader tends to be a little under-impressed.
And when finally I then give a list of all the things that tend to be done in the summer by the most successful of the companies that sell to schools, there tends to be silence.
The point is that in the olden days summer promotions didn’t exist beyond perhaps sorting out the autumn catalogue. But since then the world has changed, and there is a lot of evidence that the companies that really do well in the autumn term lay the preparations for their success during the summer.
These activities include developing their Facebook position, testing out articles, building an audience, and understanding exactly what teachers on Facebook are looking for. Developing a Twitter presence also happens at this time.
Re-working the website and landing pages is also a key area of work.
Many firms find that only a tiny percentage of people who go to their landing page then buy from them and as a result two things need doing.
First a simple re-design of the landing page can have a major effect in terms of upping the percentage of visitors who go on to buy. Plus, offering a free report to those who don’t place an order can also give you an ever growing email list of people who are interested – but not yet interested enough to order now.
For companies that sell to Australia and New Zealand there is still school emailing to be done, and, of course, schools in Scotland return in August and can be promoted to. Also careers and sixth form tutors tend to be in school about that time in the rest of the UK as they deal with the aftermath of A Level and GCSE results.
Also open are private nursery schools, and of course we should not forget that now with over half of all teachers reading their emails on their mobile device, many will pick up emails that go to their personal (rather than the school’s generic) email address.
And that is still not all because we spend much of the summer preparing for the various special School Weeks that we run, entry to which is free for Velocity clients. Indeed if you have not come across this area of our work, take a look at our School Awareness Weeks website. These events do take several months to set up so again the summer is the ideal time to do the preparation.
Finally there is the question of research. Most companies need to understand more about teachers’ attitudes towards their products in order to be able to write better adverts, and yet most never get around to doing the research. Once again, the summer is an ideal time for preparing the questionnaire that can generate a much greater understanding of the market one is selling into.
If you have not used our Velocity service before, we will work with you at no cost during July and August so that come September your marketing hits the ground running.
You can read more about Velocity on our website, or simply call 01536 300 000, press option 2 and we’ll answer all your questions, plus some you never thought of. Or alternatively please email Jenny@hamilton-house.com