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As summer quickly approaches and marketers start planning their budgets, they're looking to find the spending sweet spot to maximize their ROI. For brands where the summer season is their peak season, the pressure is even higher. As such, they'll often cram most of their spending into a span of a few months, even investing beyond the point of diminishing returns.
This means looking at historical sales trends and identifying the key factors driving that behavior. For example, a company selling cold medicine can look at prior sales data to find where their sales start to increase and start running their campaigns during those months to meet the increase in demand.
Following that, marketers need to account for the budget needed to fund their peak season. Marketers are going to want to modestly heavy up their spending to support the increase in consumer interest and demand. Instead of a long-term approach, invest in short-term tactics to drive sales over a set time period, creating a sense of urgency and encouraging immediate action.
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