Summer Is Coming: How to Refresh Your Campaigns With a New Summer Sheen
Summer is just around the corner and, if trends continue the way they are, it’s looking to be a huge season for shopping and sales. Here at FieldTest we know that the best ad campaigns are dynamic and ever-changing, that’s why we give you all the tools to monitor performance trends and optimize on the fly. It’s always a good idea to keep your campaign creatives current in order to maximize their impact with your audience and just like we will soon be swapping out our sweaters and sweatpants to T-shirts and shorts, it’s the perfect time to give your creative a sunny makeover.
Today we’ll give you some pointers on how to refresh your ad creatives to make sure your summer ad campaigns are connecting with your audience in ways that are meaningful, current, and long-lasting.
1: Get creative with your landing pages
The first step in any summer creative refresh is, maybe surprisingly, not made on the FieldTest platform. If you’ve run a few ad campaigns with FieldTest before you know that the landing page you select matters, this is no different during a summer creative refresh. It’s very important that the landing page your customers land on match your ad creatives in tone, imagery, wording, and so forth. With this in mind, the first step you'll need to take in doing a summer creative refresh is to update your summer landing pages.
Maybe choose some sunny new hero images and brainstorm some new summer branded copy. Take some new product photography in new summer settings like the beach or a park and maybe even consider planning on a release of a limited edition seasonal product. All of these will result in a solid foundation for summer ad campaigns and will ensure that you not only have a much easier time building your ads (your images and copy will already be decided!) but will also ensure that your customers who click on your ads will find themselves on a landing page that is consistent with their expectations, which data shows results in exponentially higher sales and ROI.
2: Build out full funnel ad campaigns
If you are an avid reader of the FieldTest blog, you know that any type of creative refresh is worth making a full funnel experience. As a refresher (and for any new readers), let’s talk about ways in which we can take our Summer Creative and speak to each potential customer, depending on where they are in the decision making process.
First, consider what the call to action is. Do you have a new product line for the warmer weather? Is one of your hero items perfect when viewed through the lens of summertime? Or do you just want to get some new creative in the mix and phase out some older, lesser performing creative. Depending on the answer here, you can adjust your message accordingly.
We’re going to pretend that FieldTest has a delicious and refreshing drink called Arctic Cooler and use this as our example.
Upper Funnel (Awareness):
“Summer is here! Make sure to grab some FieldTest Arctic Cooler to stay chill.”
“Introducing FieldTest Arctic Cooler - Perfect For A Day At The Beach”
“FieldTest Arctic Cooler - Quenching Your Thirst All Summer Long”
Middle Funnel (Consideration):
“FieldTest Arctic Cooler & Backyard BBQ’s Are A Perfect Match”
“Tried Our New Arctic Cooler Yet? Goes Down Smooth on A Warm Summer Day”
“Hot Enough For You? Remedy That With FieldTest Arctic Cooler”
Lower Funnel (Action):
“Try The New FieldTest Arctic Cooler - 20% Off your First Purchase”
“Celebrate The 4th In the Chillest Way Possible - Free Shipping on Arctic Cooler”
“A Deal So Great You’re Going To Need Another Fridge - FieldTest Arctic Cooler is BOGO”
3: Find your audience
Now that you’ve set up your landing pages and built your creatives it’s time to target your perfect summer audiences. Luckily for you, we make this part easy. The FieldTest platform has audience segments for just about any summer event or activity that you can think of, so dig in on our audience targeting and don’t be afraid to get creative with your search:
While these are data segments you can consider, when it comes to a summer themed creative strategy, what you really want to do is speak to your core audience. This is where our ‘My Converted Users’, ‘My Site Visitors’ and ‘Lookalike Audience’ targeting options come in handy.
Whether you have a summer themed product you are rolling out or just want to offer a variety of summer discounts (Memorial Day, Father’s Day, 4th of July, Summer Vacation Sale, etc.), using summery creative to connect with the folks engaging with your brand the strongest is more often than not the best strategy.
Start your summer creative refresh planning now for the best performance
We know that high performing ad campaigns are ever-changing things, constantly being updated and optimized to meet the needs of your customers. That’s why we built the FieldTest Platform to make it easy to build and publish new ad campaigns in minutes. Whether it’s adding new creative strategies to reach new customers or trimming down ones that are underperforming in order to connect better with your current customers, FielTest makes the process as simple and pain free as possible so you can have the best performing ad campaigns imaginable.