I was recently elected to the Board of The Advertising Production Club of NYC (yes WOW, I know!) which has brought me back deep into the agency world. It’s already been amazing reconnecting with people I’ve worked with and making new connections in the short time I’ve been involved. Last week during a call discussing plans for upcoming APC-NYC events with Jim Levin who heads the educational committee, he reminded me about Summer Friday’s.
To provide some context where needed, some companies – especially advertising agencies – allow employees to dress down and even leave “early” on Friday’s in the summer. If it’s practiced all year round the term “Casual Friday” is probably used, but for June, July and August they are called Summer Friday’s and it’s something to look forward to, especially if you live where it’s HOT and have a less than causal dress code during the week.
It’s been a while since I thought about Summer Friday’s. I work from home so every day is pretty much a Casual/Summer Friday to me. Speaking with Jim brought me back to the happiness I had when Friday rolled around, and the collective happiness in the agency. PS… I did say general. Not all Friday’s and people play along with such things, especially in advertising!
That said, there is a huge opportunity for printers and service providers to take advantage of the good mood flowing on Summer Friday’s. Here are a few ideas…
Reconnect, Creatively. These are AD AGENCIES and they create and see cool stuff all day long. Play into the summer theme and deliver information they can use. One of the best examples I’ve seen was from a real estate agent. He created a calendar of local summer events and festivals to share. He emailed it, but you can print it and drop it off at the agencies your serve (or want to). Leave a handwritten note, make sure your logo and contact info is printed on the calendar, then wait for your thank you. WAIT for it. If it doesn’t come it doesn’t come. This is a gift, not a reciprocation. Plus, don’t forget your contact info is printed on the calendar or whatever you decide works best.
Deliver An Experience. Literally. Printville London is a company I met through social media, joins us on Wednesday’s for #PrintChat (9PM in the UK – Cheers!!), and ran a very cool “#WorkSundaes” promo recently. Using social media to create buzz, engagement, and awareness for their company, Printville delivered a “deluxe ice cream” experience to a lucky company by partnering with Nonna’s Gelato. There were terms and conditions, but nothing that interfered with the awesomeness of the idea. STEAL IT in the way that is relevant for you! It’s genius for a Summer Friday treat to be delivered, and to have PICS of happy customers loving you, pumped into the social sphere. Well done Printville – and I’m still hoping for a Gelato FedEX!
Be Social. As I mentioned in my first Social Media Minute video, engagement is the key to deeper connections and growing your audience. Use Friday as an opportunity to look though your customers’ feeds and retweet and share their info – even if you had nothing to do with what they are sharing. The feeds are generally lighter on Summer Friday’s so “mention” notifications stand out. You can also use your accounts to share local event info from your awesome calendar and provide a mechanism for people to contact you to get one. Share summer recipes from your staff through your blog and/or a special Summer Friday email blast. And while creative inspiration is always welcomed, Summer Friday’s may provide recipients the time to actually look at what you are sharing. Make it epic, and memorable that it came from you.
If you take the opportunity to work Summer Friday’s into your marketing, and do it in a way that isn’t disrespectful of time and general “don’t bother me with pitches today”… your Monday’s may just start looking better.
SUMMER FRIDAY’S LONG AND PROSPER!
Deborah Corn is the Intergalactic Ambassador to The Printerverse at PrintMediaCentr, a Print Buyerologist™, Integrated Marketer, Industry Speaker and Blogger, Cultivator of the Print Production Professionals Group, the #1 Print Group on LinkedIn, and host of the weekly industry #PrintChat on Twitter. She has more than 25 years experience working in advertising and marketing, and works behind the scenes with printers, suppliers and industry organizations helping them to achieve success with their cross media and social media marketing.