by Lisa Zone

July 29, 2021

It’s been a weird year and a half, and the world finally feels like it’s starting to open up again. There are Little League tournaments and dinners with friends and (finally!) a resurgence of family vacations. While your summer getaway might only give you a week or so away from the grind of everyday life, it’s probably enough time for you to recharge and take stock of what’s important.

So, what happens after you schlep all your suitcases home and head back to the “real world” of video calls and looming deadlines?

I’d encourage you to channel some of those vacation vibes by applying what you learned to your marketing efforts. A few examples:

1. Everyone’s needs are different. No one needs reminding that everyone vacations differently. Some want to stack the full week’s agenda on day 1 while others would prefer to read by the pool. The point is – everyone’s needs are different on a family vacation, which may need some adjusting and compromising to make the vacation a success.

Now translate that mindset to your marketing program. How are you ensuring your marketing efforts aren’t one-size-fits-all? If you haven’t done so recently (or ever), now may be a good time to do some persona work to make sure your brand is delivering what each of your stakeholders needs.

2. Pictures tell stories. A rite of passage with any family vacation seems to be the obligatory end-of-vacation photo dump. Why? Because we want to document and remember the trip in more vivid detail than just our memory alone might allow. Pictures serve as colorful reminders of what was happening both in front of and behind the camera. Family vacation pictures evoke emotions.

Now, think about your brand’s marketing efforts. Do the photos you use evoke emotion and tell a story? Or are you using and re-using the same stock imagery you’ve been using for years? Or are you selecting photography more to satisfy the design layout than to truly tell a story?

Your vacation pictures should serve as a reminder that powerful imagery and photography can really advance your brand’s story. Is it time to allocate some budget to a photo shoot or custom illustrations?

3. Get a change of scenery. We all need a change of scenery every once in a while. Whether it’s the beach or the mountains or a secluded desert retreat, getting away from the everyday grind can provide a much needed reset.

Now think about the last time you did that for yourself from a professional perspective. Whether your new “everyday normal” is your kitchen table,  home office or an office building (or some combination of both), it’s still a good idea to get away from that environment when you’re trying to do big thinking – for new ideas, strategic planning or general development of your business. Book an off-the-beaten-path meeting venue for an offsite with your team. Or take “walking meetings” through your local park. The takeaway is this – it’s harder to get out of the hum of everyday business and into a more “big picture” mindset when the scenery doesn’t change.

Try taking an 8-hour “professional vacation” from wherever your day-to-day work gets accomplished and my bet is you’ll have a renewed focus, energy and clarity about what business imperatives lie ahead.

Think back to your most memorable vacation. What made it that way? Take five minutes to jot down your answers. Now, study that list and determine whether you can channel any of those learnings to your marketing program.

While you may not have the tan to show for it, my guess is you’ll find at least one or two nuggets that can help you refocus, reenergize or reimagine how to best position your brand for its “post-vacation glow.”

To talk more about your brand’s marketing needs, drop me a line and let’s get that walking meeting scheduled.