It's the silly season again: holidays, half-empty offices and a lack of trade are typical here. Many of us are taking it a bit easier, and marketing and sales are also on the back burner. But if you think you can give the (online) marketing and communications department two months off, you are very wrong. Right now, you can really use these people! How exactly? By putting all your energy into community building. Because are you creating brand preference now? Then there is a good chance that your results at peak times will improve significantly year-on-year , especially on channels where you may not have been that active before.
If we look at the traditional meaning of the silly season , then apart from the cucumber harvest, it is currently c level executive list far from silly season. The media is active. No cat videos or mindless 'did you know' to fill the timeline, but a continuous stream of news. However: the term silly season has acquired a deeper meaning than the actual summer period. It is now seen more among companies as 'a period, at any time of the year, in which trade is at a lower level for us'. Seasonality , in other words. And for many companies, this is not only the case during these summer months. COVID-19 has ensured that the silly season started a lot earlier for them, and unfortunately it is not about to stop.