Summer, otherwise known as the silly season… For many businesses, it means downtime. While calendars slow down and inboxes stay empty, smart brands know it’s the perfect time to stay visible. Whether it’s about building loyalty, showing appreciation or staying top of mind, a well-timed gift goes a long way. Kiki Albers, Account Manager at Compacon, tells us more about why summer is the perfect moment for smart, well-timed merchandise and giveaways.
‘During the Christmas holidays, people expect something’, says Kiki. ‘A Christmas box, a personalised gift, maybe a bottle of wine - it’s almost mandatory. But in summer? No one’s really waiting for a surprise. And that’s exactly what makes it so effective. It shows real attention, right when it’s least expected. That kind of gesture tends to stick with people.’
Be smart with your budget
In recent years, Kiki has noticed a shift: ‘More and more companies are spreading their marketing and gifting budgets throughout the year. It’s no longer just about that big push in December, brands are starting to show up in spring or summer too. It provides multiple touchpoints and helps build loyalty over time. When you align your merchandise with the season - think beach towels, water bottles or festival kits - your brand becomes part of positive experiences. People take those items with them: on vacations, to events and out into the world. You’re literally present during the longest and sunniest moments of the year.’
Sustainability and quality are key
'The actual gift? It has to be spot on. 'Relations and employees have become more critical. They expect something that matches the brand's values. The more aligned it is with your organisation, the longer you will remain visible. Disposables and ‘plastic junk’? You're not doing anyone a favour with those anymore’, Kiki says. 'Sustainability and quality come first. Better one great, useful item than a bag full of stuff that is quickly forgotten.'
Summertime offers plenty of opportunities
‘Many brands overlook the summer until it’s too late’, Kiki observes. ‘Most of their focus tends to go towards autumn and winter. But if you think ahead now, you can really make use of the quieter months. The best campaigns happen when you start early. At Compacon, we love helping brands shape concepts that match their audience, values and the season. We believe that merchandise isn’t an afterthought anymore, it really is part of the brand experience.’
Kiki's tip: plan ahead
Kiki has a key tip for marketing and HR managers: ‘Use a gifting or campaign calendar. When you plan ahead and align your budget early, you avoid the last-minute stress. And that’s when you can actually make an impact. Good preparation is what separates a forgettable gesture from one that truly sticks.’ Or, as Kiki puts it: ‘Thoughtful gifts when no one expects it, that’s what makes your brand memorable.’
Looking to make an impact this summer?
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