Creative marketing ideas for your business diary in July

When the sun shines strong, the cash comes easy, but only if you stay in the front of your customers’ minds. That means putting on a show; it means marketing your business effectively.

But marketing in July isn’t so hard. There are plenty of events, from Independence Day to sport to dedicated food days. No matter your industry, a successful month is on the cards so long as you’re willing to take from the deck of days. To make it even easier, Epos Now have compiled our pick of the litter for you, right here.

So grab your diary and let’s start filling in the gaps!

July: in brief

So you’re on board. You want your shop, your restaurant, or your bar to put on some exciting events to entice your customers. But ideas are easy; it’s coming up with something concrete that still brings you the excitement of that idea that’s the difficult part.

So what’s on this month that catches your eye?

All month

• Independent Retailer Month
• Plastic-Free Month
• UV Safety Month
• Minority Mental Health Awareness Month
• National Picnic Month

Dedicated days

• 1st July - Canada day
• 4th July - Independence Day
• 7th July - World Chocolate Day
• 14th July - Shark Awareness Day
• 21st July - National Hot Dog Day
• 24th July - International Cousins Day
• 30th July - International Day of Friendship
• 31st July - Harry Potter’s Birthday

Sporting events

• 3rd July to 16th July - Wimbledon fortnight
• 16th July - Wimbledon Final
• 20th July onwards - FIFA Women’s World Cup (Soccer)
• 20th July - World Chess Day

How to take advantage of July

It doesn’t need mentioning that July is one of the warmest, most endorphin-fuelled months of the year. Your customers won’t need an excuse to step out into the street, and there will be foot-traffic aplenty.

Even if you’re off the high-street, everyone is looking out for even the smallest reason to go out and enjoy themselves, which means there’s no better time to put on events, especially if you have an outdoor space to exploit.

Last month, for June, we were telling you about International Picnic Day, BBQ Day, Gin Day, and more. July reigns in a whole month dedicated to picnics, but with the summer weather, people don’t need to be told.

Retailers stay stocked up on picnic essentials, from blankets to baskets to jam jars and other tasty treats to lay out on the lawn. Restaurants and bars, now’s the time to ensure your menus are as summery as they get. Consider decking out your tables in picnic style, with bright summer colors and open windows to ensure that even indoors, people feel like they’re getting that vitamin D hit.

Summer-themed strategies for retailers

You may look at the July events above (or, indeed, the sky above) and wonder how you can get people to step inside, not out, and buy from your store. But there’s plenty you can do as a retailer to help people enjoy their month in the sun. The trick is to get the right products in and market your store effectively. So here are a few ideas to get you started:

• July-only or summer-only product lines. Limited-time offers are a tried and tested way of creating that “buy now or regret later”  mindset for customers. No matter the kind of retailer you are, summer changes people’s tastes and habits. A bookshop can have a summer-themed shelf for the month with a seasonal selection of books; a DIY store can have a summer-themed set of products for summer gardening or building.
• Decorate! Showing that your store is in the spirit of the season keeps your store aligned with the mood of most customers. Decorating doesn’t mean splashing out on professionals to come in and overhaul your shop floor. It might be as little as putting out some posters to advertise your summer events and promotions, with pictures of ice creams and beaches in your window.
• Take plenty of pictures for social media. Whether it’s a regular day of trade or a special event, your store never looks more beautiful in summer, with customers in maxi dresses and Hawaiian shirts, the sun streaming in through the windows and shining on yourself and your shelves. So make sure people see it! Take snaps sharing the summer joy and letting everyone know your store is the place to be!

Summer-themed strategies for restaurants and bars

Eating out on a summer’s day or sipping on a drink in the cool, pleasant evening: does life get any better? But how can you make sure people come to you for those memorable experiences?

• Get your specials menu online. A lot of people have their favorite summer dish or drink, the one that gave them that unforgettable flavored moment last summer and the summer before. They’re also on the lookout for the next best thing. Showing people what they’re missing by posting your specials menu online gives them the chance to really miss what they’re not getting. So if it isn’t already, be bold, and put that menu full of summer specials on site for the world to see - remember to use those adjectives to really sell you dishes!
• Host a summer party. Sometimes, bringing life into your restaurant isn’t hard. Whether it’s for Independence Day, Shark Awareness Day, the World Cup, or for the sake of summer, everybody loves a summer party. Hosting one at your venue is a surefire way of bringing in the crowds. Book a DJ (or DJ yourself!), make sure you’ve got staff on hand, and have a good time while shooting out your summer stock. A summer party boosts sales and makes your venue the place people make their summer memories.
• Run a charity event. With the intense heat, it’s no wonder the ice bucket challenge (remember that?) did so well. Combining fun with a good cause makes a strong combination. With UV safety month, skin-care charities are at the front of many people’s minds. Indeed, news emerged recently that the Netherlands’ government is covering the country's sun-cream costs. But there are plenty of different charities and different ways to raise money for them. Whatever you do, don’t forget to plaster the event over your social media pages, website, email newsletters and posters around your business!

Making use of July’s special dates

Theming your July marketing campaigns around these dates creates plenty of avenues for your business to go down, from themed parties to product specials. But let’s take a few examples to explore and see what ideas come up.

For retailers, Indie Retailer Month brings many opportunities to put the spotlight on your business and take center stage. So be sure to take a look at our blog on IRM.

Independence Day

July 4th is one of the most significant days in any American calendar. It’s celebrated not just in the old U.S. of A, but across the whole world. But how should your business celebrate?

Firstly, there’s never a better time to get out your red, white, and blue decorations. Raise flags, dress to impress, and get the bunting on your shelves, tables, and bar; you can even hang it from the ceiling. People will be out in numbers and full of the American spirit, so they’ll want to see the colors when they come to visit your business.

But putting on a special event (or even more than one) is a great idea on July 4th. Run a competition or host an America-themed quiz. A charity drive for veterans could fit the theme of the day. Some special product lines and promotions for retailers (or a traditional dish or drink for restaurants), with discounted prices–these deals are sure to go down well.

Finally, we highly recommend partnering with local events, as it can help your business feature on the local independence day guide, either through sponsorship or by hosting groups that need somewhere to celebrate.

Wimbledon and the Soccer World Cup

Summer is a festival of sport, with big events taking place across the world. Two highlights of the month include the Wimbledon tennis tournament in London, which begins on the 3rd of July and runs for a fortnight. The time difference favors some parts of the country over others, but an evening tennis match in London makes for a pleasant afternoon show on the East Coast and a lunchtime spectacle in California.

Strawberries and cream is the Wimbledon tradition, so stocking up on this specialty could go down well with fans, especially if you can televise the event and create a little Wimbledon of your own on-site.

Soccer fans, though, will have their eyes fixed further down the calendar as the Women’s World Cup begins on the 20th in Australia and New Zealand. Some parts of the country will need highlights, but the popularity of “the beautiful game,” is such that soccer merchandise and events will go down well as people prepare to support their teams … including four-time champions, USA!

Harry Potter’s birthday

Potterheads are in every city and town across the country, and even lapsed or light Potterheads will know that July 31st is the day their hero was born.

Marketing for this group is super easy: retailers, Harry Potter is one of the best merchandised book and film franchises in the world, rivaling and often surpassing Star Wars. Get in some Potter-based merch and let the Potter fans and their Ron and Hermiones (friends) know that your store has the gifts they’re looking for this July.

The hospitality industry can cash in by giving Potterheads the chance to step out come July 31st. There are two standout ideas that any Harry Potter fan will be familiar with: the Harry Potter Quiz night, and the movie binge.

Potterheads love to compete to show off their book and film knowledge. Running a quiz night at your venue will bring the fans out in droves. Meanwhile, a binge of 2, 3 (do we dare go higher?) … 4 (!) of the Harry Potter movies might be the sort of thing to terrify your regulars, but if you can cordon off part of your venue for the fans, or bring enough of them in for a watch-along, you might soon have yourself as loyal a set of fans as the franchise itself.

Whether you cater to a sporty crowd or a cohort of Potterheads, families or students, or get customers in all shapes and sizes, people like a lively business. So try something out this coming month and be sure to spread the word.

Looking for more ideas? Take a look at some of our other marketing resources to find the right tricks to take your business further this summer.