5WPR CEO Ronn Torossian says it’s time to embrace the sunshine season
It may not technically be summer yet, but you can be sure people are thinking about it. At least according to a recent survey that concluded nearly 55 percent of all U.S. adults already plans to take a vacation this summer. Most of these consumers have already started “spending” long before their trip. 5WPR CEO Ronn Torossian explains what this means for retailers and for consumer PR from coast to coast.
“The key to connecting with consumers planning to spend this summer is to connect with what they are planning to spend on and for. Knowing your market’s priorities may be old hat in the PR game, but it is a classic approach for a reason.” Torossian said.
The survey in this case also provided very important information about how and why people plan to spend. Let’s look at what that can mean for U.S. retailers as they begin to release their summer PR campaigns.
#1 – Save money
Believe it or not, one of the number one concerns respondents had when planning a vacation was to save money. Now, we all know how we tend to hemorrhage cash on vacation. But the desire to save money remains very strong. Ronn Torossian suggests that this means companies which offer consumers an opportunity to save – or even the illusion of savings – will do better in their PR success than those who do not.
#2 – Extra time
Over the summer people have more time for catching up on projects around the house. Or, according to the survey, they at least feel that way. Regardless of whether they get a “summer break” or not, consumers are thinking about home improvement projects. Ronn Torossian says retailers need to connect with this mindset. Home improvement merchants and household goods retailers would do well to consider adding an “empty that job jar” sort of message to their consumer PR this summer.
#3 – Staycations
Torossian said that many survey respondents mentioned that “vacations are exhausting” and they are more focused on a vacation from their vacation this year. At-home vacations or “staycations” have become all the rage in recent years. People focus on doing more of what they enjoy, catching up with friends or revisiting hobbies. Many of them just bask in the glory of doing nothing. Absolutely nothing. However, in most cases that “nothing” involves a good book, a favorite libation and, perhaps, a new set of lawn furniture. Ronn Torossian says that retailers would be smart to tailor at least some of the summer campaigns around the idea of “doing a whole lot of nothing.”
“Just because people aren’t planning a big blowout Griswold vacation this year doesn’t mean they stopped being consumers.” Torossian reminds us.