Summer Marketing Plan: Strategies for Consistent Client Communication

In times of market uncertainty, proactive communication is essential. Whether volatility stems from inflation concerns, global events, or policy shifts, your clients need reassurance and a steady voice. Summer presents a perfect opportunity to connect – clients tend to slow down, take time off, and become more available for casual, trust-building interactions. This summer, use your communications calendar to keep clients informed, deepen relationships, and remind them of the long-term plan.

The key to a successful strategy is consistency. Your calendar might include social gatherings, educational events, emails, personal phone calls, videos, and social media outreach. Enlist your team to help with execution and don’t forget to include clients’ family members and centers of influence. These touchpoints can create momentum for new business in the fall.

Client Events

Summer is an ideal time to bring people together in a relaxed setting. Whether you’re engaging local clients in person or connecting virtually with those farther away, use this time to foster loyalty and positive word-of-mouth. Here are some timely ideas:

• Ice Cream Social: Host an event at a local shop or food truck. For distant clients, send a gift card to a national chain or local spot in their area.
• Family Picnic: Invite clients to a park for an informal gathering. Ask guests to submit their favorite BBQ side recipe in advance, then compile and share a branded digital cookbook with all attendees.
• Wine Tasting: Partner with a nearby vineyard. For those who can’t join in person, mail a tasting kit or a branded wine accessory like a corkscrew.
• Market Update + Summer Outlook: Host a relaxed event at a brewery or coffee shop with a short presentation on current market trends, followed by Q&A.
• Travel Planning Q&A: With many clients traveling again, consider inviting a local travel advisor for a virtual or in-person session to share tips and answer questions.

Email, Phone & Video Outreach

Not every client prefers a social gathering, and not every advisor does either. One-on-one outreach can be just as impactful. Reach out by phone to check in on personal updates like family milestones or vacation plans. A short, thoughtful message shows you’re paying attention.

To elevate your impact, consider adding video to your outreach. Tools like BombBomb or Loom make it easy to record and send personalized videos that feel authentic and engaging. Here are a few summer-specific ideas:

• “What I’m Watching This Summer”: Share a brief market commentary focused on long-term perspective and staying invested amid volatility.
• Vacation Check-In: Send a video message before or after a client’s planned trip, acknowledging their time away and offering to review their plan when they return.
• Behind the Scenes: Record a short video from your desk or office highlighting something fun or interesting going on at your firm.
• Quick Tip Series: Record a series of 30–60 second “Summer Smart Money Tips” to share via email or social media (e.g., budgeting for travel, reviewing beneficiaries, or understanding Roth conversions).

Social Media

Social media isn’t just for broadcasting—it’s a way to stay socially connected and present in clients’ lives. Instead of relying solely on automated posts, use summer as a chance to post more human content that fosters personal connection:

• Share photos from your own summer activities, events, or reading lists.
• Post short reflections on current market headlines and what they mean for long-term investors.
• Engage with your clients’ posts, commenting or liking a vacation photo or retirement celebration goes a long way in showing you care.

Tools like Snappy Kraken, Yext (formerly Hearsay), or FMG Suite can help with scheduling, but don’t underestimate the power of spontaneous, unscripted moments that let clients see the person behind the planner.

Looking for ways to keep clients engaged this summer?
Use the ideas below to plan meaningful, timely touchpoints that combine social connection with value-added financial guidance. Whether you prefer casual events, one-on-one check-ins, or digital outreach, this calendar of ideas can help you stay top-of-mind and deepen relationships during the slower summer months.

FOR ADVISOR USE ONLY. NOT INTENDED FOR CONSUMER SOLICITATION PURPOSES.

Beacon Capital Management, Inc. is an investment adviser registered with the Securities and Exchange Commission. Additional information about Beacon Capital Management is also available on the SEC’s website at www.adviserinfo.sec.gov under CRD number 120641. Beacon Capital Management only transacts business in states where it is properly registered or excluded or exempted from registration requirements.

Information presented is for educational purposes only and does not intend to make an offer or solicitation for the sale or purchase of any specific securities, investments or investment strategies.

Sammons Financial^® is the marketing name for Sammons^® Financial Group, Inc.’s member companies, including Beacon Capital Management^SM.