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Best Summer Marketing Campaigns to Boost Bookings and Sales

Meredith — Tue, 04 Aug 2026 08:53:30 +0000

Summer Marketing Campaigns: Ideas for Outdoor & Travel Brands

Summer isn’t over yet. Yet customer behavior is already shifting.

Families squeeze in last-minute vacations, outdoor athletes prepare for fall events, and travelers begin searching for shoulder-season getaways. Instead of waiting for Fall, this is the perfect time to refresh your campaigns and finish the summer season strong.

Here are five simple summer marketing updates that can boost your gear sales, outdoor recreation, and tour bookings to capture late-summer revenue.

1. Refresh Your Website for Summer Marketing Campaigns

Don’t leave your homepage advertising the same June promos or spring-like images. It’s hot. Summer is in full swing. Your website should reflect this.

Why it works: Seasonal visuals catch attention and make your brand feel on point. The more “in the moment” your content feels, the more likely people are to engage.

How to implement your summer marketing campaign changes to your website:

Update website banners and hero images with warm summer colors paired with cool water vibes.
Use visuals of gear or experiences in summer settings (at the beach, the lake, or cooling off in a mountain stream)
Create a Back-to-School or buy before Labor Day CTA.

People are escaping the heat this season, and your website should reflect this with beautiful images of swimming in cooler climes!

2. Create Last-Minute and Stay Cool Summer Offerings

Why it works: Your travel or outdoor brand already promotes getting outside for an adventure, but this time of year, promote booking during the cooler hours of the day or outdoor gear to keep cool. In your summer marketing campaigns, shift to promoting your morning or evening tours, along with gear that’s lightweight, moisture-wicking, and quick-drying!

How to implement in your summer marketing campaigns:

Bundle a “Last Minute Summer Escape” package: promo boating, surfing, and seaside adventures.
Create a seasonal bonus with purchase: tropical-themed, stay cool products, etc.
Design a ‘Back to School’ campaign to encourage your audience to get outside or shop now!
Create mid-week discounts to fill tour spots and capture people that still have vacation time to use up.

Promote ways to stay cooler, like traveling to higher elevations for camping, kayaking, and SUP!

3. Repurpose Summer Marketing Campaign Content

Why it works: You do not need a whole new set of photos or videos to promote summer marketing campaigns. During the dog days of summer, repurpose content to boost your SEO when people search Google for things like ‘last-minute summer getaways’, ‘top outdoor activities to stay cool’, and ‘trending summer looks’.

How to implement in your summer marketing campaigns:

Publish a “Summer Adventure Guide” or “Get That Summer Look” blog– give tips on summer road trips or the top trends this August. Click here if you need ideas from our camping or road trip packing list!
Promote your summer-colored gear– think bright blues, oranges, greens, and pink.
Ask your audience to share their best summer pictures wearing your gear or on your trips and build your UGC- user-generated content!
Create summer-themed videos on YouTube Shorts or Instagram Reels, or behind-the-scenes of back-to-school prep!
Use the summer transition in your copy: cooling off, slowing down, sit back and relax.

Your summer marketing campaigns should be filled with copy and visuals that inspire summer travel and tropical outdoor adventures.

4. Tap into Summer Collaborations & Promote Local Partners

Why it works: Teaming up with other brands this summer will help you amplify your reach and tap into complementary audiences (ex: partner with restaurants that have an outdoor patio, beachfront access, and local guiding companies that offer water activities like surfing, kayak rentals, or whitewater rafting).

How to implement in your summer marketing campaigns:

Partner with a beach or riverside restaurant for summer cocktails, seaside music, or a night outdoors under the stars.
Team up with local gear shops, cafes, or outdoor guide services to cross-promote summer packages.
Co-host a summer-themed event: pop-up shop! Serve piña coladas, fruity sodas, and other tropical treats!

Partnering with local companies can help you boost your brand visibility and reach new audiences!

5. Capture Back-to-School and End-of-Summer Shoppers

Why it works: Instead of waiting for the end of August and September, when the season is saturated with Labor Day and Back-to-School discounts, start early! Summer promos and stay-cool tips can stand out, drive engagement, and grow your email list. You can then re-engage that email list in the fall, and again during the holiday season. People will be more likely to open your email if they already know you provide great tips and good prices!

How to implement in your summer marketing campaigns:

Offer early-bird discount codes set to expire by Labor Day.
Promote your seasonal sale via a Countdown to Cooler Weather.
Bundle that summer gear- think swimsuits, sandals, and shorts
Boost sales by offering limited, end-of-summer savings.

Final Thoughts on Creating Winning Summer Marketing Campaigns

Summer creates this magic spot on the calendar that is short-lived. Extreme heat continues to push travelers towards the mountains, lakes, and beaches. Refresh your summer marketing campaigns with a few ideas from above and execute this week! Use your network of local partners to create some buzz. A co-hosted summer event or pop-up shop with piña coladas or fruity mocktails is an easy and affordable way to get people out and about.

Remember to capture content that shows cool breezes, highlights the summer colors, and ties your messaging into the activities of the season: relaxing, swimming, sunbathing! Thanks for reading, and if you need more seasonal marketing ideas, here are a few blogs to read next:

Thanks for reading,

Meredith Caccese McConvill, Top Rope Media

The post Best Summer Marketing Campaigns to Boost Bookings and Sales appeared first on Top Rope Media.

5 Simple Spring Marketing Campaign Ideas

Meredith — Tue, 28 Apr 2026 18:29:40 +0000

Spring Marketing Campaigns: 5 Simple Ideas You Can Launch This Week

Spring isn’t just a time of year. It’s a feeling. And it is one of the most overlooked windows in marketing. Everyone goes big for the winter holidays. Summer gets the outdoor lifestyle content. Fall gets the pumpkin-spiced everything! But spring? A spring marketing campaign could generate sales and engagement during a season where momentum quietly builds.

Spring is when people start thinking differently. Hello, Spring cleaning! Then there are new routines, new goals, and refreshing what’s not working. That mindset shift is exactly what makes a spring marketing campaign so powerful.

The mistake most brands make? They run a generic “spring sale” and call it a day. If you want your marketing to actually work, you need to align with what people are already feeling this season: renewal, fresh energy, and forward movement!

Here are five simple, effective spring marketing campaign ideas you can launch right now.

1. Create a ‘Start Fresh’ Spring Marketing Campaign

Spring is all about fresh starts. Lean into it! Instead of simply pushing products and services, position what you offer as part of a Spring reset. Tie it into one of these areas:

Fitness & Health
Work and Personal Goals
Mindset

A spring reset campaign works because people are already in that headspace. Spring naturally triggers a desire to refresh habits, workflows, and your daily routine. Here’s how you can get started quickly to take advantage of the seasonal changes:

Create a few aspiration “Start Fresh” social posts and blogs that share your company’s ‘reset’ moments
Bundle 2–3 spring-like or fresh-start products or services
Share employee or customer transformations!

Instead of one long Spring marketing campaign, run short bursts for 2-3 days. Short, focused campaigns outperform drawn-out ones almost every time. Don’t forget to create emails, Reels, and graphics filled with spring colors, inspiring quotes, and fresh energy!

Spring is a feeling. Starting over, trying something new, getting back outside. Now is the season to share these feelings and imagery with your audience.

2. Build Spring Marketing Campaigns Around the Spring Holidays

Feeling stuck with what to post on social this month? Or what to lead with in your next Spring email newsletter? Tie it into one of the many Spring holidays! Besides the big holidays: Easter and Mother’s Day, there are also the lesser-known ‘holidays’:

Spring Equinox
Opening Day at the Ballpark
Cycling fans love watching the Spring Classics!
International Women’s Day
Tax Day (okay, not our favorite holiday…but as a small business, you can be a proud taxpayer!)
Earth Day
May 4th (Star Wars fans rejoice- May the Fourth Be With You!)
Cinco de Mayo

If you are not tracking these and other key holidays on a Content Calendar, download ours for free and get started today! Besides holidays, you can also use a Content Calendar to track:

Email campaigns
Social posts
PR campaigns
Product launch dates

Having everything in one place on a content calendar makes it easier for everyone on the team to know what’s happening and when. Once you’ve planned out your spring marketing campaign’s social content, use a scheduling app like Hootsuite to schedule your posts. Even if you are using one social channel like Instagram, planning and scheduling your posts will help you stay consistent. Social networks love that!

After a long winter, Spring is a time to get outside! Ask your audience to tag you in their best outdoor adventures…bonus if they are wearing your gear!

3. Create Spring Marketing Campaign Content That is AI-Friendly

Search isn’t just in Google anymore. People are asking tools like ChatGPT, Claude, and Google Gemini questions like:

What are the best rainy day activities for kids?
Where are the top spring break destinations to visit without crowds?
Can I book a farm stay that has baby goats and lambs?

And here’s the shift: Those tools aren’t just ranking pages. They’re pulling answers. If your content isn’t structured clearly, written conversationally, and built around real questions, it won’t show up. For more on how to create AI-friendly content this Spring that is discoverable and referred to, read our Social Media Best Practices blog!

To turn your spring marketing campaigns into searchable answers, instead of writing, “Check out our Spring Gear Collection”, try working these phrases into your social posts, blogs, and actually say them out loud in your videos (not just include them in the description!):

Best waterproof jackets for spring cycling
What to pack for a spring trip to Italy
Top spring cleaning hacks to organize your gear

Springtime also means new babies on the farm. Here in the Dolomiti, there are lambs, calves, and chicks peering out over the fences!

4. Make Your Spring Marketing Campaigns Interactive

Spring is a high-energy season. Your spring marketing should reflect that. Instead of simply telling people to get out for a bike ride or clean out their gear closet, get them involved during your spring marketing campaigns!

Engagement on your social posts, website blogs, or YouTube videos outperforms likes and impressions. In addition, by encouraging engagement, you are creating more buzz, and you’re playing nicely with the social media algorithms.

Create seasonal polls or quizzes on Instagram
Share your behind-the-scenes Spring cleaning…and ask for tips!
Create a Spring Giveaway
Ask your audience to tag your products in their spring adventures

Interactive campaigns consistently drive higher engagement because they give people a reason to participate, not just scroll.

When you post on social or add images to your blog, ensure you caption the images with phrases you want to show up for in AI searches. And don’t forget those alt tags!

5. Clean Out Your Closet First Before Launching Spring Marketing Campaigns

Before you launch any new Spring marketing campaigns, focus on 1-2 projects you’ve left on the back burner this winter. If you’ve been delaying updating your website’s homepage, get on it! Here’s some tips on how to redesign your website to generate good leads!

Other spring refresh ideas you can tackle quickly:

Refresh your product images- bye bye winter, think bright Spring colors and pastels!
Organize your assets- creating files and naming conventions for images and videos allows for easier access
Create a Spring blog that creatively showcases your products and offerings

Final Thoughts on Spring Marketing Campaigns

Spring marketing campaigns do not need to be complicated. Align yours with what people are already feeling: rejuvenation, growth, and fresh goals. Start with one of our ideas above. One message. One offer. One channel. Then build from there.

Outdoor and lifestyle brands that win in Spring aren’t the loudest…they’re the ones that feel the most relevant this season.

Thanks for reading, and happy Spring!

Meredith Caccese McConvill, Top Rope Media

The post 5 Simple Spring Marketing Campaign Ideas appeared first on Top Rope Media.

2026 Social Media Best Practices

Meredith — Tue, 10 Mar 2026 23:29:53 +0000

2026 Social Media best practices: What has changed and how to adapt

Social media has evolved rapidly in the past few years. Algorithms are smarter, AI is now part of nearly every social media marketing workflow, and users are increasingly turning to social platforms as search engines.

For brands, social media best practices are no longer about posting consistently. It’s about creating discoverable, authentic content that works across algorithms, AI apps, and social communities.

Three major changes are shaping social media marketing in 2026:

1. Using AI Tools

Artificial intelligence tools like ChatGPT, Claude, and Gemini have become standard tools for marketers to brainstorm ideas, generate drafts, analyze performance data, and repurpose content.

Nearly all social media professionals now use AI in some capacity, though the most successful brands still rely on human creativity and editing to maintain an authentic voice. If you have never used an AI tool like ChatGPT, read our blog, How to Use ChatGPT to Create Social Posts.

In addition to using AI applications to generate ideas and rewrite content, you will also need to consider how to create content that is found and referred to by ChatGPT, Claude, and Google Gemini to allow your content to be more discoverable.

2. Authentic content matters more than ever

On the flip side, as AI-generated content floods social media, audiences increasingly value real human voices and experiences. Research shows many consumers trust brands more when they believe the content was created by a real person rather than entirely generated by AI.

3. Social Media and AI platforms have become search engines

More users are now searching directly on platforms like Instagram and YouTube instead of Google. In addition, searches start in ChatGPT and Claude rather than in the Google search box. That means two things.

#1: Captions, titles, and even spoken words in your Instagram Reels and YouTube videos should include keywords you want to be discovered for.

#2: You need to create content that is AI-friendly.

In short, social media success in 2026 requires a mix of authentic storytelling, smart use of AI tools, and search-friendly content. Let’s dive in and explore new changes you should embrace this year!

Social Media Best Practices for 2026

In the ever-evolving realm of social media, staying ahead of the curve is crucial for both B2C and B2B businesses aiming to make meaningful connections and drive results. As we move through 2026, understanding social media best practices, creating posts on the best days and times, and using AI correctly can help you maximize your social media efforts.

1. Using AI in Social Media Marketing (without losing your voice)

AI tools like ChatGPT have dramatically accelerated how marketers create content, but they work best when used as assistants, not replacements. The most effective brands use AI to support their creativity, not automate it entirely. Smart ways to use AI in social media marketing include:

• Brainstorming post ideas or campaign concepts
• Repurposing long-form content
• Summarizing blogs into multiple social posts
• Identifying keywords or hashtags
• Analyzing performance trends

Keep in mind, AI-generated content should always be reviewed, edited, and personalized before publishing. Social platforms are increasingly detecting and labeling AI-generated content, and overly automated posts may see reduced engagement if they feel generic or impersonal.

The AI social media best practices for 2026 involve a “human-in-the-loop”. Therefore, here are the steps to guide you:

Use AI to speed up brainstorming and drafting
Edit heavily to add real experience, personality, and brand voice
Publish content that feels human!

For a deeper look at how to use AI tools effectively in social media marketing, read our guide: How to Use ChatGPT to Create Social Posts.

2. Be More Authentic

Wth AI-generated posts dominating the landscape, one of the best social media practices for 2026 is to be more authentic. Human storytelling wins!

Be honest, revealing, and show that a human is still driving your business. Authenticity can help you build trust and foster a stronger connection with your followers. In addition, create more empathetic posts instead of relying solely on sales-focused messages. Our blog, Empathetic Marketing: How to Communicate in Times of Crisis, can help!

3. Optimize your content for Social search

Creating content for social search means thinking like your audience and how they ask questions. Instead of posting generic captions, use natural, keyword-rich language. Use phrases like “best cycling gear for cold weather” or “how to train for a triathlon”.

Where to use keyphrases to optimize your content for social search:

In your copy
Video titles
Saying the keyword or keyphrase out loud in the audio
Descriptions
Image ALT tags

This enables your content to be found when viewers search within channels like Instagram or YouTube. The goal is to make your content discoverable not just in the feed, but long after it’s posted.

Creating this optimized, AI-friendly content means structuring your posts so algorithms can easily understand, categorize, and recommend them. Use clear language and descriptive captions so platforms can confidently surface your content to the right audience.

Got a brick-and-mortar shop or restaurant? Or even a coworking space? Include your Instagram handle in a high-traffic area to allow visitors to find you on social and tag you in their posts!

4. Build community and foster engagement

Social media best practices are not just about broadcasting messages; it’s about building a community around your brand or organization. Engagement is worth more than likes or follows! By engagement, we mean your readers or followers are:

Clicking on your links
Adding a comment
Sharing your post with others
Sending you a DM (direct message)
Sharing your posts in a text or on WhatsApp

These last two, sending you a DM and sharing your post in a text or WhatsApp, are a more ‘dark social’ or private engagement, but are still important. In addition, engagement means liking, commenting, and sharing like-minded posts from respected brands and leaders in your industry.

How do you determine which of your posts are getting the most engagement so you can replicate them? Take a look at your LinkedIn, Facebook Analytics, or Instagram Insights to see which posts not only have good reach but also good engagement. Tools like Hootsuite are also helpful as they can tell you when your audience is online and more likely to engage!

How to Foster Engagement

Other ways to foster engagement and build community are to share testimonials and product reviews, and recount one-in-a-lifetime experiences!

If you’re not already doing so, encourage past customers or clients to share their experiences, photos, and videos through social media and with a review on your site or through Google. See how we’ve done this for Maui Snorkeling!

In addition, make it easy for someone to leave a review. On a trip to Sayulita, Mexico, we booked a boat tour with Chica Locca, and their staff had QR codes on the backs of the shirts! You could easily scan and leave a review or submit a photo or video during the tour. Leverage your social media platforms to amplify these authentic stories and testimonials!

One of the best social media practices is to foster a sense of belonging. Make followers feel heard and valued.

5. AI Is Driving What Content Is Seen

In 2026, social media algorithms rely heavily on AI to determine what content users see, analyzing signals like watch time, interaction patterns, and even scroll behavior. Social media success isn’t about “hacking” the algorithm. It’s about creating AI-friendly content that holds attention and feels relevant in the moment.

The more your content encourages people to pause, watch, save, or share, the more the algorithm learns to distribute it. In this AI-driven world, strong storytelling and authentic moments will outperform overly polished or overly promotional posts every time.

6. Strategically use hashtags and emojis

Hashtags remain important for increasing your discoverability and reach on platforms like YouTube, Instagram, and X. However, it’s crucial to use relevant and targeted hashtags rather than relying on generic ones. Instagram now limits hashtags to a maximum of 5 per post or Reel. Research trending hashtags in your industry. Create a hashtag for your brand! Remember, everything can’t be #instagood

For emojis, go lightly. Social media best practices are to use emojis to break up copy; 2-3 in a post is plenty! A runner emoji with the wind behind them or a monkey covering its face could catch your reader’s eye more than just text.

With the worldwide daily average a person spends on social media at 2 hours and 30 minutes, it’s a great place to build or scale your brand!

7. Where to POST

Determine the best channels to distribute your content by defining your audience. Once you know who they are and which social channels they spend most of their time on, focus on those channels. First, if you need a refresher on how to use Facebook, Instagram, and X, read our blog: Social Media Back to the Basics!

YouTube has more viewership and a larger active base than Instagram!
X (formerly Twitter) has faced a rapid decline.
TikTok is still the most popular among younger demographics.
LinkedIn remains the go-to platform for B2B marketing.
Facebook remains the largest social network!

Keep in mind, these social platforms may not be where YOU spend most of your time. You may have deleted your personal Facebook page in 2016! Instead, think about where your target demographic spends most of THEIR time. Facebook users are an older demographic, but one with high purchasing power!

Not sure which social channels people are using to find your brand? Look at your website’s analytics, or better yet, Google Analytics. The data may surprise you! Need more help? Drop us a line!

Take a look at which social media channels are driving the most traffic to your website using Google Analytics!

8. What to post on social

Many of us stare at the blank slate when it comes to writing engaging copy. This is where AI tools like ChatGPT and Claude can help! Easily create captions for your photos and videos, then edit to add your own voice and brand messaging. If you haven’t read our ‘Using ChatGPT for Social Posts‘ Blog yet, bookmark it for later.

Don’t rely solely on static images or text-based posts! Experiment with videos, infographics, and Instagram Story panels. Use a poll or ask a question to keep your feed dynamic and engaging. If you are not using Canva yet, get on it! With Canva, you can easily use their AI tools to build out infographics, YouTube videos, and Instagram Reels.

How to Create BetteR Videos with less effort

You do not need to pay someone to help you create videos! Experiment with recording yourself, and use Canva’s video templates for YouTube, Instagram, and TikTok to save time and money. Ensure you make them more authentic by overlaying your recorded audio, your logo, and using your brand colors and fonts.

As video content continues to be a powerhouse on social media, driving higher engagement and retention rates, we’ve packed this section with lots of ideas you can begin using today!

Leverage short-form videos like YouTube Shorts to capture your audience’s attention. Think more Instagram Reels and less polished full-length YouTube videos.

Videos and multiple images will perform better than a single static image almost every time. Therefore, here are 2 blogs to read for more ideas to take better photos and videos:

Pro tip: Do not post the same exact copy and imagery across each social media channel on the same day. First of all, the links, videos, image size, copy style, and @ mentions will not work across all channels in the same way. In addition, broken links or missing images can be seen as spammy. Or just lazy. Change up the copy and imagery slightly for each post.

Split Your weekly posts into themes

1 sales post (advertising services or products)
1 curated or UGC post (user-generated content). Share something from an industry leader or an article.
1 blog post share (from your blog)
1 stellar customer review or success story!

This mix can change depending on what your marketing strategy is that month. Are you running a sale or hosting a fundraiser? If so, prioritize that in your weekly content mix!

Taking great photos can help improve your content engagement. Here we used photographer Wil Matthews and videographer Jake Orness to help with a photo shoot at the Sea Otter Classic!

9. How to post: use a content calendar + scheduling app

Plan out your social media posts and videos using a content calendar. You can also use a Content Calendar to:

Track email campaigns
Blogs to be written
PR campaigns
Product launch dates
Events and holidays

Having everything in one place makes it easier for everyone on the team to know what you’re posting and when. Once you’ve planned out your content and everything is approved, use a scheduling app like Hootsuite to schedule your posts. This saves you time and, therefore, money, and is one of the best social media practices you can get started with today!

Even if you are just using one social channel like Instagram, planning and scheduling your posts will help you stay consistent. Social networks love that! In addition, this will also give you a good idea of how posts will look on your Instagram profile page and help you stay on brand with a color profile or page style.

Read more on how we’ve helped brands get started with scheduling posts!

Don’t use a Content Calendar yet? Get started by downloading our Content Calendar Template from Google Docs for FREE! We’ve included Instructions for Use in the Content Calendar template. Make a copy of it, and start populating your content today.

10. When is the best time to post on social media?

Besides what to post, the next question we get asked about our social media best practices is when to post. Specifically, what days and times are best to post on social media?

How do you determine when your followers are most active? First, take a look at your social channel’s analytics. Schedule posts at peak times and on peak days.

Days with the best engagement: Tuesday- Thursday
Best times to post: 9am-3pm

Keep in mind that some posts may do well regardless of the day or time you post! And the opposite is true. If something newsworthy or scandalous happens, your post may not get as many likes and engagement.

Sometimes it’s a combination of the image or video, copy, hashtags, day, or time of day that gets posts lots of love!

11. How to listen on Social media

A great way to write more engaging content for social media is to listen. Social ‘listening’ involves hearing what people are saying. Are you creating content that addresses their issues or answers their questions? Learn more about how and why we follow the They Ask, You Answer philosophy.

How do you listen well? Set up a Google Alert. In addition, this is a great task to have ChatGPT, Claude, or Google Gemini help with!

Pro tip: Another social media best practice is to listen to your competition. How do you do this? Follow them on social. Sign up for their email newsletters!

12. Sharing Links on Social Media to Articles, Blogs, or Videos

When you share a URL or website link on platforms like Facebook, X, and LinkedIn, and there is no social sharing or preview image that appears, first, shame on the author of the article or news source for not adding a preview image! If this is the case, you can leave the URL in your post and then add your own image. A warning: Often, this does confuse people if they click on your image and it does not take them to the link. To avoid this, be clear in the wording of your post.

Pro tip: Once you add a link to a website or news article to a social post, clean up your copy by removing the URL link from the text. The preview image (with the embedded link) will remain. Then you can schedule or post.

For posts on X, leave the link in place. For Instagram, you cannot add a live link to your copy, so you will need to use the link in bio- more on this below.

Pro tip: Give credit, tag, or @ mention the news source or publication you are sharing. Ex: “Read more about traveling to Italy from our friends @AFARMedia!”

13. Update your social media Bio and Profile Links

In this ever-changing world, the copy you wrote last year for your YouTube or Instagram bio may no longer be relevant. Update your bio or social profile a few times a year.

In addition, your bio is a great place to put limited promotions or holiday sale discount codes! For example, “Save 50% by using code SUMMER50.” This could easily fit in your Instagram profile. Use tools like Linktree or LinkinBio to share several links under one profile link on Instagram.

Why do this? You want people to take action in the least number of steps. As an example, if you only have your homepage linked in your Instagram profile, and you just launched a new blog, how do you get readers there quickly? If you are saying ‘link in bio’ and it only directs people to your homepage, do you think they will take the time to click the link in bio, then find your blog page, then find the right blog you were speaking of?

14. Your Content is Your Storefront

Treat your content as your storefront. As more and more searches begin on platforms like YouTube and Instagram than on Google, make your social channel a place where people can see your products or services in real life. Allow for in-app shopping!

Do you use Facebook and Instagram and have a separate store on Shopify or WooCommerce? One of our social media best practices is to connect your store and import your products through Meta Commerce Manager.

In addition, you can choose whether to sell directly through Facebook or Instagram, or people can complete their purchase on your website.

15. Use AI to Evaluate Your Social Media Performance

Social media best practices for 2026 include not only reviewing your social media analytics, but also using AI to help! Ask ChatGPT and Claude to evaluate a channel’s performance and make recommendations!

Still not seeing steady growth?

Review your posting strategy
Switch up days/times of posts
Change up the type of content posted (hint: more videos!)

16. Instead of AI, work with brand ambassadors + content creators

Instead of solely using AI tools to generate your social content, work with content creators and ambassadors. If you haven’t read our blog on Finding the Right Brand Ambassadors– get on it!

It takes time to find and build relationships with the right content creators or brand ambassadors. So be patient, ask lots of questions to make sure you have the right fit, and think long-term. You’ll find the investment is worth it when your ambassador is connected with your brand for years to come!

Takeaways from our Social Media Best Practices

We’ve covered a lot of ground in our review of the 2026 social media best practices. Here are a few to remember:

2026 Social Media Best Practices Takeaways:

Be smart about using AI tools!
Determine which social channels your potential customers use
Be authentic and engage
Plan out content with a Content Calendar
Be an active ‘social listener’
Use AI tools to evaluate performance
Work with brand ambassadors and content creators instead of solely relying on AI tools like ChatGPT, Claude, or Google Gemini

Thanks for reading and happy posting!

Meredith McConvill, Top Rope Media

The post 2026 Social Media Best Practices appeared first on Top Rope Media.

Holiday Marketing Campaigns: Tis the Season to Sparkle

Meredith — Thu, 13 Nov 2025 23:59:37 +0000

Holiday Marketing Campaigns: Tis the Season to Sparkle

We just went to our first Christmas Market here in Europe, and it’s barely November 15th! The festive piazza in Asti was packed with little wooden cottages, each decorated in red, white, and green. The smell of cinnamon, evergreen, and fresh Christmas pastries wafts through the chilly evening air. Personalized stockings and ornaments, mugs of mulled wine, and a little bit of holiday cheer. Small, local brands with well-designed holiday marketing campaigns are capturing seasonal shoppers, and you can too.

We all remember those Budweiser holiday ads with the majestic Clydesdales pulling a Budweiser carriage through snowy landscapes. The Hershey’s kisses in Christmas tree formation, ringing out ‘We Wish You a Merry Christmas’ with the last kiss ringing the hardest, then wiping his ‘brow’ with the little Hershey logoed paper. Or my personal favorite, the Folgers’ ‘‘I’ll be Home for Christmas’ ads, where a young man or woman makes it home for the holidays, sneaks in, and brews a pot of coffee as the whole house wakes up to the aroma and they share a holiday moment together. Sniff, sniff.

These holiday marketing campaigns make you smile. They make you feel something for the brand while capturing the sentiment of homecoming, warmth, and family bonding that the holidays are known for.

Shopping Holidays: Black Friday, Cyber Monday, Small Business Saturday, and Giving Tuesday

Black Friday, the day after Thanksgiving, and Cyber Monday, the Monday following Thanksgiving weekend, are still heavy hitters when it comes to holiday sales. In Italy and the rest of Europe, Thanksgiving is not celebrated. It’s a normal workday with no traditions, no turkey, no long weekend. However, there are still promotions for Black Friday and Cyber Monday sales! Therefore, if you are targeting an audience outside the U.S., include Black Friday and Cyber Monday in your marketing strategies.

In addition, there are several other ‘shopping holidays’ you can take advantage of:

Small Business Saturday: Started by American Express, encourages you to ‘Shop Local’
Giving Tuesday: The Tuesday after Cyber Monday is a day for non-profits to start their end-of-year campaign push.
Women-Led Wednesday: Supporting Women-owned businesses.

With so many opportunities to create a promotion that aligns your brand with the holidays, it is time to roll up your sleeves and get creative! Our Holiday Marketing Campaign Guide is packed with lots of ideas you can start using today. We’ve included holiday spending projections, top advertising channels, seasonal themes, pop-up events, and more. Don’t wait for the snow to fall to start planning. Let’s start under the mistletoe trailhead together!

Holiday Spending Projections in the U.S. and Europe

This year’s holiday spending is expected to continue an upward trend, but this is in part due to inflation, not just increased spending. Total U.S. holiday retail sales are projected to hit $1.01–$1.02 trillion. That’s a 3.7%–4.2% increase compared to last year. Spending on gifts for yourself, or ‘self-gift spending’, is up, along with spending on travel and wellness.

In Europe, holiday spending is expected to grow 3% from last year. Europeans are favoring “affordable luxuries”, such as beauty products, travel, vintage clothing, and live experiences.

Here’s more categories expected to see an increase:

Experiential Purchases: Consumers are prioritizing adventures, wellness retreats, and travel.
Outdoor Gear: Hiking gear, skiing equipment, all the gear for those family adventures!
Sustainable Gifts and Giving Back: Eco-friendly, second-hand, and gifts that give back

In addition, there is a tug at the heartstrings of consumers, and they are more likely to contribute during end-of-year giving campaigns. If you haven’t read our giving back blog, ‘Make a Charitable Donation and Get a Tax Write-Off’, bookmark it to read next!

All these holiday spending projections indicate a prime opportunity to tap into consumer demand through thoughtful holiday marketing campaigns. Now is the time to gather the wagons and get creative!

The 4 Best Channels to Advertise Your Holiday Marketing Campaigns

Choosing the right channels for your holiday marketing campaigns is essential for reaching your target audience. Especially during the busy holiday period! Here are the top options that travel operators, outdoor and lifestyle brands should consider for the holidays:

1. Social Media Ads

Save a portion of your marketing budget to run more robust ads around the holidays instead of spending on social ads year-round. Use Meta Business Suite to set up social ads across Facebook, Instagram, and all Meta platforms.

Keep in mind, Facebook is great for reaching an older demographic (45–60+ years old) who might be purchasing high-dollar travel or tour packages as gifts. Instagram, however, is ideal for a slightly younger demographic who may be searching for discounts during Black Friday and Cyber Monday sales for items $200 or less. Finally, use TikTok to appeal to younger audiences, with video tutorials, gear reviews, or family adventure stories that resonate.

For your holiday marketing campaign assets, begin collecting visually appealing festive product shots and holiday-themed storytelling. Lean on user-generated content by reaching out to your brand ambassadors to create holiday collaborations!

2. Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

As people search for gifts for mom, dad, or the family pet, using Google Search Ads, PMax Campaigns, and good SEO can help get your products in front of those holiday shoppers. Set up ads using keywords and key phrases to target those searching for the best gifts for outdoor lovers (yes, we’ve written a blog about this!), or last-minute holiday travel deals. Write a blog with key phrases you want to rank for, like ‘best ski holiday packages’ and ‘winter vacation spots’!

Here’s a list of some other favorite key phrases you might want to start ranking for:

Gift Shopping & Ideas

“Best holiday gifts for [specific person: mom, dad, kids, boyfriend]”
“Unique Christmas gift ideas”
“Last-minute holiday gifts”
“Personalized gifts”
“Gift cards online”

Deals & Discounts

“Black Friday deals”
“Cyber Monday deals”
“Shop Small and Save”
“Best online holiday shopping sites”
“Cheap holiday flights”

Holiday Travel

“Best winter vacation spots”
“Holiday travel tips”
“Holiday travel deals”
“Warm places to visit in December”
“Christmas market trips”

3. Email Marketing

That email list you’ve worked so hard to build is priceless. Email remains one of the highest-converting channels for holiday promotions. Outdoor brands, travel agents, and tour operators can create segmented campaigns based on past purchases, open rates, or reward their most frequent customers with an extra discount during the holidays!

If you are running a holiday fundraising campaign, email is your best friend in this effort. Ensure you have a holiday marketing campaign strategy for Giving Tuesday! Create engaging storytelling around the impact someone can have by making a tax-deductible donation before the end of the year. Read more about why end-of-year giving is so important for non-profits and learn more about the best 501c3 organizations in the outdoor industry!

4. Tap into Brand Ambassadors & Partners for Holiday Marketing Campaigns

Partnering with outdoor and adventure-driven brand ambassadors as you enter into the holiday season can be highly effective, especially when promoting travel or adventure experiences! Ambassadors can create authentic content, showcasing their trip with you, or using your products in a festive and engaging way. Read more about how to find the right ambassadors and content creators for your brand!

When it comes to brand partnerships and affiliate marketing, consider partnering with bloggers, podcasters, and industry publications or websites that specialize in adventure travel. Find out if they will be putting out a holiday gift guide! Create a collab with a special offer for their listeners or readers!

5 Holiday Marketing Campaign Themes and Trends

Understanding the trends shaping holiday marketing campaigns can give you a competitive edge. Here are some key themes to consider as you plan:

1. Sustainability and Ethical Marketing

Consumers are increasingly concerned about the environmental impact of their purchases. Highlight eco-friendly practices, sustainable materials, and ethical production in your messaging. Emphasize durability, repair services, and recyclable packaging in your holiday promotions.

2. Personalization

Tailor your holiday promotions to individual consumers. Use customer data in Mailchimp or your preferred email marketing platform to send personalized product recommendations based on previous purchases or browsing history. Did you just sell someone a pair of skis? Maybe they need a new ski bag, ski straps, or mounts for their car.

3. Early Shopping

With concerns about shipping delays and inventory shortages, consumers are shopping earlier each year. This trend began during the pandemic and is expected to continue in 2026. Therefore, plan and launch holiday campaigns earlier. Offer “early bird” discounts and encourage customers to buy now to ship to their loved ones before the holiday rush.

4. User-Generated Content

Customers trust other customers. Encourage your audience to share their adventures, and tag your products or your tour on social media! Offer incentives, such as a special discount.

5. Experience Over Products

Many consumers, especially millennials and Gen Z, are prioritizing experiences over physical products. If your brand offers adventure tours, guided experiences, or a coaching clinic, market them as the ultimate holiday gift. Highlight how these experiences create lasting memories and unique moments rather than just things.

5 Unique Holiday Marketing Campaign Ideas

To stand out as a special snowflake in a crowded holiday market, consider these creative marketing strategies:

1. Gift Packages:

Bundle your most popular gear and accessories into holiday gift packages. Create themed bundles like “Winter Biking Essentials” or “Ski Adventure Package,” offering them as ready-to-go gifts for outdoor enthusiasts.

2. Gift Cards for Activities + Experiences:

Promote gift cards, not just for gear, but also for experiences, such as guided tours, adventure trips, or lessons. If you do not have digital gift cards set up for sale on your website yet, do it now! This allows your customers to give the gift of adventure, which can be a more personalized and memorable gift option.

3. Holiday-Themed Giveaways:

Run a social media giveaway that encourages users to share their favorite outdoor holiday moments. This can drive engagement and increase brand visibility. Consider offering a prize like a free tour or a premium outdoor gear set.

4. Christmas Gift Guides:

Besides pitching industry publications to cover your offerings in their gift guide, develop your own holiday gift list! An online holiday gift guide can make it easier for customers to find you in search. In addition, a Christmas gift guide can help you build partnerships with like-minded brands by featuring them on your Christmas wish list. Here’s our holiday gift guide.

5. Seasonal Outdoor Events:

Host or sponsor outdoor events during the holiday season. Ideas might include a winter hike, nighttime bike ride, polar bear swim, snowshoeing excursion, Christmas market, or outdoor photography workshop. Make it festive by asking attendees to don lights on their bicycles or wear ugly Christmas sweaters! These events not only promote your products in action but also create community engagement and share that holiday spirit!

Final Thoughts on Holiday Marketing Campaigns

For travel, wellness, outdoor recreation, and lifestyle brands, the holiday season offers a significant opportunity to drive sales and engage with consumers. By understanding the expected spending patterns, leveraging the right marketing channels, and staying ahead of trends, you can create a holiday marketing campaign that resonates with your audience and boosts your brand visibility.

Set your brand apart this holiday season and be creative in your approach! Here are a few more blogs with festive strategies and marketing campaigns that you can use this winter:

Thanks for reading, and happy gift-giving season!

Meredith Caccese McConvill, Top Rope Media

The post Holiday Marketing Campaigns: Tis the Season to Sparkle appeared first on Top Rope Media.

Best Fall Marketing Campaigns: Ideas for Outdoor and Travel Brands

Meredith — Tue, 14 Oct 2025 10:32:07 +0000

Fall Marketing Campaigns: Ideas for Outdoor & Travel Brands

Fall is a magical season for brands in the outdoor and travel space. The air turns crisp, foliage paints landscapes in golds and reds, and people look for autumn experiences and cooler weather gear. Think leaf-peeping, wool sweaters, and cozy getaways. For outdoor and travel brands, fall offers a powerful window to engage your audience, drive bookings or sales, and tell stories that resonate with the changing of the seasons.

Growing up in New York City, my parents would take us on a yearly pilgrimage to upstate New York and Vermont to witness the leaves changing color. I remember the fall road trips, the apple-picking at farms, the roadside stands overflowing with apple cider and golden pumpkins, and the hay rides. They never spent a ton of money on these autumn adventures; maybe they found a cute bed and breakfast, but it left a lasting impression.

To help you lean into the ‘pumpkin spice’ season, here are 5 actionable fall marketing campaign ideas you can launch today! Whether you sell travel experiences or outdoor gear, changing up your marketing strategies for fall can help you stand out in a crowded marketplace.

1. Optimize Visual Branding for Fall

Why it works: Seasonal visuals catch attention and make your brand feel on point. The more “in the moment” your content feels, the more likely people are to engage.