Whether it’s the summer slowdown or long religious holidays, many businesses in the Middle East sometimes tend to pause their marketing or PR activities during these quieter months. Clients are away, decision-making slows, and it can feel like no one’s listening. But stepping back from your communications could mean missing out on valuable opportunities to connect, build and stand out.
A study by McKinsey highlights that companies that maintain marketing during economic downturns or off-peak seasons tend to recover faster and gain long-term market share. This logic applies equally to seasonal lulls..
Visibility = Opportunity
These off-peak periods often present an unexpected advantage: less noise. With fewer companies competing for attention, your messages have a better chance of being seen and remembered. Maintaining a steady communications rhythm helps keep your brand top of mind — especially useful when your customers, partners or journalists are scrolling at a more relaxed pace.
Some practical benefits of communicating during slow months:
- Stay top of mind: Out of sight is out of mind. Regular content keeps your brand visible to clients, media, and stakeholders.
- Fewer distractions: Your messages face less competition in inboxes and feeds.
- Plan and prep: Use the time to set the stage for campaigns in Q4 or the start of the new year.
What to Communicate (and How)
Slow seasons are ideal for softer content that builds brand affinity and trust. Here are a few ideas:
- Behind-the-scenes insights: Share stories about your team, your work culture, or what you’re working on.
- Educational content: Blogs, how-tos, or LinkedIn posts that help your audience solve a problem or gain insight.
- Client highlights or case studies: Spotlight your clients’ wins or how you’ve helped them.
- User-generated content: Re-share testimonials or social content from your audience.
- Throwbacks and reflections: Revisit key milestones, achievements, or lessons learned.
Don’t forget – platforms like LinkedIn and WhatsApp (including channels) remain active even during breaks. For example, local news platforms continue updating during the summer and this might be a good time to showcase your business or yourself.
A Smart Move, Not Just a Marketing One
Keeping your communication steady signals stability and professionalism. For SMEs in the Middle East, this is especially crucial—clients often choose partners based on consistency and credibility, not just capability.
If you work with a public relations agency, slow months are the perfect time to brainstorm, prepare media kits, or set up interviews for when things pick up. You can even use the downtime to test new formats—like newsletters or podcasts—without the pressure of heavy campaign cycles.
Remember, communication isn’t just about selling—it’s about relationship building. Your audience doesn’t go away just because it’s summer. They scroll differently, they listen more passively, but they’re still there. When the rest of the market goes quiet, your voice can stand out.
