It is summer in the Netherlands. Temperatures could reach record highs this week and all regions have started the holiday season. The road is full of caravans, packed cars and campers, on their way to destinations in the Netherlands or abroad. In other words, the so-called 'cucumber season' has arrived again. While many organizations are at a standstill, we see this period as a great opportunity to get moving. Why? We will tell you that in this blog.

What is cucumber season?

No one knows exactly where the word comes from. One of the possible origins is the English word 'cucumber time', which was used by tailors during the summer. Another option is that it comes from the 'sauregurkenzeit' from 18^ecentury Germany. In the Netherlands we see the summer season as the period in which social life more or less comes to a standstill for holidays, which means there is virtually no news. However, in recent years we have increasingly seen that the summer period is no longer a period of stagnation, but a period in which anything can happen.

Perfect period for profiling your organization

Until a few years ago it was 'not done' to campaign during the summer period. No one sits in front of the TV or reads trade media, so your marketing euros end up in the proverbial drain. However, with the advent of the Internet, and especially mobile Internet, this principle has long been outdated. Our target groups are also online during the holiday period. Moreover, there is less competition during the holiday period, so running a campaign is a lot cheaper. This creates the opportunity to experiment more with the approach, which can yield great learnings. In other words, we see the summer months as an excellent period to profile your organization.

Get outside with your team!

In these times of dual-income households, there is no longer a summer period in which both parents (almost) do not work and are free for long periods of time. The summer period is often slightly quieter in terms of work. Perhaps a great time to go outside with your team. To enjoy the weather, socialize with each other and thus strengthen the culture. For example, invite your employees for a barbecue or day in the park.

Finally time for that pile on your desk

You undoubtedly have a pile of projects on your desk that you haven't gotten around to or a backlog in updating your documentation or administration. Because the telephone rings less and you receive fewer emails, the off-season is perfect for clearing backlogs and finally working on those structural projects with which you want your team to perform better.

Attention to your regular customers

During the year, the issues of the day can hinder you from offering the well-deserved attention that your regular customers deserve. Traffic jams also get in the way, of course, so you can often only visit 1 or 2 addresses on a working day. During the summer it is quieter on the road and you are less busy with business development. An ideal period to give your regular customers extra attention. Visit your relations, invite them for lunch and strengthen the relationship. Your customer is also probably less busy and will therefore be more open to an informal meeting.