Over the bank holiday weekend, we fired up the first BBQ of the year — and honestly, it felt like a small victory. Sunshine (mostly), good food, questionable garden furniture stability, and the clink of chilled drinks. Classic British vibes all round.

As I stood there, tongs in hand, trying not to burn the halloumi (again), it struck me: hosting a BBQ and running a marketing campaign? Weirdly similar. Hear me out…

1. Guest List = Your Target Audience - Before the first burger hits the grill, you’ve got to decide who’s coming. Are you inviting the neighbours? Family? That friend who brings a quinoa salad and leaves with the leftover burgers? Marketing is exactly the same — you need to know who you’re trying to attract. Who are your ideal customers? What do they want? What makes them turn up (or scroll on by)? Just like your guests, your audience won’t all want the same thing. Which brings me to…
2. Food & Drink = Your Marketing Mix - You can’t just serve sausages and hope for the best. Someone’s veggie, someone else is gluten-free, and someone’s just there for the crisps and rosé.  Likewise, your marketing needs a mix — think social media, email campaigns, events, content, paid ads. Different people respond to different channels, messages and styles. No single tactic will please everyone, so plan a balanced spread.
3. The Weather = Unpredictable Results - Ah, the British weather — the ultimate wildcard. You can check the forecast obsessively, but there's always that moment where you're cooking under an umbrella in June.  Marketing can feel just like that. You can plan meticulously, launch with confidence… and then something unexpected throws you off. A platform algorithm changes, a trend hijacks attention, or your audience simply doesn’t engage the way you predicted. But it’s not failure — it’s part of the process. Which is why…
4. You Always Need a Plan B - We had a backup plan — the oven was ready, just in case. No one wants soggy sausages and sad salad.  Marketing's the same. Flexibility is everything. If one campaign doesn’t land, what’s your next step? Are you testing different approaches? Measuring results? Adapting your message? A plan B (and C) keeps momentum going.  Spoiler: our burgers stayed dry, and so did we. But I’ve learned not to rely on blue skies and perfect conditions — in life or in marketing.

So, What’s the Takeaway?

Marketing, like a BBQ, is about creating an experience. One that feels thoughtful, inclusive, a bit special — and that people remember for the right reasons.

So whether you’re cooking up content or sizzling through summer strategy, remember this:

• Know your audience
• Offer a tempting mix
• Prepare for the unpredictable
• Always have a backup

And if all else fails? Keep calm, pop open a cold drink, and ask Doris*.

*Marketing Doris, not your auntie with the novelty apron. Though she’s probably great too.

Fancy a chat about your marketing plans?
Whether you’re just lighting the coals or need help serving something sizzling — get in touch. Let’s make it the summer of smarter marketing.