Remember when the summer months were quiet times for financial services advertising?

Conventional thinking says people aren’t interested in their bank accounts during the summer, except to finance vacations. Spring is the period for home remodeling loans and home-buying. In autumn, it’s back-to-school loans. Cars are purchased in the spring or in the fourth quarter when consumers want model-year closeout deals.

No one promotes checking accounts in the summer. Supposedly, consumers won’t switch June through August.

So is the low-key summer approach changing? Maybe.

Some weeks ago, a customer appreciation announcement from a local bank arrived in my mailbox. Sunday, I saw a newspaper ad another bank placed to promote its “Free Friday.” The event acquaints the public with the bank’s accounts by offering refreshments and the chance to win an iPod touch. The next morning, a radio commercial announced a third bank’s “Christmas in July” festivities with refreshments and activities and open to the public. Finally (so far), the day’s mail included an announcement from a credit union that it’s holding two free hot dog lunches with live radio broadcasts and a football travel package prize drawing.

In communities around ACTON Marketing, competition for customers is hotter than the summer temps. The FDIC closed and sold the assets of a local bank that had multi-state locations, so it’s likely there are more than the typical one-quarter of account holders in transition in this area. Banks and credit unions are actively pursuing those prospects with all sorts of attention-generating promotions, as well as direct mail campaigns.

Even if there’s not a higher than normal churn in your marketplace, the summer months are still an excellent time to capture new customers. You can be sure there will be added turnover after August 15 when those first overdrafts are denied. Some consumers will be ready to flee when they see their big bank’s free checking disappear. Plus, consumers’ attitudes toward banking are likely changing. Opening accounts and switching financial institutions isn’t as seasonal as in the past.

You still have a few weeks to prepare a quick summertime promotion. If you’re lucky, you’ll even be quicker than your competition.

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Here are a few more thoughts about year-round advertising.