| Determining the "best" time to do a particular | | | | Annual lobbying |
| marketing event or run a promotion is a decision | | | | Major corporate budget and procurement |
| fraught with indecision, incomplete information, and | | | | cycles5) Major Holidays. You would be shocked at |
| a fair amount of hoping that the winds of fate | | | | how many businesses fail to take into account |
| don't conspire against you.One easy way to tip | | | | the impact of holiday seasons on their business. |
| the scales in your favor is to "calendarize" your | | | | Depending on what you do, holidays could mean |
| marketing events against known holidays, events, | | | | more or less business. For example, |
| celebrations, etc.By taking the time to evaluate | | | | business-to-business advertising is often |
| major events and activities, you can plan | | | | ineffective during the Christmas holiday, but |
| marketing activities to exploit these targets of | | | | consumer advertising promoting Christmas gifts |
| opportunity. You can also prevent your marketing | | | | can be critical. Definitely consider the big holidays, |
| from conflicting with other activities that might | | | | but don't underrate the significance of some of |
| compromise their efficacy. A good annual | | | | the smaller holidays, particularly religious |
| marketing calendar helps coordinate your overall | | | | holidays.For example, if you observe one religion, |
| marketing strategy. It helps you determine when | | | | but have customers that observe another; you |
| to implement your advertising and other | | | | don't want to be insensitive to their religious |
| promotions and often helps you determine your | | | | observance calendar.6) Major Competitor |
| marketing priorities. Understanding your annual | | | | Activities. Understanding your competitor's key |
| calendar can be dynamite when planning media | | | | timing for their marketing efforts, or their |
| releases and media events.What can happen if | | | | strategic timing of events, it can help you create |
| you don't do a calendar? You can bump against | | | | marketing to exploit their weaknesses and |
| scenarios like having a reception on the night of | | | | mitigate their strengths. For example, if you know |
| the Academy Awards television show and have | | | | your competitor will have a product release in |
| very few people attend, and of those that | | | | March, you could advertise your new product in |
| attend, a good portion may not be your real | | | | February and get first to market advantage |
| "target" audience. This is the type of conflict that | | | | (razor blade companies do this all the time. As |
| can be avoided if you know your target audience, | | | | soon as one announces a new item will come to |
| have factored in their interests and have | | | | market, the competition floods the market with |
| scheduled events or advertising or other | | | | "buy-one, get-one" offers or sends through direct |
| marketing efforts for a time and place where | | | | mail samples, etc.). Anything that would be a |
| they will see it and be receptive to it.It is highly | | | | major event to your business may also be a |
| advisable that you "block out" your annual | | | | major event for your competitors. Here are |
| calendar with dates, events, occasions that are | | | | some things to watch for: |
| either vital to be seen during, or times when you | | | | Quarterly and annual financial reports |
| wish to avoid marketing efforts before you | | | | Major sales |
| commit to your marketing strategy. Trying to | | | | Product releases |
| market a new organic suntan lotion to Minneapolis | | | | Major annual promotional events (if you know |
| residents in February would be an obvious | | | | they will occur every year) |
| mistake! By using a calendar and blocking out | | | | Major procurement activities |
| dates, it will allow you to generate a marketing | | | | Major conferences and related events they will |
| plan that takes advantage of key events during | | | | attend7) Important Prospect and Customer |
| the year.What should you consider putting on | | | | Activities. This one is essential. If you understand |
| your calendar:1) Personal Schedule. Think about | | | | the cyclical nature of your prospects' and |
| what is happening in your personal life that might | | | | customers' key annual events you can fine-tune |
| impact your overall marketing and advertising | | | | how, when, and where to target your marketing |
| strategy. Here are some examples: | | | | to them. Here are things to watch for: |
| Vacations | | | | Preferred buying seasons |
| Medical procedures scheduled | | | | Times of the year when they won't purchase |
| Family commitments2) External Events. There | | | | Major events they would attend (conferences, |
| are lots of things going on in the world that could | | | | trade shows, social events) |
| impact your business. There are many events | | | | Holidays |
| that you can plan for or around (such as the | | | | If they are a business, their product cycles, |
| Super Bowl, Academy Awards presentations, | | | | financial reporting cycles, R&D cycles, budgeting |
| etc.) Here are some examples to consider: | | | | cycles, vendor relations events, procurement |
| Major elections | | | | cycles and events, and much more.Not all of |
| Major sporting events | | | | these things may apply to your industry or |
| Major TV events (e.g. Award shows) | | | | business. This is more of a prompt sheet to get |
| Local community or city celebrations and events | | | | you thinking about how the calendar can make |
| Local expos, balls, social activities3) Seasonal | | | | the difference between success and failure when |
| cycles. Many businesses are sensitive to seasonal | | | | marketing. Look for conflicts with other events on |
| or industry cycles. The sensitivity of the suntan | | | | your master calendar. How can you minimize the |
| lotion to the weather is a great example. | | | | impact of these on your results? Look for |
| Obviously, winter is a key season for ski resorts. | | | | synergies. How can you exploit these? Look for |
| Here are some other examples to consider for | | | | marketing opportunities you might have missed if |
| your calendar: | | | | you hadn't laid out the master calendar. Finally, |
| Seasonal variations that impact your business | | | | based on the year's planned activities, anticipated |
| due to weather | | | | return-on-investment and other factors, and |
| Quarterly and annual financial reports | | | | prioritize your marketing.If you haven't done an |
| Tax season | | | | annual marketing calendar, take some time out |
| Summer vacation | | | | before you start to execute any of your |
| Winter vacation | | | | marketing plan and put one together. It can save |
| School holidays | | | | you a lot of money and help you really optimize |
| Government budget cycle (this is critical if you | | | | your marketing strategies.David Zahn is a |
| bid to the government or lobby to preserve | | | | two-time author addressing the issues of |
| funding) | | | | entrepreneurship and consulting ("How To |
| Government procurement cycles4) Major | | | | Succeed As An Independent Consultant, 4th Ed." |
| Industry Events. Most industries have major | | | | and "The Quntessential Guide To Using |
| events that can impact businesses in that industry | | | | Consultants") as well as being a frequent |
| and many other businesses. Here are some | | | | interviewee and contributor to articles in |
| examples: | | | | publications like, "BusinessWeekOnline, |
| Major tradeshows | | | | Entrepreneur, BrandWeek, Training & |
| Industry reports | | | | Development, CTPostOnline, and others. |