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