Build Your Own Business Promotions Calendar
Tuesday, December 22nd, 2009
Keep this annual promotions calendar when considering and forecasting your promotional messages. It is by no means is this list exhaustive…in fact, you should add to it based on your industry-related activities. There are many holidays throughout the year that may be a natural tie-in with your product or service, such as National Book Week in January, if you’re an author or editorial-related service or American Heart Month in February, if you sell health-related services or products.
People in north-America have been conditioned to spend extra money or participate in activities outside of regular routines. Generally speaking, you want to link your marketing promotions to a time of year when customers have their wallets out. Thus, you’re simply positioning your product or service as the perfect gift or solution for the celebrated event. Understanding what this triggers are and when they occur will help you boost your overall sales, and help you business maximize its revenue potential every month of the year.
Remember…you can never be too early in preparing your marketing campaigns. For example, in order for the typical small business owner to prepare for a Valentine’s Day direct mail campaign, you’ll need to get most of your materials printed and ready to go by the third week in January and at the post office for mailing by the last week in January.
As a general rule, plan your marketing at least 2 months in advance. Obviously, the more involved the campaign, the more lead time. While some traditional forms of marketing like newspaper advertising, radio spots and direct mail campaigns may be appropriate…if you are not using the WWW and social media as part of your marketing efforts you are missing a massive audience (and probably spending to much $$$ too!)
In Campbell River, contact Lawrence Lewis and eZABU.com for a great WWW and social media marketing solution for your business (call 250-203-3787).
Your promotional angle is the key to standing out from your competition…fin your unique selling proposition. People are going to buy gifts at Christmas, without a doubt. But what makes your service or product so interesting, that shoppers should hand over their money to you instead of the myriad of other stores? Find a creative answer, and you’ll grow your business.
Here is your quick-check annual promotions calendar – don’t forget to customize it for your business and industry niche.
JANUARY
- New Year’s Day, and the proceeding two weeks — Launch your marketing messages the last week of December.
- Martin Luther King, Jr. Day — Although not a big gift-giving time, this is a great time to spread a non-profit message.
FEBRUARY
- Valentine’s Day — Launch your marketing messages the last week in January.
MARCH
- St. Patrick’s Day
APRIL
- April Fools Day
- Daylight Savings Begins
- Good Friday and Easter Monday (long weekend)
- Secretaries Day
MAY
- Mother’s Day — Launch your marketing messages approximately 3 weeks before.
- Victoria Day
JUNE
- Father’s Day — Launch your marketing messages approximately 3 weeks before.
- Graduation — Launch your marketing messages approximately 3 weeks before.
- National Aboriginal Day
JULY
- Canada Day
- Start of Summer
AUGUST
- Dog days of summer
- BC Day or Civic Holiday
- Back to School — Launch your marketing messages approximately 3 weeks before
SEPTEMBER
- Back to School continued
- Labor Day
OCTOBER
- Halloween
- Thanksgiving
- Holiday preparation should be 1/4 completed, seriously. Launch your first holiday message immediately after Halloween. This message will generally go to your current customer base, offering them an exclusive early-bird holiday special to expire in early November.
- Daylight Savings Ends
NOVEMBER
- Your Holiday advertising is in full swing
- Memorial Day
DECEMBER
- Christmas Day (You should 3-6 weeks in to your holiday marketing message by this date!)
- Boxing Day
- Hanukkah
- New Year’s Eve — Launch New Year’s message late the second week in December.
