Marketing Doesn’t Take a Vacation
[by Paul Bartholomew]
Where is your marketing going this summer? Is it going on a nice long vacation? When do you think it will be back? I hope it doesn’t have a vacation home somewhere in the South of France. You can, but your marketing shouldn’t.
Your marketing should be consistent. People can get caught up thinking no one is listening or receiving the message because too many prospects are out of the office during the Summer. It’s true, but they don’t all go on vacation at the same time. Your marketing will find an audience and it may be a favorable time. It may be a time when your prospects can actually meet with you. They may not have work yet but the idea is to have them thinking about you when it’s time again. You marketing effort may not get as many responses certain times of year but people are there and listening.
Do you plan on having any vacation time? Here are some ideas to keep your marketing rolling even if you’re not around. Emails can be setup long ahead of time. I usually work 2 weeks ahead but if I have projects or events happening that may interrupt, I may work earlier on my next campaign and have it scheduled during the time I’m not around. Postcards can be done in a similar way if you’re using a mailing service. Many postcard printers offer mailing services and can schedule not just one mailing but many to go out on specified dates.
Think about working on a marketing buffer and try to be ahead by a couple mailings at all times; at least have the design work ready. This way if you change your mind later on about a marketing piece you can swap it out before going to print.
No matter what, keep to your schedule. If you allow your marketing to take time off, you might be feeling the effects sooner than you think and have more free time for yourself than you’d planned!
5 Responses to 'Marketing Doesn’t Take a Vacation'
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So when exactly is the “best time” to market your work and send out mailers etc?
There is no “best time.” Marketing isn’t about one-hit, it is about consistent action over the lifetime of your business.
I guess one could say the best time to market your work is now, and tomorrow, and next week, and next month, and next quarter, and next year…
AMEN AMEN AMEN! I always say market until you plan to retire….and then market that you are retiring. There is no set time to market or not to market – other than OFTEN. We are Americans we always are working.
Mass Market at least every 2 months, Meet with NEW contacts every month and do Special Marketing at least every 6 months…those are the basics in my opinion!
Hello Robert,
The “best time” is very difficult to pin down. Keep a marketing schedule and stick to it. I have a mailing going out mid June and then late July or early August. I avoid the week before, during and after the 4th of July. Also, late August when people with kids try to get their vacation in before school starts up again. Even during the slow seasons it’s important to get your name and work seen by prospects. They may not be ready to work with you and the responses may be few or none but the idea is to have them think of you when they are ready.
Best,
Paul
The best mailing plans are always based on and understanding of your target client’s sales and marketing cycles. If you keep track of something as simple as whether your target client is on fiscal year or calendar year budgeting cycle; when/if they have an annual sales meeting for which they need imagery; when is their annual report delivery dates?; etc) you’ll gain some information around which to plan your mailings.
During my years of repping, I kept track of the “best times” to reach our clients by referring to historical data in my contact data base. With years of time&date-stamped assignment estimates and invoices, covering various market niches and products, an assignment cycle began to appear. With that knowledge one can anticipate the clients’ needs and plan accordingly.
Even if you don’t have many years of data to draw upon to help create your mailing calendar, you can still make a good start by learning to look at your own sales data a new way. (Note: I’ve already written an upcoming ASMP Business blog post containing a tip about a seasonal tactic; watch this space