October is the month of launching something big. Here is a list of ten products, services and venues that changed our world and were either invented or released to the public in October.

• Oct 2, 1879 - Thomas Edison invents the incandescent lightbulb

• Oct 1, 1908 – The Model T Ford is introduced to the public

• Oct 10, 1913 – The Panama Canal is completed

• Oct 31, 1954 – The sculpture of four American presidents on Mount Rushmore is completed in South Dakota

• Oct 18, 1954 – Texas Instruments introduces the transistor radio to the public

• Oct 4, 1957 – Sputnik 1 becomes the first artificial satellite to be launched into orbit

• Oct 29, 1969 – The first ARPANET (precursor to the intranet) message is sent

• Oct 1, 1971 – Disney World in Orlando, Florida opens for the first time

• Oct 13. 1983 – USA Mobile Communications introduces the first consumer cell phone

• Oct 13, 2005 – Apple introduces the iPod with the ability to stream music and videos

Why is October such a good month to market something new? In the case of consumer products, it is the launching pad for the Christmas holiday season. Beginning to promote the latest technology now means you can create a buzz about it with your marketing from now until consumers are ready to buy it. Let them become aware of your new item. Let them talk it up and then market for the sale when the holiday buying season begins. Does this still work in our world of online buying and delivery to your door? Yes, it does. Any time you are marketing something new, you have to give people time to warm up to it. We typically do not buy what we do not understand.

What if your product or service is not tied to retail sales? Is there any benefit to launching your marketing campaign in October? Yes, in two different ends of the business cycle. In the B-to-B marketplace, many budgets for next year are being formulated right now. Managers are seeking solutions so they can enter them into their strategic plan and budget. Getting your brands into the mix now will pay dividends down the road. Likewise, managers who have money to spend before the end of the year may be looking for a reason to buy now. In this situation, they are not unlike Christmas season shoppers. There is a firm deadline and you must push your marketing hard before the deadline comes upon you.

You have to understand what kind of marketing you should be doing – awareness of your brand or a push for sales now. In either situation, you must give the consumer a reason to buy your brand and October is the perfect time to make this case. Why? Because in either situation, you can create a scenario where buying from you will benefit them. This is where your marketing should be doing its best work. We extol the quality of what we are selling through marketing. We play up the features, advantages and benefits. We talk about how the brand will solve problems. But as the year is coming to an end, you have another marketing card you can play. The deadline of the end of the year creates a reason to give special pricing to your customers. If they sign up now, they get a better price. Otherwise, the price will change. This is all the incentive some people will need to make the sale.

October is the perfect month to market something big. If you are in charge of marketing, your October calendar should have a big bullseye on it. If you are not promoting your brand this month – especially something new about your brand – you should reconsider your marketing plans.