Here is an axiom of life: being on time is half the battle in making a great impression. Show up early and you will have time to waste. Show up late and you will miss out. Likewise, timing is critical to being effective in marketing. Show up early and your target market will not be ready for you. Show up late and you will miss the opportunity to make a sale.

Today is December 15. Did you know the following commemorations are being celebrated today?

• National Cat Herders Day (to recognize people who can manage people amidst chaos)

• National Bill of Rights Day (The first ten amendments to the U.S. Constitution were ratified on December 15, 1791)

• International Tea Day (recognizing the world’s most consumed beverage)

• Lemon Cupcake Day (apparently celebrated in December to remind everyone of summer)

• Wear Your Pearls Day (appreciating where you have come from to be who you are today)

My guess is you had no idea today was such a special day that five events were crowding each other to claim the day as their own. Here is the real kicker: no one knows about these special days because they are being overshadowed by the Christmas season. With just ten days to go before the BIG event, no one is going to stop and give any thought to tea and lemon cupcakes.

This brings us back to your marketing. There is a season for everything under the sun. When is the perfect time to push your marketing? It depends upon the mood of your market. What are the consumers who make up your target market doing in the cycles of their lives? There is a time when they are ready to listen to your marketing. There is a time when they will tune you out. How will you know what time it is? The first commandment of marketing is Know Thy Customers, or should I say, know their buying habits. If you are in retail, now is the time to sell your wares. If you are selling houses, the spring of the year is the prime season. If you are selling ice cream, July is a great month. Now, if you are in charge of marketing, there are two steps we want to make sure to promote to consumers: awareness of your brand and a reason to give it a try. Back up your promotion one to two months prior to that "right” time for your clients. That is when you need to get in front of them with your campaign and make them aware of your brand. One month to one week before the "right” buying time comes around, push hard with a deal that makes the consumer want to give it a try.

There is a time that is too early and a time that is too late to market to your customers. If you are in charge of marketing, this kind of plan and execution campaign is key to being on time.