In the late Middle Ages, English poet Thomas Tusser penned the phrase,
"April showers bring May flowers." So here we are at the end of
April, ready to go slip-sliding into May. What does that mean for your
marketing?
It should mean if you have seasonal sales, you are looking at what
you’re doing for Christmas. Why would you be thinking of Christmas in May?
Because marketing always plans its promotions at least six months in advance,
which would land you in the thick of the pre-Christmas retail season.
If you are not working in the retail world, what should you be thinking
about in May? What you will be promoting at the end of the year. There really
is no difference in the planning for a B2C or a B2B marketing plan in terms of
working ahead. Six months is your minimum work ahead.
What should you be focusing on for the end of the year? For many
businesses, the end of the calendar year is their most profitable. Forecast
what customers need from you and what consumers are looking for as the year
winds down. There is an urgency with many consumers to make a purchase at the
end of the year because their old budgets are about to run out. If they have
unpurchased line items, it creates an opportunity for a sale. Give them a
reason to do business with you. That may mean offering your best deal if they
purchase before the end of the year. Maybe you can sell them next year’s model
at this year’s price if they sign a contract before the end of the year. The
urgency of the year-end deadline will work in your favor, but you need to plan
for it now.
What if the economy changes between now and then? We are living in some
volatile economic times. To combat the possibility of a downturn, allow some
fluidity to your strategy. Marketing plans need to be evaluated and adjusted. A
plan started in May should be looked at again in August and October for changes
in the marketplace before putting it into action in November. Take a look at
the agreements you have with advertisers to see when you have to commit money
to the process. Try to sync your evaluation times with the signing of any
contracts with these advertisers.
April showers may bring May flowers, but what do May flowers bring to
marketing? A plan for the end of the year. Make sure you are planning ahead.