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12-month
Marketing Calendar that Boost Sales
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The following is a marketer's 12-month promotional marketing calendar,
focusing on the major holidays when most Americans have been trained to
spend extra money or participate in a ceremonial activity. Keep it handy, as
you'll need to refer to it throughout the coming year when forecasting your
promotional messages.
by
Sharron Senter
Contributing Author
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The following is my 12-month promotional marketing calendar. Keep it handy,
as you'll need to refer to it throughout the coming year when forecasting
your promotional messages. 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.
(article continued below ...)
My calendar list focuses on the major holidays when most Americans have
been trained to spend extra money or participate in a ceremonial activity.
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.
Be Prepared
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 in the
mailstream by the last week in January, certainly no later than the first
week in February. I recommend you plan two months in advance. Thus, you
should start planning your Mother's Day campaign in early March. Obviously,
the more involved the campaign, the more lead time. What's more, some
advertising vehicles have extensive lead times, specifically magazines that
need your camera-ready ad approximately 6 weeks [possibly more or less]
before publication, and newspaper inserts also require a reservation
approximately 6-8 weeks before publication.
Unique Angle
Your promotional angle is the key to standing out from your competition.
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.
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. **Popular Gift- giving Time**
- President's Day
MARCH
APRIL
- April Fools Day
- Daylight Savings Begins
- Easter **Popular Gift-giving Time**
- Secretaries Days **Popular Gift-giving Time**
MAY
- Mother's Day -- Launch your marketing messages approximately 3 weeks
before. **Popular Gift-giving Time**
- Memorial Day
JUNE
- Father's Day **Popular Gift-giving Time** -- Launch your marketing
messages approximately 3 weeks before.
- Graduation **Popular Gift-giving Time** -- Launch your marketing
messages approximately 3 weeks before.
JULY
- Independence Day
- Back to School -- Although not a holiday, it's certainly a popular
time to find wallets open and increased spending, particularly by moms
and teenagers.
AUGUST
- Dog days of summer
- Back to School continued
SEPTEMBER
- Back to School -- Marketing messages can continue through the first
week of September.
- Labor Day
- Grandparent's Day
OCTOBER
- Columbus Day
- Halloween **Popular Gift-giving Time**
- 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
- Thanksgiving **Popular Gift-giving Time**
- Your Holiday advertising is in full swing
- Election Day
- Veteran's Day
DECEMBER
- Christmas Day **Popular Gift-giving Time**
- Hanukkah **Popular Gift-giving Time**
- New Year's Eve -- Launch New Year's message late the second week in
December.
About the Author:
Sharron Senter is a New-England based marketing consultant, speaker,
writer and founder of Senter & Associates, a marketing communications firm
that helps small businesses deploy low-cost online and offline marketing
tactics. Senter is well known for her free monthly emailed marketing tips
found at http://www.sharronsenter.com
January 31, 2005
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