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Getting Ready For The Coming Holidays
No, I'm not talking about Labor Day. You should be at a cookout or the beach for that holiday. What I'm talking about is the upcoming Christmas and New Years holidays. Yes, I know that it's well over 3 months away, but an effective marketing campaign during the holiday season starts long before it's too cold to get in the pool. Whether you are handling your own marketing, or a marketing firm is handling it, the creative work that goes into it must be prepared in time to work out all of the details. Then, the appropriate advertising space must be reserved with the appropriate television and radio stations, magazines, billboards, and web sites. Any direct mail marketing will need to be printed, labeled and mailed, and if you don't have a suitable mailing list, that will need to be purchased as well. Still think you've got plenty of time? Think about your potential timelines. Regardless of the medium, it's likely that the creative process will take between one to four weeks, possibly longer if you are shooting footage for a commercial. Don't expect that your marketing firm or graphic designer can just work overtime to complete your project in time. Their workflow, like yours, is often scheduled in advance and chances are they're already working around the clock at this time of the year. Plan for at least two weeks for completion of any printed materials and often another week for labeling direct mail, which then has to travel from the post office to your consumers, taking up to two more weeks. Don't forget to take into account that you aren't looking at a target date of December 25th, you're looking to reach your consumers before that make their holiday buying decisions, preferably several times. With the timelines that we've discussed so far, you should expect that it can take you between four to nine weeks, possibly even more to put your marketing message in front of your consumers, which is right around November, if you start now. So, take advantage of the opportunity to be ahead of the power curve and get your holiday marketing campaign ready, then when the time rolls around, you can enjoy a nice glass of egg nog and relax at the company party while your competitors are jumping through hoops.
This article was posted on September 08, 2006
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