Too many companies focus on only the here and now. When it comes to their commercial color printing, they decide what they are going to do in the next month and that is all they have on their plate.
Why worry about just the moment when you can easily plan? A natural flow exists to marketing for different times of the year, and we can easily know ahead of the time what a lot of these are.
Right now, I can predict what kind of marketing is going to be dominating February no matter what year it is: the Super Bowl. How many companies have tied in specials to the Super Bowl, and what kind of marketing do you have associated with it?
The same could be said of all sorts of different key events. March Madness will be obvious in marketing strategies just like Halloween and Easter will. From the beginning of the year, you can plan for these particular times of years in order to be prepared for when they actually come.
Why is planning so important?
The more rushed a marketing campaign is the less powerful it is going to be. Product launches are always going to be well thought out and have a huge impact because the company had been planning for it for months or years. The same should be true of every kind of marketing you use.
Just because you do not plan to release something until the summer, why not get to work on it in January? That way you know it will be perfect by the time summer actually rolls around.
The summer months are also a perfect example of taking advantage of the slower days of publishing. As everyone prepares for the coming Christmas time rush, a lot of companies are not going to focus nearly as much attention on marketing. If you have a detailed plan on how best to exploit this period far in advance, you will be in a great position to dominate the public’s attention.
Getting into the right publications at the right time is another important detail. Many articles or ads can take a few months to appear in a magazine because most magazines plan out issues a few months in advance.
If you know far in advance that you’re going to be promoting a certain product you can make sure to buy up the right ad space long before you need to. This ensures your ads will flow smoothly with your promotions.
A company that is prepared will always come across looking better than one that lives from moment to moment. When you plan everything, you will end up with commercial color printing that is more polished and timely than the competition.
Planning Things a Year at a Time
May 08, 2008
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Kaye Z. Marks is an avid writer and follower of developments in commercial color printing industry and how these improvements can benefit small to medium-scale business.
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