Marketing Tips For Autumn Profits

By Gail Z. Martin

Is your company’s marketing ready for Fall opportunities?  If you plan to make a big splash about an early Fall event or promotion, remember that it requires four to six weeks advance notice at the least to prepare marketing materials without incurring rush charges.  Even if you are expecting big things from the winter holiday season, the time to start the marketing machine is when the kids go back to school!

Why is Fall such a great marketing opportunity?  Think of it as a side effect of the traditional business cycle.

End of year budgets—Some managers are cautious during the first half of the year, hoarding their budget.  Then during the second half, they realize that year-end budget planning and deliverables are coming up, and the purse strings loosen to get key projects completed on time.  This is especially true for companies with a “use-it-or-lose-it” budget approach, where managers have an incentive to spend down before the end of the year.

Ramp up for the holidays—It is a wonderful thing for business that so much of the world celebrates a holiday of some kind during the last few months of the year.  Between October and January, almost everyone has a reason to buy gifts, stock up on special groceries and entertain.  If your business sells gift items, food, entertainment services or home décor, this is the season to make sure everyone knows about you!  You’ll need some extra marketing savvy to cut through the clutter.

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