If your marketing is right, but your timing is wrong, there’s gonna be trouble. Even the best-laid plans can fall apart when the timing is off. Here are 7 Super Scenarios to consider:
1. A recession is ugly except to companies that realize it is an ideal opportunity to make sales. So, keep up with current events by watching TV, reading daily papers and newsweeklies, accessing online news services, and subscribing to publications within your industry and community. If you do, you can tie in your offerings with what is happening at that moment.
2. It’s a sad moment in marketing when you get an awesome newspaper story or big-time TV report for a product or service that isn’t yet available – or you really aren’t ready for business. The business owner is so enthralled at the thought of free publicity that news is released before people can buy what he or she offers, or before you’ve worked out all the bugs and salespeople know all the facts. There is no second “launch.” Patience is a virtue.
3. Don’t be in a rush to create your marketing materials. Be thoughtful about your audience and messages to it. Also, keep in mind that to develop materials, you are faced with three variables – speed, quality and economy. Rarely can you get all three, so be prepared to select any two.
4. You’ve created the perfect communication, but it arrives too early in the week, when your prospect is thinking of the week ahead – or too late, when your prospect is thinking of the upcoming weekend. Lesson: Tuesday, Wednesday and Thursday are the best days to have something arrive in the mail, whether e-mail or snail mail.
5. You’ve got a fine product but a limited budget and a lot of competition. Look for what are seen as the slow months. They are when you can attract the most attention the fastest for the smallest investment.
6. Respond quickly to customer requests, orders, questions and complaints. People cherish their time more than ever. Show respect and never waste a minute of theirs.
7. Everybody receives “seasons greetings” November through January. Consider sending holiday greetings in July, picking another holiday like Valentine’s Day, or spring to show thanks and appreciation.
