You have money to spend on marketing and communications and 12 months to spend it.
Now what?
Plan
Your organization has potential marketing opportunities to plan your budget around. Once your dates are set, you must plan individual approaches for each marketing event. That means research. Your spending must be rationalized and the only way to do that is to back it up with a smart strategy.
Preach to the choir
Start by looking at your audience’s behaviours. Understanding when and where they make purchases, respond to messages and interact with brands all helps guide when and where your interaction should occur.
Keep your enemies close
You can learn a lot by watching your competition, especially if they are a category leader. Keep an eye on when they’re most active and when they quiet down. Look at what media they buy. Consider what they are saying. Are they quality or price driven? You’re better and you’re different. Make sure your message conveys that. Considering your timing and messages will help you rise above commercial noise.
