Your calendar can be an amazing source of marketing opportunities. Keeping your eye on key dates throughout the year will help you to keep up with the larger companies and organisations that use carefully timed marketing communications as a matter of course. So, just thirty or so minutes spent with your calendar, or 10 reading this post, can help you to hit the ground running and kick-start a carefully orchestrated marketing strategy for the year. A couple of examples will demonstrate some of the many opportunities that you’ll discover through such an exercise then, below those, we include suggestions for a full marketing calendar for the year as a whole. If you find this post useful, don’t forget to bookmark it!
Valentine’s Day Promotions
At time of writing it’s mid January so, right now, you could be gearing up for a Valentine’s Day promotion in just under a month’s time. For example, come February 14th, I for one would open what I perceive to be a Valentine’s Day card if it arrived through my post box on that day. I’d open it for sure whereas I would ignore most other ‘non-themed’ junk mail, of the nature that arrives every day. Think of your corporate Valentine’s card — and most of the other ideas below — like they are a Trojan Horse; you are grabbing attention for your marketing or sales message under the guise of something people actually want to open and read! It’s a sneaky, but ingenious marketing approach.
During February, you could be thinking about an Easter promotion timed for March, helped along with images of eggs, Easter bunnies and little yellow chicks! Consider, perhaps, use of those popular little puns in your marketing headlines (for example, “We’re Egg-cited to Announce …” and so on). In case you were wondering, Good Friday falls on 14 April this year, with Easter Sunday on 16 April and Easter Monday on the 17th.
Those are just two of the many, many timely marketing opportunities that present themselves to you every year, if you think ahead and plan for them.
An At-a-glance Marketing Calendar for the Year as a Whole:
- 1 January: consider a New Year’s Day or general New Year promotion come January 1st.
- January itself is the start of the traditional sale season and is a great marketing opportunity (see our last post).
- 25 January 2017: consider a Burns Night promotion for your Scottish clients and prospects.
- 28 January 2017: consider a Chinese New Year promotion (2017 is going to be ‘Year of the Fire Rooster’).
- 14 February 2017: make the most of a Valentine’s Day promotion.
- 28 February 2017: possibly launch a Shrove Tuesday promotion, particularly if your niche involves food.
- 17 March 2017: St Patrick’s Day could be a promotion opportunity for any Irish clients.
- 26 March 2017: consider a Mother’s Day promotion.
- 1 April: an April Fools’ Day promotion could be fun!
- 14 April to 17 April 2017: make the most of Easter for another promotion.
- 22 April: an Earth Day promotion could be useful for ‘green’ promotions.
- 23 April: a St George’s Day promotion perhaps.
- 1 May and 29 May 2017: consider a couple of ‘Bank Holiday’ promotions – perhaps a sale.
- 18 June 2017: Father’s Day presents itself for possible promotions.
- 7 and 28 August 2017: some August Bank Holiday promotions perhaps – again, maybe a bank holiday sale.
- 31 October: it’s Halloween so theme your promotion accordingly.
- 5 November: a Guy Fawkes Night promotion could help your marketing go off with a bang!
- 23 November 2017: Thanksgiving promotions for your American client base perhaps.
- 24 November 2017: Black Friday and …
- 27 November 2017: Cyber Monday promotions can really make the most of people’s shopping sprees in the run-up to Christmas, particularly while they’re in spending mode.
- 25-26 December: plan a Christmas and/or Boxing Day promotion to grab those last minute sales.
- 31 December: a Hogmanay promotion for your Scottish audience perhaps.
Promotions Around a Key Moment in Time
The list could go on, including marketing activity timed to coincide with key moments in your organisation’s history (it’s 50th Anniversary, for example), commemorations relating to famous moments in history (for example, I note that the first moon landing currently features in an advert for porridge oats) or a marketing theme could be geared around the birth date of someone famous like Einstein (he has some excellent quotes that could be used as part of the headline), the birth date of the Internet, or the centenary of some other important happening that’s likely to grab attention and interest.
Sports Calendar Promotions
Keep your eye on the sports calendar too. A football-themed marketing communication around the time of the football final is just one classic example. And, of course, the Olympics is another opportunity where you can theme your marketing communication to grab interest.
Personalised Birthday Communications
If your client database is more advanced, you may well have asked your customers to confirm their birth dates when first subscribing to your list. This could give you another marketing opportunity i.e. send them a personalised marketing communication on their birthday each year, perhaps with a money-off voucher or free gift or offer of some kind. I know I have been impressed with such forethought when I’ve received such communications from places I’ve previously purchased.
Seasonal Marketing Promotions
Big high street stores and online equivalents harness the changing seasons all the time for their marketing promotions. So make the most of Spring, Summer, Autumn and Winter as they approach during the course of each year. Mark out the dates on your marketing calendar and plan in advance for them.
Professional Design & Printing Support
For the promotions above you will, of course, need some seriously good, seriously cost-effective and sometimes seriously fast printing and design. That’s where we come in. At Firstpoint Print, we have in-house graphic designers standing by to help with all your graphic design, layout and artwork needs. Once ready, our professional printers and incredible print facilities are ready and waiting to output your digital, litho or large format printing. Whether it’s flyers, catalogues, direct mailing pieces (including mail merge and personalisation options), leaflets, brochures, booklets, hand-outs, postcards, posters or any other type of printing, we have it covered. We even have three branches to choose from in Central London or, for those further away, an online ‘artwork upload’ facility and quotation facility (quotations are free and without obligation).
If you’d like design or printing help for any of your timely promotions throughout the marketing year, contact your nearest branch of Firstpoint Print and we’ll be delighted to help …