Are You Prepared for the 2016 Marketing Sprint?
We’re at the cusp now. The week before Labor Day tends to be quieter, due to many people squeezing last minute vacations in. Are you prepared? Do you know what’s to come? Let’s take a look.
Here’s an abbreviated look at what happens once Labor Day comes and goes, a summary marketing calendar. We marketers must be ready once Tuesday, September 6 rolls around to sprint to year’s end.
The fall represents B2C marketers’ busiest season, and that season begins in mid-September:
We see searches for “gift ideas” hit a first inflection point every year right at week 38, then a second at week 43. B2C marketers must have everything locked and loaded in advance of week 38 to maximize their marketing impact.
When is week 38? Week 38 begins on September 19, 2016.
The fall also represents a crunch time for B2B marketers. B2B marketers must cram as much revenue-generating impact into the fall as possible. We have 80 working days from Labor Day until the end of the year:
However, when we look at a B2B search result, like “marketing plan” we see that traffic drops off precipitously in week 48 and afterwards, coinciding with the Thanksgiving holiday week:
If we want to be assured that our B2B marketing communications will be seen, we need to land them before Thanksgiving; plan for the end of the “B2B calendar year” on November 22.
That leaves B2B marketers with a scant 54 working days for the remainder of 2016:
2017 Marketing Planning
Amidst all the frenetic activities above, we also must plan our marketing for 2017. As noted by the search above, companies began searching for marketing plans in week 32 of each year; week 32 was the second week of August. Week 36 — Labor Day week — is when we go full speed ahead on 2017 marketing planning.
Are you prepared?
Are you prepared for the mad dash to year end? Do you have all the pieces in order, ready to go? If not, you have this week to make up lost time. Make the most of it.
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Originally published at Christopher S. Penn Blog.