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Marketing Schedule Management

Unless you’re inventing a new product or service that has its own niche marketplace, you shouldn’t try to create a market where there isn’t one. This means that you should only advertise when your product is relevant to your potential customers, and not waste precious marketing budget on advertising when there is lower demand, instead focus your budget on periods across the calendar when your message will resonate with buyers “in the market”.

Some products and services will have an all-year-round appeal, like fast moving consumer goods (FMCG), but others will have clear peaks and troughs in demand. You should identify these periods and advertise going into a peak and during it, before tailing off your spend as demand starts to dip into a trough, and – again, depending on your unique marketplace – avoid temptation to spend money on advertising during a trough to maximise your budget.

Regardless of when you spend your advertising budget, you should also ensure that you are marketing to people using media that they consume, otherwise your messages may not be getting through to the right audiences. Your target audience should be identified, then your marketing campaign should be focused on communicating your product, service & branding messages where it best serves your target audience with the lowest possible wastage.

All marketing campaigns will have wastage, where you’re advertising to people who aren’t particularly interested in what you offer them, but a well planned advertising campaign will deliver cost-effective results by focusing your marketing budget on the platforms that deliver the highest concentration of target customers during periods of time that are relevant to the people who are “in the market” to become your next customer – “today & tomorrow’s buyers”.

Before you even consider the creative work for your advert designs, we work hard to fully understand your propositions so we can ascertain your target audience. Then, using technology and human relationships, we generate a placement and cost plan of advertising across the calendar year. This gives a better idea of what should be spent when, and which messages should be included in marketing materials throughout your marketing schedule.