As we stumble back to work after the summer, there’s one thought on every marketer’s mind: Q4 is coming.
Or, more accurately, the sales blizzard of Halloween, Black Friday, Thanksgiving and Christmas.
Our last three months of the year squeezes in more festivals and shopping moments than the other nine combined, with an equal rise in promotions and ads.
For that reason, the work for Q4 starts in September.
This matters to you as business, even if you are not running any holiday campaigns. Your audience is bombarded with ads and their personal inbox will be overflowing with promotional emails. By the time December comes around, they are fatigued and you are fighting for a shrinking slip of attention.
If you want to hit your revenue targets, you need to be smart, strategic and early to the party.
Map your audience’s salience points across the quarter
No-one wants to read a sales report over Thanksgiving dinner and most teams will defer spending decisions after the 19th December. The trick is to go light when others go heavy and go personal when they are broad and generic.
Here's your guide to the rest of the year.
September is good for…
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