Marketing Mistake Number 4:
Not Sending at the RIGHT TIME
Timing is very important to a successful marketing campaign.
So far, you’ve completed Dan Kennedy’s main Marketing Triangle. Here’s where I say, if you want the most bang for your buck, you have to send your marketing at the RIGHT TIME.
Say, for example, you’re a roofer. Sure, you can send out postcards or to online marketing to homeowners fishing for roofing jobs. You can even have the RIGHT MESSAGE to the RIGHT MARKET using the RIGHT MEDIA match.
But, could you imagine if a hail storm just blew through and damaged 100s and 1,000s of roofs? Wouldn’t you want to target these people right now?! Absolutely.
That’s where “Sending at the RIGHT TIME” is so important. You could mail a postcard that gets delivered next day or run an online ad campaign targeting the specific area that was just hit by hail (ah, the power of marketing).
So, if you were a homeowner, and didn’t know any roofers, who would you call? Would you call the guy who’s advertising he fixes “Hail Damage” or the one who is marketing a new roof?
I just learned from a fellow marketer a roofer did just that. There was hail damage in their area and he put out a Facebook ad saying he fixes hail damage and had a call-to-action (which we’ll discuss in a couple of days) for a free estimate. Genius! Facebook ad was probably good, but I would have also sent out postcards for people who don’t have, or check very often, Facebook.
This is a perfect example of getting the RIGHT MESSAGE to the RIGHT MARKET using the RIGHT MEDIA and sending at the RIGHT TIME.
If you’re a real estate agent and see a FSBO or expired listing, NOW IS THE TIME to market to them.
Accountant? How marketing the beginning of January when everyone is starting to think about their taxes. That’s why you start seeing all those H&R Block commercials the beginning of the year through April 15 (they have the RIGHT TIME down pat).
What I want you to do is think about Valentine’s Day and Easter. Who do you see marketing like crazy up to these holidays?? Candy/Chocolate stores! Why? Because that’s the time everyone is buying all the yummy chocolate.
RIGHT TIME is also about entering the conversation already going on in your prospects mind.
Here’s a list of Holiday Promotions for every month of the year (now you don’t have any excuses about not being able to come up with a promotion):
New Year’s Day
Elvis Presley’s birthday
Leap Day (29th)
Alexander Graham Bell’s birthday (invented the telephone). “Be Sure To Telephone in Your Order To Receive…”
St. Patrick’s Day
Spring officially begins
April Fool’s Day
Cinco De Mayo
The Loch Ness Monster was first sighted on May 22, 1933
Donald Trump’s birthday
Summer officially begins
National Tug-O-War Contest
Peak of Summer Activities
Left Hander’s Day
Labor Day (first Monday in September)
Fall officially begins
Evel Knievel’s birthday
Bob Barker’s birthday
New Year’s Eve
Don’t just wait for holidays. You can also ride the “current events” wave with your marketing promotions.
Just be sure to send your marketing campaigns at the RIGHT TIME!
Remember: “Enter the conversation already going on in your prospects mind.” -Robert Collier
Your Plan of Action:
- Look at the above holidays, what promotions can you start working on right now? What current events can you use to hit your prospects with at the right time?
- Write down the answers to the above questions. Start planning out your next marketing campaign. Ask yourself, “Who’s my target market? What message do I want to send? What form(s) of media will I use to target my market? What holiday or current event can I tie into my marketing campaign?”
Tomorrow, you’ll receive Marketing Mistake Number 5: Not Having an OFFER.
So be on the lookout and be sure David@DukeOfMarketing.com is in your “safe senders” list. You don’t want to miss out on the next lesson!
Click the links below to go to the previous lessons: