Life is a series of repetitions. Every year there is going to be a spring followed by a summer. Every year there are going to be children building snowmen in the winter and there will be people going water skiing in the summer.

Each year the new summer line up in clothing comes out in the spring, and each year those very same clothes go on sale in the fall so the stores can get rid of their stock, only to bring out the winter clothing so the cycle can repeat itself.

I have a feeling I know what most people are going to be busy preparing for throughout the end of November and all through December. There’s going to be a certain kind of madness in March and there’s going to be a lot of people buying fireworks at the beginning of July.

I could go on. Hopefully the point is clear enough by now. And the things I listed are only the tip of the iceberg. As much as some things change there are so many others that simply remain the same from year to year.

Now, what does that mean about your marketing?

A lot of companies like to focus all of their attention on one marketing campaign at a time without much care for what comes after it. If the goal is postcard marketing, a team will be put together with the task of getting those postcards out there and once the job is done they’ll change to a new task.

Very few of these things are thought about very far in advance. A lot of companies decide two or three months ahead of time what they plan to do next with their marketing. My question is why?

The point I’m making about the repetition is that you already know what’s going to be happening next year. Certain particulars are going to change, sure, but if you planned to use some brochure printing to advertise a fall themed line up, why not plan out the brochure in February? If you know you tend to send out postcards in July for summer deals, start getting all the details ready in January.

There are so many benefits to getting your marketing planned out well in advance. Rushing for the deadline to get your brochure printing taken care of won’t be the same potentially chaotic mess when you’ve been taking care of things for months already.

Every kind of marketing can be given the needed time to completely perfect it before it gets into the hands of your customers. You have the time to step back and see if that postcard marketing is exactly what you want it to be. Everything about your marketing will be more polished and effective if you’ve been spending months planning it.

Most companies have products linked to the seasons, to different holidays, and even different sporting events. Odds are your company does the same, and you already know when all of this is going to take place. Stop waiting until the last minute to get started when you could easily give yourself the luxury of taking your time over months to come up with a wonderful advertisement.


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