Who Says A Marketing Plan Starts in January?

For years, the advertising industry was always timed to the calendar year. There were legitimate reasons for this. For one thing, when we planned a print advertising program, we were always researching key issues using the editorial calendars provided by the publishers. These calendars were of course keyed to a calendar year. The concept of frequency discounts based on 3-time, 6-time and 12-time programs were all designed around a calendar year because rates would typically "adjust" on the first of the new year.

Well guess what? It's not 1982 anymore. While most companies still do budget planning on an annual basis (whether it is calendar or fiscal), today, a marketing plan needs to be nimble, flexible and attuned to the changes in the industry and with your competition. Since small companies are in a better position to change course quickly, this gives them a distinct advantage over large companies who cannot turn the barge easily.

In short, there is no reason to wait for the fall to do planning for the following year. There is no reason to begin a new plan on January 1. If market forces dictate a change in course, that change should be affected as soon as possible. With online expenditures grabbing a larger portion of client budgets, the ability to move quickly is that much easier. Most online programs are not as tied to the calendar as print has traditionally been.

So with the first half of the year coming to a close, don't wait to plan for next year. Why not start next year now.

Contact us for ideas on how you can fuel inject new life into your marketing plan now!