Oh, the dreaded Q4. Before it starts it’s already busy!
Companies need to advertise in Q4 just as much as any other quarter, but because they aren’t ready, they sit on it. At the beginning of the year, it’s unfathomable to put time and effort into getting it done, after all, there are 3 other quarters to get through. Yet, every year it sneaks up on you all the same. Once it’s time to face the music there are so many other things to get done like end-of-year paperwork and documentation as well as preparing for the following year. It all falls in the same time frame on top of making sure you have a successful campaign.
As a company or marketing firm, if you have marketing dollars left, you should use them up before the year is over! Maybe you didn’t have the opportunity to buy for the whole year, so you decided to wait until the last possible second to make your purchase, the problem with that is, you may not have the kind of inventory choices that will really give you the best bang for your buck. In other words, if you wanted to strategize specific dates for a launch, limited inventory might not allow for that plan.
For example, if you really want to promote during the holidays, it’s a great time to do so as people are truly seeking to purchase. On the other hand, because it’s the end of the year, there will be limited space because of the holidays themselves, and overall, less available inventory. Instead of having the opportunity to construct the perfect time frame like you would earlier in the year, you may be stuck with getting leftovers dates.
Start planning your Q4 campaign early so you can get the most return on your investment and even better, you’ll have one less thing to worry about.