Determining the "best" time to do a particular marketing event or run a
promotion is a decision fraught with indecision, incomplete information, and a
fair amount of hoping that the winds of fate don't conspire against you.One easy
way to tip the scales in your favor is to "calendarize" your marketing events
against known holidays, events, celebrations, etc.By taking the time to evaluate
major events and activities, you can plan marketing activities to exploit these
targets of opportunity. You can also prevent your marketing from conflicting
with other activities that might compromise their efficacy. A good annual
marketing calendar helps coordinate your overall marketing strategy. It helps
you determine when to implement your advertising and other promotions and often
helps you determine your marketing priorities. Understanding your annual
calendar can be dynamite when planning media releases and media events.What can
happen if you don't do a calendar? You can bump against scenarios like having a
reception on the night of the Academy Awards television show and have very few
people attend, and of those that attend, a good portion may not be your real
"target" audience. This is the type of conflict that can be avoided if you know
your target audience, have factored in their interests and have scheduled events
or advertising or other marketing efforts for a time and place where they will
see it and be receptive to it.It is highly advisable that you "block out" your
annual calendar with dates, events, occasions that are either vital to be seen
during, or times when you wish to avoid marketing efforts before you commit to
your marketing strategy. Trying to market a new organic suntan lotion to
Minneapolis residents in February would be an obvious mistake! By using a
calendar and blocking out dates, it will allow you to generate a marketing plan
that takes advantage of key events during the year.What should you consider
putting on your calendar:1) Personal Schedule. Think about what is happening in
your personal life that might impact your overall marketing and advertising
strategy. Here are some examples: Vacations Medical procedures scheduled
Family commitments2) External Events. There are lots of things going on in the
world that could impact your business. There are many events that you can plan
for or around (such as the Super Bowl, Academy Awards presentations, etc.) Here
are some examples to consider: Major elections Major sporting events Major TV
events (e.g. Award shows) Local community or city celebrations and events
Local expos, balls, social activities3) Seasonal cycles. Many businesses are
sensitive to seasonal or industry cycles. The sensitivity of the suntan lotion
to the weather is a great example. Obviously, winter is a key season for ski
resorts. Here are some other examples to consider for your calendar: Seasonal
variations that impact your business due to weather Quarterly and annual
financial reports Tax season Summer vacation Winter vacation School holidays
Government budget cycle (this is critical if you bid to the government or lobby
to preserve funding) Government procurement cycles4) Major Industry Events.
Most industries have major events that can impact businesses in that industry
and many other businesses. Here are some examples: Major tradeshows Industry
reports Annual lobbying Major corporate budget and procurement cycles5) Major
Holidays. You would be shocked at how many businesses fail to take into account
the impact of holiday seasons on their business. Depending on what you do,
holidays could mean more or less business. For example, business-to-business
advertising is often ineffective during the Christmas holiday, but consumer
advertising promoting Christmas gifts can be critical. Definitely consider the
big holidays, but don't underrate the significance of some of the smaller
holidays, particularly religious holidays.For example, if you observe one
religion, but have customers that observe another; you don't want to be
insensitive to their religious observance calendar.6) Major Competitor
Activities. Understanding your competitor's key timing for their marketing
efforts, or their strategic timing of events, it can help you create marketing
to exploit their weaknesses and mitigate their strengths. For example, if you
know your competitor will have a product release in March, you could advertise
your new product in February and get first to market advantage (razor blade
companies do this all the time. As soon as one announces a new item will come to
market, the competition floods the market with "buy-one, get-one" offers or
sends through direct mail samples, etc.). Anything that would be a major event
to your business may also be a major event for your competitors. Here are some
things to watch for: Quarterly and annual financial reports Major sales
Product releases Major annual promotional events (if you know they will occur
every year) Major procurement activities Major conferences and related events
they will attend7) Important Prospect and Customer Activities. This one is
essential. If you understand the cyclical nature of your prospects' and
customers' key annual events you can fine-tune how, when, and where to target
your marketing to them. Here are things to watch for: Preferred buying seasons
Times of the year when they won't purchase Major events they would attend
(conferences, trade shows, social events) Holidays If they are a business,
their product cycles, financial reporting cycles, R&D cycles, budgeting cycles,
vendor relations events, procurement cycles and events, and much more.Not all of
these things may apply to your industry or business. This is more of a prompt
sheet to get you thinking about how the calendar can make the difference between
success and failure when marketing. Look for conflicts with other events on your
master calendar. How can you minimize the impact of these on your results? Look
for synergies. How can you exploit these? Look for marketing opportunities you
might have missed if you hadn't laid out the master calendar. Finally, based on
the year's planned activities, anticipated return-on-investment and other
factors, and prioritize your marketing.If you haven't done an annual marketing
calendar, take some time out before you start to execute any of your marketing
plan and put one together. It can save you a lot of money and help you really
optimize your marketing strategies.David Zahn is a two-time author addressing
the issues of entrepreneurship and consulting ("How To Succeed As An Independent
Consultant, 4th Ed." and "The Quntessential Guide To Using Consultants") as well
as being a frequent interviewee and contributor to articles in publications
like, "BusinessWeekOnline, Entrepreneur, BrandWeek, Training & Development,
CTPostOnline, and others. For a free "business readiness assessment," please
click on http://www.startupbuilder.com - There is a new buzz in the cosmetic
marketplace. It's mineral makeup! So what is it and how is it different? Mineral
makeup is just as the name suggests made from minerals. These are naturally
occurring minerals and inorganic pigments from the earth (Metal ores and iron
oxides) that are very finely crushed and milled. They contain no oils, no
preservatives, no fragrance, no talc and are safe for even very sensitive skins.
In fact, they are so safe that a lot of Plastic Surgeons and Dermatologists are
recommending them to their patients. Not only is Mineral makeup not harmful for
the skin, it is actually good for it. The ingredients are so finely milled that
they will not clog your pores and because it is made from inorganic minerals it
will not gather moisture to feed bacteria therefore it is totally pure. It also
acts as an anti-inflammatory agent, helping to calm and soothe irritated skin.
What are the ingredients in Mineral Makeup? TITANIUM DIOXIDE. This is a
naturally occurring white mineral that is a fantastic sunscreen. It is the
second most highly reflective mineral. (the first is DIAMOND) Therefore it not
only acts a physical sunscreen but also helps minimise the appearance of fine
lines and wrinkles. ZINC OXIDE This is again a natural sunscreen giving you a
broad spectrum UVA/UVB protection. But more than that it is also used for its
wide range of colours. This mineral allows foundations to be different shades,
and is also used in Eye shadows and Blushes. IRON OXIDE This is a very opaque
pigment again used for colouring cosmetics. KAOLIN CLAY Used for it's oil
absorbing qualities. DIMETHICONE Made from silica that is a combination of
minerals but largely comprised of quartz. Dimethicone aids spreading, is
transfer resistant and imparts a remarkable smoothness and creaminess to the
overall product. It also improves coverage without adding heaviness. It is
non-comedogenic and highly water repellent. MICA Is found in nature in a variety
of colours and can be used to add shine and sparkle to cosmetics. How does it
differ from regular makeup? Mineral Makeup is generally applied with a brush or
sponge in a downward motion on a clean, moisturised skin. If you have very dry
skin, the foundation at first can appear a little powdery but all you have to do
is gently mist your face with water and all powderiness vanishes. For oily skins
the foundation contains natural oil absorbing ingredients, therefore you will
find the foundation nice and matte all through the day. Regardless of your skin
type, the foundation will give you a very natural, fresh appearance all day
long. The makeup is also water resistant, meaning it will not run or smudge in
humid weather or throughout your workout or if you get caught in the rain. All
you have to do is pat the water or perspiration off your face, instead of
rubbing it off. Having said that, the makeup is not difficult to remove. Not
containing any waxes or oils all you have to do is use your regular, favourite
makeup remover. Over all, Mineral Makeup is worth buzzing about. It is truly a
major breakthrough in cosmetic skin care. Once you have tried and perfected the
use of Mineral Makeup you will not want to go back to your old foundations.
There are several great companies that specialise in Mineral Makeup. Check them
out for yourself. About the Author Livia Mercer is the creator of The Beauty
Review. A FREE monthly online magazine for women who love beauty and cosmetics
and want REAL product reviews by REAL women. For a free, subscription, visit:
The Beauty Review Online Magazine. REAL Product Reviews by REAL Women. Subscribe
NOW...it's FREE! (Valued at $87.00 per year)
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