When to Advertise ?

Timing can have a strong effect in the results of your marketing communications. It is tempting to advertise during sales slumps and off-season in order to make your budget numbers. But to get the highest return on your investment, advertise when your customers are considering a purchase or making a purchase.


Great Times to Advertise:

• Just before or during your peak buying season.
• During a recession.
• For a relevant holiday (e.g. candy before Valentine's Day and Easter, barbeque grills before July 4)
• When your customer comes into money (e.g. payday, end of fiscal year)
• At a trade show.
• When your competitors don't have a competitive product.
• When weather triggers sales (e.g. windshield wipers during the rainy season, swimsuits during the first warm summer days)
• When a competitor stumbles, goes out of business, raises its price or fees or changes its name.
• When there is extensive news coverage about a problem your product prevents or reduces (e.g. insecticide during a weevil infestation, safe investments during a Wall Street meltdown)

Bed Times to Advertise:

• When there is a problem with your product or service.
• When demand slumps (off-season).
• When a competitor is significantly outspending you in media (you're morelikely to get drowned out)
• When you are getting a lot of negative publicity that calls into question the honesty of your message or company or makes your promise seem false.