As we all try to squeeze the last drops of sunshine out of our summers, it can be easy to lose sight of the critical months that lie ahead. While we here at CSM are all about living in the moment (we’ve had our fair share of popsicles and pool time in the last few months) we feel it’s important to remember that the fourth quarter will be here faster than you can say “CANNONBALL!”
Planning ahead for the fourth quarter is ALWAYS critical
Consumers spend more during this time of year than any other, making it crucial that you have a solid marketing strategy in place well in advance of the holidays. But this year, with an election in November, the importance of planning ahead is especially important. Elections can greatly influence consumer behavior and they can also impact the availability and cost of both traditional and digital media. Placing your media buys early can help ensure that you get the best price and the best placements for your marketing message.
But favorable pricing and well-placed spots are only part of a winning strategy. Now is the time to refine your value proposition and make sure you are communicating it in a creative way that will connect with consumers. What sets you apart? Are you clearly communicating the benefits and unique selling points of your brand to your target audience? Could your visuals be more engaging? Could your copy be more persuasive? Are you consistently branding across all channels so that every ad placement builds name recognition and recall?
Don’t let poor planning cause you to miss this opportunity
As the election gets closer, consumers are more and more likely to be “tuned in” to ALL media sources. And many brands will be vying for that attention this 4th quarter. It’s a great opportunity to get your message out in front of a larger audience than usual. But when the airwaves are this crowded, the competition is fierce. Messages that are stale and creative that doesn’t immediately inspire will be drowned out and precious marketing dollars will be wasted.
To quote one of our favorite presidents, Abraham Lincoln…
“Give me six hours to cut down a tree and I will spend the first four sharpening the ax.” No matter your fourth quarter focus—maximizing sales and revenue, building brand awareness, or generating leads and conversions, the time to prepare is now and Central States Marketing is here to help you sharpen the ax!
