Follow Bill Linkedin Twitter Facebook
Email Bill Email
Marketing & Sales
Jul 22, 2019

Planning Your Marketing for Seasonality

Sponsored Content provided by Bill Hunter - President & Creative Director, Wilmington Design Company

Almost every industry is affected by seasonality trends. Some parts of the year are busier than others, and this ends up playing a role in your workloads. If you’ve been involved in your business vertical long enough, you’re sure to know when the busy times are, and therefore you plan ahead for it. Resources are scheduled and planned accordingly to be ready for the wave. For accountants, it’s tax season. For retail, it’s the holidays. For the housing market, it’s the spring and fall .

Whatever time of year you classify as your busy season, this is the time to capitalize and make your buck for the year. To maximize your potential during this year’s peak, you’ll want to make sure your plan includes how you spend your marketing dollars and how to incorporate a ‘prep’ and awareness period to build momentum. Just like you adjust your on-hand resources to handle the influx of customers, inquiries, and transactions, you’ll want to flex how you spend your money with your advertising so you get the most out of every dollar spent.

The best way to explain this is to look at an example.

In the real estate industry, it’s pretty well known that the market gets hot during the early spring, then peaks in mid-summer and slowly tapers off towards the end of the year. Realtors would want to consider advertising in FEB/MAR in anticipation of the marketing picking up in April. The National Association of Realtors releases numbers each month on the number of homes sold. If you compile the data, it looks something like this.



https://www.nar.realtor/research-and-statistics/housing-statistics/existing-home-sales


You can do this for your business too! If you've been in business for a few years, consider looking at your sales data over the last 3 - 5 years. You can calculate what to expect each month by dividing each month’s sales numbers by the yearly total to get your monthly percentage. Once you have your estimated sales volume by month, you can take these numbers and properly plan out your marketing budget.

Traditional thinking would have you split your marketing budget evenly for the year. Let’s say you have $12,000 to spend on marketing for the year. $12,000 divided by 12 months means you have $1,000 to spend each month (8.3 percent of your budget each month).


Since not as many people are buying and selling houses in January, you might consider moving some budget and use your savings to build momentum in advance of the busier months when the demand starts to increase. For the real estate market example, your budget will look something like this:

 

So you could think about spending less of your budget in January and transition that money in anticipation of increasing sales to May, April, May when demand is likely to ramp up. This is spending your budget more efficiently since it’s more likely to push your advertising onto people during periods of time they are more likely to consider your product or service.

What you will find is that your advertising will become more effective. You’ll get higher engagement and an increased ROI for what you put into your ads because you’ll be better allocating your marketing dollars.

If you’re really good at tracking your lead and revenue sources, you can even take things a step further and apply this same mathematical logic to decide what channels to advertise on. For example, if 35 percent of your leads come from Facebook advertising, it would probably make sense to invest 35 percent of your marketing budget each month into Facebook.

We know that there are a lot of factors to consider when developing an overall advertising strategy. Budget can play a big role in the effectiveness of your advertising. If you’re looking for help on building out a game plan, let us know. We are here for you.

At WDC, we believe honest business and innovative design go hand-in-hand. Our talented team of designers, marketers, and developers are as diverse as their work. We offer a range of services from creative web design and development to digital marketing strategies and branding solutions tailored specifically to your business. Contact Bill at [email protected] or visit www.wilmingtondesignco.com.

Other Posts from Bill Hunter

Wdc 300x250 growyourbusiness
Ico insights

INSIGHTS

SPONSORS' CONTENT
Mike stonestreet 300x300

When And How To Make Changes To Your Association's Governing Documents

Mike Stonestreet - CAMS (Community Association Management Services)
Sherrip2019 insights profile

That’s Who We Are

Sherri Pridgen - Cape Fear REALTORS®
Hardy revised

The Future Of Health Care: Administration

Charles Hardy - UNCW College of Health and Human Services

Trending News

In Downtown Wilmington, Dupont Circle Restaurant To Open 2nd Location

Cece Nunn - Dec 3, 2019

At Mayfaire, Brunch About To Be Served

Jessica Maurer - Dec 4, 2019

Real Estate Firm Opens Office At Mayfaire Town Center

Cece Nunn - Dec 4, 2019

Economist Highlights Regional Growth, Opportunities At Annual Wilmington Scorecard

Christina Haley O'Neal - Dec 3, 2019

At ILM, Airlines Report Big Boost In Holiday Passengers

Cece Nunn and Christina Haley O'Neal - Dec 2, 2019

In The Current Issue

Navassa Driven Closer To Major Growth

About 2,100 people live in Navassa, but officials and developers expect that number to grow by the thousands in the next 20 years....


Info Junkie: Adam Hooks

Adam Hooks, CEO of EMS LINQ, shares his top info and tech picks....


Habitat Chief Leads The Way Home

Steve Spain has spent much of his professional life combating homelessness. Heading into his seventh year as executive director of Cape Fear...

Book On Business

The 2019 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.

Order Your Copy Today!


Galleries

Videos

2019 Health Care Heroes
August 26, 2019 Power Breakfast: A Healthy Sale?
2019 WILMA Leadership Accelerator
2019 WilmingtonBiz Expo Keynote Lunch - CEO, nCino, Pierre Naude`