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Achieve Perfectly Timed Marketing Campaigns

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Author: Kaitlyn Miller

If you want marketing campaigns that quickly get media attention, do what hard core publicity insiders do – they generate coverage according to the highs and lows of the seasons.

If you want marketing campaigns that quickly get media attention, do what hard core publicity insiders do – they generate coverage according to the highs and lows of the seasons. This way, you are able to get the public eye for your business throughout the whole year, while keeping abreast of what’s in or out from the start of the year till the last quarter. Season 1 – January to March The media is interested in looking ahead for the first quarter of the year. This is the time of making New Year resolutions and new decisions. That is why this is the best time of the year to pitch stories from your marketing campaign that predict the year ahead for your business. One way to do this is to engage in brochure or flyer printing services to elicit fast propagation to your market. If you have provocative and controversial stories in your industry, this would be the perfect time to send them out to the public. The media would love to have them. In addition, stories that are focused on getting everything in order (i.e. your taxes, company organization, etc.) would be bestsellers this time of the year. It would also be great if you have a business story that coincides with key events during the first quarter. Events such as the Super Bowl, The Academy Awards, and Easter would get media coverage from January to March. Season 2 – April to June From April till June, this is the “anything goes” time of the year for the media. This is the best time to pitch stories that have everyday topics. In April, you can try some feature stories that have lighter tones. Spring fever would be a good one to use. Good old business features, introduction of new products, and fun stories would get more media coverage. In May to June, the summer heat is on so the media would be looking for stories that deal with summer vacation, outdoor sports and toys, leisure activities, kids’ fun, etc. The media as well as your target audience would like to see your postcard direct mailing campaigns, for example, to jive with events like the Memorial Day, baseball opening, and tax day. Season 3 – July to September For most PR companies, this is the time of the year that they get a break from work. This is also the time for budget conservation because of the approaching holidays next season. Hence, the media is open to all sorts of things during the quiet period. This is the right time for you to be more creative and imaginative. Fill your stories with entertainment themes and topics. Anything that has to do with celebrities, new products, trend pieces, technology – anything under the sun – would be appreciated by reporters. Key in on events such as the 4th of July, summer blockbusters, end-of-summer activities, as well as the back-to-school theme. Last Season – October to December This is the busiest time for the media industry as well as the “crunch time”. For business people, hard news is the best news. If you want to get media coverage, pitch stories that have serious business written all over, i.e. state of the economy, market condition, sales highs and lows, and so on. On the lifestyle side, the Holidays are the best bets for stories- Thanksgiving turkey, Christmas shopping, Christmas gifts, etc. The “best” and “worst” of the year would also be wonderful pieces to develop. The key here is to be creative. The media would cover whatever you pitch them if you let your imagination do the work for your marketing campaign.

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