Timing is everything when it comes to marketing and the tendency is to pull out all the stops in tough times. But what happens when business is at a peak? Do you stop marketing because you are too busy? 



Any business cycle ebbs and flows and with it revenue lulls and peaks. When does marketing matter the most? Answers to this question differ from one marketing guru to the next, but what it all comes down to is that you can’t change the public’s reasons for not buying. 

If you’re in the same consumer business for a while you realise that these lulls and peaks seem to occur at the same times each year. If you are aware of your business cycles you won’t get caught in the dark when it matters most. 

What we have gathered, over the years, is that the best time to market your business is when revenue peaks. Why? Because that’s when people are interested and willing to spend money. The public is ready to buy when they’re ready to buy; it’s as simple as that. 

The retail environment undergoes changes in buyer behaviour cycles and each cycle includes smaller cycles. The busiest times of year is cut down to the busiest times of the month which is then again cut down to the busiest times of the day. If you try to promote during quiet times you won’t get noticed and as such you’ll be wasting money and time. 

When you market in busy times you attract a new client base, while marketing in tough times only relates to your existing client base. A client base should keep growing to avoid attrition and the best way to do this is to market when people are attentive. 

Tips

• You should constantly be working on implementing your marketing strategy so as to be fully equipped during peaks.
• Don’t wait until the peak to start planning; marketing takes time so you should be ready.
• Your marketing should be focused to receive maximum benefits during peaks.
• Marketing in quiet times can be a waste of money because no one feels like spending.

Marketing in busy times lead to stronger relationships with existing clients as well as relationships with potential clients. 
When you’re too busy to think about marketing, there’s one thing you should be doing; marketing. Just because you have clients lining up to buy your product or service doesn’t mean that you can’t do with more business - and marketing is the most effective way to gain more business (if planned strategically). Some activities, such as your content marketing, are on going, regardless of the business cycle you find yourself in. Remember, busy season is busy for a reason but you still need to appeal to the right people. 


Sound Idea Digital is a complete digital marketing agency. For more information, contact 012 66 44 227 or email to info@soundidea.co.za

Carina Claassens is a Writer for Sound Idea Digital l carina@soundidea.co.za l @SoundIdea | Sound Idea Digital l www.soundidea.co.za