By Monica Sims, iContact Senior Marketing Manager
I, for one, like to be ahead of the game. I’m a planner. I like to have vacations scheduled, parties planned, dates written down. I’m not planning the next vacation while I’m still on the current one, but I do like to have an organized calendar. However, I get the feeling that is going to change dramatically this summer when we have our first child. But in the meantime, I can keep up my planning and enjoy this time of schedules that are kept.
This bodes well for my job, since it is helpful to plan ahead when you’re in marketing. You need to know what’s the next event, what’s coming up that we can use to market in a different way to our customers. Some things I like to plan around as a marketer:
Calendar holidays (Valentine’s Day, Christmas, Fourth of July, etc.)
Time changes (spring forward, fall back)
Season changes (spring cleaning, summer vacation, back to school)
I have a calendar that notes when all of these things happen and when I should start promoting them. It’s an easy way to not forget what’s coming up. I see other marketers do it as well. And note when they start their promotion of the next holiday. Sometimes they are one step ahead of me and give me good ideas on what to do, and sometimes they flub up. This example is a flub, in my opinion.
Note the date on this email. February 15. The flowers hadn’t even wilted yet, chocolates were still in their box (most of them) and King Arthur Flour (KAF) was promoting a holiday that was still over a month away. Now, I love KAF, their emails are aesthetically pleasing, their blog posts can be funny, and I love to bake so I tend to open their emails. But this was jumping ahead a bit too much, even a planner like myself can attest to that.
Perhaps they should have waited a week or maybe even more. I just don’t see the rush in getting a St. Patrick’s Day email out the day after Valentine’s Day. If they had mentioned something in their email about the fact that you have to order that week in order to have the essentials in time for St. Patty’s Day, that’s another thing, but that’s not part of the message.
So as a marketer, I say it’s great to be a planner and be on top of the next holiday or special event, but that doesn’t mean that you jump on it as soon as one holiday is over. I see this too much in the stores, and I’m sure you have too. Decorating for Christmas when it’s not even Halloween; Valentine’s Day cards out the day after Christmas. But just because we see it in the stores doesn’t mean it also has to show up in our inboxes.