How do I prepare for the Golden Quarter?By James Barnes, October 8th 2018
“By failing to prepare, you are preparing to fail.”
We're sure you will have come across this quote from Benjamin Franklin before, and rightly so. It's definitely something that should be thought about frequently and it's very relevant for the Golden Quarter. But preparing for the Golden Quarter can be difficult, that's why we've put together this blog for you.
First thing's first…
Beginning a plan is the hardest thing, but we've got you covered. You need to decide which events you're going to take part in during the Golden Quarter. There are a lot of events which you could participate in, but taking part in them all is unrealistic.
You should focus your efforts on a few of the events and make them as successful as possible. Some of the events you could consider are Halloween, Black Friday and Cyber Monday but make sure you carry out your own research too. You may find other events which are more relevant for your company and products.
Start as you mean to go on
Now you've decided on the events you're going to take part in, you can now put them into a plan. Putting them into a plan will help you get (and stay) organised during the Golden Quarter period.
We know that everybody organises their workloads differently, but here at Despatch Bay we think the easiest way to create and maintain this organisation is to create a calendar-style document. This can either be online or on paper, whichever you prefer.
If you were to use a calendar, you could plot out when you were going to start preparing your marketing activities, e.g. creating Facebook Advert images, reminders to change your website banners, the dates you're running your marketing activities and the dates of the event you're participating in.
However if calendars aren't quite your thing, there are plenty of other ways you can manage your workload, Trello is just one example.
Don't bite off more than you can chew
Without a small army of staff, it's impossible for you to utilise every marketing channel and activity. Why? Well…
- There are only 24 hours in a day.
- Every company experiences different success rates per marketing activity.
It'd be a bit silly for you to use marketing activities that don't work for you but do for other companies. What would be the point? If you know which marketing activities work for you, stick with these during the Golden Quarter – if it ain't broke, don't fix it.
If you haven't tried paid advertising and would like to, try testing this out prior to the Golden Quarter. This way you have time to learn how it works and review the performance so you'll know if its worth using or not.
Popular marketing activities include:
- Social media advertising
- Google Ads
It's here, it's here, it's here!
When the event you're taking part in arrives, you'll be as prepared as can be thanks to your handy plan. There will only be a few last minute tasks for you to do when it comes to promotion. But remember, keep an eye on the results of the promotions. A benefit of digital marketing is that you're able to edit your campaigns as they're running to ensure you get the best possible results.
Once the Golden Quarter is done, don't forget to review the performance of the event you've participated in. You'll know if your efforts were worthwhile with the number of sales you've made, and it'll also give you the knowledge to improve future results of any campaigns you run again.
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