Why Year-Round Marketing is Important: 5 Reasons You Can't Ignore
Marketing only sometimes doesn't work
It's no secret that marketing is an essential part of any successful business strategy. However, with the lazy days of summer, many businesses tend to slow down or, worse yet, stop marketing altogether. The rationale is often: "Everyone is one vacation," or "No one makes decisions over the summer." But to maintain success, consistency is key. If you stop interacting at the same level with your customers (and potential customers), you make yourself vulnerable.
Here are five reasons why marketing is essential year-round:
- It helps you stay ahead of the competition. If you're only marketing during specific times of the year or just before a big event or promotion, your competitors will fill the void and start to build relationships with your customers. By keeping your marketing efforts consistent, you help ensure that you're consistently reinforcing your value in the marketplace.
- It keeps you top of mind. If you market sporadically, customers are likely to forget about you when they need your product or service. Building on the competition point above, you do not want to be the company that customers think of last when they need your product or service. Don't lose out on the investment you've already made in hard-earned brand awareness and recall!
- Steady revenue streams. Many businesses see a lull in sales during certain times of the year. Running marketing campaigns during these slow periods can help boost sales and keep your business afloat.
- Inflation check. When marketing is consistent, you have more opportunities to reach new customers and grow your business. Depending on your variable versus fixed cost ratio, this increased growth can help offset any potential inflationary pressures, maintaining profitability and keeping prices reasonable for your existing customer base.
- Brand identity. An ongoing, multi-channel marketing presence helps strengthen brand connections and advocacy, customer loyalty, and the likelihood of responding to calls to action. Remind customers and prospects about how your business uniquely meets their needs!
At Jade, we focus on 12-month calendars for our clients. If your business is seasonal, we flex with your budget to keep you in front of your target audience as much as possible. Contact us to learn more about how we can help you develop a marketing strategy that works for your business.

