Christmas shopping, and therefore Christmas advertising, is quickly approaching. Is it too late to have a tv or online advertisement created for you business? Not at all. In fact, if you are seasonal company that puts up lots of decorations and rearranges your story, you may need to wait till those are up anyway.
That is, unless you schedule.
"planning and filming a year out is well worth your time if it allows you to utilize that advertisement for a longer stretch of the season it targets."
I work with a lot of small businesses and many do not have a full time employee doing their marketing let alone a creative team. That means many things have to get done as they can. Efficiency is the number one reason to schedule larger marketing initiatives throughout the year.
Quarter 1 - 30 sec Tv Spot & online content marketing
Quarter 2 - Social media engagement pieces x 5 and BACK TO SCHOOL SALE
Quarter 3 - Fall sale
Quarter 4 - Christmas Advertisement for the following year.
Quick quiz, when are the majority of commercials shot in Florida?
If you said Dec-Feb, gold star for you!
Why are the winter months so busy for The Sunshine State? Simple, that's one of the few places in the country that you can still comfortably wear shorts and find some green grass.
Quality content is (usually) well planned content. Consider your target audience, motivation, distribution and conversion, but also TIMING. When do you need to start this project so that it will be ready for the perfect timing?
Many times summer advertisements are shot in the winter so they are ready to run as soon as the first day of spring arrives. Mother Nature rarely cooperates as well as we hope she would & by the time people are in the mood to get outside and start enjoying the nice weather it may be too late for you to have a video produced and distributed as effectively as it could.
In summation: planning and filming a year out is well worth your time if it allows you to utilize that advertisement for a longer stretch of the season it targets. With a little forethought and some planning you can have a well prepared marketing push ready to go at the perfect time.
Seth Wingate - is a videographer, editor and owner of Twin City Media