Since everything seems to be happening earlier and earlier…stores
opening on Thanksgiving evening now, I figured I’d get the traditional “Leftovers”
blog out early as well.
Of course, I am talking about your marketing budget leftovers…those
leftover dollars you’ll lose if you don't spend
them by year-end. Here are some thoughts about consuming these
"leftovers."
1. Don't do anything until you know you have authority to spend
those dollars, even if you have budget. Organizational profitability requirements
may prevent you from spending those dollars.
2. Don't spend just for the sake of spending. Figure out
strategically how your money can be best spent. If you can't think of anything,
don't spend the money.
3. Here are just a few things you can do:
a. Get
all your online efforts for next year in line. Finalize your Website. Optimize
it. Get your social media programs going. Get any videos done.
b.
Instead of mailing your direct mail campaign just after Jan. 1, mail it just
before Jan. 1 to expense the postage. But don't mail it too soon - you'll
want it to hit after the first of the year.
And yes, direct mail still works.
c. Have
any miscellaneous writing projects initiated in December.
d. Begin
the process of initiating a market research project in December, and see how
much of it you can pay for up front.
e. Prepay
planned 2012 advertising
expenditures. You might even be able to get a discount.
f. Talk to
other providers about paying them in December with 2012 money, even if your
schedule doesn't permit them to start working on a project
until after the first of the year.
4. If you are a B2B company, try using this strategy with your
clients. Have them commit to spend IT money, buy office supplies, whatever. It works.
What other ideas do you have? Let
me know.
And most importantly, have a safe and happy Thanksgiving weekend.
