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Why Q4 Promotion is Critical to Your Bottom Line - 9/2/2014 -

Why Q4 Promotion is Critical to Your Bottom Line      
Friedman

For associations hoping to maximize sales in the months ahead, it's smart to plan publicity and promotions to keep your brand in front of potential customers from now through the holidays.

By Marsha Friedman

It's important for publishers to get a running start planning for the all-important Q4 for a number of reasons. For one, it's your last opportunity to hit sales and revenue goals for the year. It's also the last opportunity to take advantage of tax-saving spending strategies and to ensure budgets are spent down before 2015 budgets are proposed. And, speaking of the year ahead, the fourth quarter is a good time to analyze what worked and what didn't this year as you start planning for the one to come. Whew!

For associations hoping to maximize sales in the months ahead, it's smart to plan publicity and promotions to keep your brand in front of potential customers from now through the holidays. Here are just a few ways Q4 publicity can help your association's media products during planning season:

  • It ensures you have maximum visibility during the busiest time of the year.Messaging from companies gets particularly noisy during the fourth quarter as organizations jockey to boost their visibility. Rely heavily on advertising your media offerings, but remember, that's only one component of a complete marketing campaign. Other components include getting publicity, doing speaking engagements, networking on social media, and sponsoring events. If your competitors are doing just one or two of these outreaches, you gain a visibility advantage by employing multiple strategies.
  • It builds trust in your brand, association, and product.One of the greatest benefits of publicity is that it establishes your credibility. This is especially important today, with buyers who are more sophisticated than ever and have the tools to research organizations, products, and services before they buy. Try to get your association quoted in as many media outlets as possible in Q4. Who will your potential customers advertise with? The association that's been quoted in Forbes or Fortune, or the one that has gotten no media?
  • It highlights your organization's mission and values, which may be very important to advertisers.Advertisers are sophisticated and increasingly selective about whom they choose to do business with. Find a variety of ways to tell your association's story.

The fourth quarter is a busy one for most companies. If you have seasonal promotion ideas or angles that relate to your association and highlight your knowledge and expertise, now's the time to put those together. Q4 publicity and promotions are important if you want to capture leftover budget dollars and maximize your selling power during planning season.

Marsha Friedman is the founder of pay-for-performance public relations firm EMS Incorporated.


 

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