Fourth Quarter Marketing in a Pandemic

We’ve made it to fall and the pandemic rages on. Your business has adapted and now it’s time to start fourth quarter marketing, and a look into 2021.

1. Look at the numbers. I know it’s hard, and it’s not pretty, but take a look at where you are so you are clear on your goals for the last three months of this year.
2. Your business has changed. What have you learned? What is working? What isn’t? Decide what other changes you need to make before the start of the new year.
3. What will you spend to support the marketing and communications of your business. 5% of your operating budget is the absolute minimum. 15% is recommended.
4. Appreciate your customers. The people who stuck with you through this difficult time should hear from you. It’s not too early to make your holiday list and a plan for gifts and cards. Read how to note the holidays professionally.
5. Ask your staff and customers what THEY would like to see from you next year. Their answers may be surprising.

— Marijean