Is your company?s marketing ready for Fall opportunities? If you plan to make a big splash about an early Fall event or promotion, remember that it requires four to six weeks advance notice at the least to prepare marketing materials without incurring rush charges. Even if you are expecting big things from the winter holiday season, the time to start the marketing machine is when the kids go back to school!

Why is Fall such a great marketing opportunity? Think of it as a side effect of the traditional business cycle.

End of year budgets?Some managers are cautious during the first half of the year, hoarding their budget. Then during the second half, they realize that year-end budget planning and deliverables are coming up, and the purse strings loosen to get key projects completed on time. This is especially true for companies with a ?use-it-or-lose-it? budget approach, where managers have an incentive to spend down before the end of the year.

Ramp up for the holidays?It is a wonderful thing for business that so much of the world celebrates a holiday of some kind during the last few months of the year. Between October and January, almost everyone has a reason to buy gifts, stock up on special groceries and entertain. If your business sells gift items, food, entertainment services or home d?cor, this is the season to make sure everyone knows about you! You?ll need some extra marketing savvy to cut through the clutter.

New year budgets?Managers who ran out of discretionary budget before the end of the fiscal year just ending may be counting the days until the new year?s budget starts and they can buy what they need. Make sure your business is top of mind by getting your message out early, before the holiday clutter. September and October are not too early for managers who are budgeting purchases for January.

End of year panic?Fall can be a moment of reckoning for managers who realize that there is more project left than there is calendar to complete it in. That can lead to forced spending on extra resources, productivity-enhancing tools and outsourcing to meet year-end deadlines. If your company can help with the last quarter crunch, start getting the message out in September!

Back from the beach?Some companies take a break over the summer. They put projects on hold, and set few deadlines. Then, as soon as school reopens, managers are back at their desks and everyone is recharged and ready to get down to business. That can include making decisions about purchases that have been deferred over the vacation months. Early Fall is the perfect time to follow up on proposals and close those deals with fresh sales materials or customized direct mail pieces.

Get ahead of your competition by revving up your marketing engines in September. Use the pressure of the business cycle to your advantage, and market your goods and services relentlessly as the year counts down. By helping your clients have a successful year-end, you?ll also be doing your own bottom line a favor.

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