So the kiddies are back to school and Halloween which is the second biggest holiday as far as retail sales are concerned is just around the corner but for an advertising rep regardless of what media you work for the Holiday season starts now. Selling a monthly direct mail product like I do I am always a month ahead so for me it is already October. For most reps in my industry they just sell for today. What I mean by this is picking up ads for next week’s paper, selling 50 more radio spots, locking their client down for another 20,000 impressions for this month’s renewal on their online campaign you get the idea. The Christmas holiday season requires proper planning if you are going to find success so you need to be thinking at least 3 months ahead. What most media reps will do is hit the street in November or even December and start selling their holiday promos such as special sections, holiday greetings, Boxing Day promos the list goes on and on. This is after all the busiest time of the year for the retail industry so you want to grab every penny you can especially since we all know what happens in the first quarter which begins in January. In order to get your fair share before the competition does you need to hit the ground running in the first part of September which is right now. The timing is perfect, the dreadful July and August in terms of sales has come to an end business is picking up and virtually all retailers and business owners know the cash flow is going to increase significantly. This is the perfect time to go out and get it. Top advertising managers who have known this for years start this process in the summer (July) when things are slow and brainstorm product ideas, prospect lists, deadlines, rate cards etc. So once September hits they have their plan in place all they need to do is execute. While their reps are on the streets selling their holiday advertising most other managers are just starting to think about Christmas with the plan of having their attack ready for the streets in November. Well I am sorry to say the big advertising dollars are already spoken for and all you are going to get are the scraps such as holiday greetings.
As an advertising rep you want to get a significant chunk of holiday budgets not the leftovers. How many times in November do you hear “this is a great idea but my Christmas advertising dollars are already spent”? Get out on the streets this week and start presenting your holiday promotions to your top customers with the largest budgets so you can beat the competition to the punch. And If you are a business owner and haven’t started thinking about your holiday advertising you are about to as I will be knocking on your door this week.