Slide 1

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 2

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 3

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 4

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 5

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 6

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 7

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 8

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 9

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 10

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 11

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 12

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 13

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 14

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 15

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 16

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 17

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 18

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 19

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 20

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 21

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 22

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 23

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 24

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 25

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 26

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27


Slide 27

Proactive Marketing Strategies
Event & Seasonal Marketing
Opportunities For Promotional Products
Presented by:
Joel D. Schaffer, MAS
CEO Soundline LLC

Objective:
To integrate calendarcentric marketing ideas into your
annual sales plan.

Or
Deliver one fresh new money making idea.

1

ARMER
• Appreciation
• Recognition
• Motivation
• Education
• Reinforcement
The five fundamental areas in which you serve a client.
You affect the relationship between the business entity and their
two key assets; employees and customers.

2

Marketing Consultant
How do we see our role in terms of being a consultant?
• Reactive

• Proactive

3

Opportunistic Price Marketing
Presenting and selling promotions or promotional products based
upon a special price condition such as a close-out, price
reduction or other value.
• Is it a real opportunity within our business?
• Is it a real opportunity as related to calendarcentric market planning?

Opportunistic Event Marketing
Applying and calendar specific theme or event to a promotional
campaign.

4

Doing The Math
• 365 Days in a year – 366 Days in a leap year
–
–
–
–
–
–

365 retail days in a year
365 internet days in a year
12 months in a year
52 weeks in a year
260 traditional business days in a year (less holidays)
One employee
• Birthday in a year
• Service anniversary in a year
– Four quarters in a year
– Four seasons in a year

5

Seasonal Selling
Calendar quarters have bearing on annual purchasing
and planning.
Winter
Summer Facilities
Gardening
Home Improvement
Large Calendar Sales
Golf
Camps

Spring
Back To School
Fund Raiser
Summer Appael
Real Estate
Big Xmas Orders

Summer
Fall Apparel
Early Holiday
Halloween
Election

Fall
Spring Apparel
Paint
Co-op Dollars
Awards
Recognition
Premium Plans
Safety Incentives
Holiday Gifts
Paty Supplies
Direct Mail
Trade Show

A Marketing Plan: What are the best practices to help
instigate business in these market areas?

6

Self Promotion

What works?
How Do You Budget ?
How Do You Get It Done ?

Self Promotion
•
•
•

100 Names in the pipeline
Fluid list
Regular contact program
– Mail
– Phone
– Knock on door

•
•

Lumpy Mail
Show Your Creativity

•
•
•
•
•
•
•
•
•

Referrals
Newspaper clipping
Christmas cards
Network
Public speaking
Chamber
Shows
Phone canvas
Receptionist informant

8

Holidays & Regular Events
JANUARY
PGA Gold Tour
Bowl Season
New Years Day -- January 1
MLK Jr Day -- 3rd Monday in January
Inauguration Day -- January 20 (Every 4 years)
Chinese New Year
Groundhog Day -- February 2
Valentines Day -- February 14
Presidents Day -- 3rd Monday in February
Academy Awards - February
Ides Of March
St. Patricks Day -- March 17
Good Friday -- 2 days before Easter
Easter Sunday -- March or April
April Fools Day -- April 1
Income Tax Due
Baseball Season
Earth Day -- April 22
Final Four
Good Friday -- 2 days before Easter
NBA & NHL Playoffs
May Day -- May 1
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May
May Day -- May 1
Graduation Season opens
Prom season opens
Cinco de Mayo -- May 5
Mothers Day -- 2nd Sunday in May
Memorial Day -- Last Monday in May

JUNE
Flag Day
Arbor Day
Olympic Games
Independence Day
College Football
Professional Football
Labor Day - First Monday of Sept
NBA Opens
NHL Opens
Canadian Thanksgiving
Columbus Day -- 2nd Monday in October
Oktoberfest
Halloween -- October 31
Election Day
Veterans Day -- November 11
Thanksgiving -- 4th Thursday in November
Christmas -- December 25
New Years Eve -- December 31

9

JANUARY
The year opens with retail dog days and mega white sales. Mail order has its largest single
month for catalog drops. Appreciation season begins as do fiscal year spending budgets

Appreciation
THANK-YOUR-CUSTOMERS
GET TO KNOW YOUR CUSTOMER
CUSTOMER SERVICE
DISC JOCKEY
SQUIRREL APPRECIATION
MEDICAL GROUP PRACTICE
NURSE ANESTHETISTS

Health Care
GLAUCOMA AWARENESS
CERVICAL CANCER SCREENING
FAMILY FIT LIFESTYLE
LIFE BALANCE
LOSE WEIGHT/FEEL GREAT
DIET RESOLUTION

Corporate
Safety
CREATIVITY
PERSONAL SELF-DEFENSE AWARENESS
NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION
SILENT RECORD
HOME OFFICE SAFETY AND SECURITY
CLEAN UP YOUR COMPUTER
GET ORGANIZED
CLEAN-OFF-YOUR-DESK

Silly
SPEAK UP AND SUCCEED
BELLY LAUGH
COMPLIMENT
FUN AT WORK
FREETHINKER'S
NEW YEAR'S RESOLUTIONS
TRIVIA
THANK GOD IT'S MON!
SHOW AND TELL AT WORK
TAKE BACK YOUR TIME
HUGGING ™
HUNT FOR HAPPINESS

Retail
BOOK BLITZ
COFFEE GOURMET
HOT TEA
MAILORDER GARDENING
OATMEAL
HAPPY MEW YEAR FOR CATS
FINANCIAL WELLNESS
WEALTH MENTALITY
SKATING
CUT YOUR ENERGY COSTS
RETURNS
ORGANIZE YOUR HOME

Social Relevance
WOMEN'S SELF-EMPOWERMENT
QUALITY OF LIFE
CELEBRATION OF LIFE
LEARN SPANISH
MENTORING
PERSONAL TRAINER
WRITE TO CONGRESS
HUMANITARIAN
*RELIGIOUS FREEDOM
POVERTY IN AMERICA

10

GFebruaryG
February is a loaded month, with many National holidays and winter festivals. Now is the time
to create hospital accounts, or visit them, because February is Heart Month and Valentine’s
Day is a key event. Think hearts and think red.

Retail
BUBBLE GUM
BIRD FEEDING
INDEPENDENT REAL ESTATE BROKER
WEDDINGS
MAN
* CONSUMER PROTECTION
WEAR RED
SOLO DINERS EAT OUT
FLORAL DESIGN
PANCAKE
Appreciation
LIBRARY LOVERS'
COACHING
FREELANCE WRITERS APPRECIATION
ENGINEERS
PATIENT RECOGNITION

Social Relevance
BOOST SELF-ESTEEM
BLACK HISTORY
PARENT LEADERSHIP
SENIOR INDEPENDENCE
TIME MANAGEMENT
DUMP YOUR "SIGNIFICANT JERK"
RACE RELATIONS
HAVE-A-HEART
SELF-RENEWAL
YOUTH LEADERSHIP
Corporate
LEADERSHIP SUCCESS

Health Care
WOMEN'S HEART HEALTH
AMD/LOW VISION AWARENESS
*AMERICAN HEART
CHILDREN'S DENTAL HEALTH
PET DENTAL HEALTH
WISE HEALTH CARE CONSUMER
RELATIONSHIP WELLNESS
WOMEN'S HEART

Silly
HANDWRITING ANALYSIS
EXPECT SUCCESS
BACHELORS
INCONVENIENCE YOURSELF
SINGLE-TASKING
MY WAY
LEAP YEAR

Safety

11

K MARCH K
Spring brings a green revolution and a revitalization of every industry from vacation travel to
retail. The medical professions sees a wave of recognition days.
Health Care
LISTENING AWARENESS
CAFFEINE AWARENESS
CHRONIC FATIGUE SYNDROME AWARENESS
COLORECTAL CANCER AWARENESS
EYE DONOR
MULTIPLE SCLEROSIS EDUCATION AND AWARENESS
KIDNEY
NUTRITION ®
SLEEP AWARENESS

Corporate
ON-HOLD
ETHICS AWARENESS
SMALL PRESS
WRITE A LETTER OF APPRECIATION
COMPANIES THAT CARE
ORGANIZE YOUR HOME OFFICE

Social Relevance
AMERICAN RED CROSS
WOMEN'S HISTORY
STEROID ABUSE PREVENTION
WORLD OF PRAYER
GIRL SCOUT
GENEALOGY

Appreciation
PROFESSIONAL PET SITTERS
GHOSTWRITERS
SOCIAL WORK
MULTIPLE SCLEROSIS AWARENESS
BRAIN AWARENESS
SCHOOL BREAKFAST
MOM AND POP BUSINESS OWNERS
DOCTORS'
LEGAL ASSISTANTS
PROTOCOL OFFICERS

Silly
UMBRELLA
OPTIMISM
PROCRASTINATION
PANIC
WORKPLACE NAPPING
MARCH FORTH--DO SOMETHING
BE HEARD
COMMON COURTESY
CLEANING
GOOF-OFF
ACT HAPPY
ASK A QUESTION
Safety
POISON PREVENTION AWARENESS
WORKPLACE EYE HEALTH & SAFETY
SAVE YOUR VISION

Retail
PIG
PLAN A SOLO VACATION
FROZEN FOOD
COLLISION AWARENESS
CRAFT
SCRAPBOOKING INDUSTRY
CHEERLEADING
YO-YO CONVENTION
PUPPY
PASSION

12

T APRIL T
At last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home
improvement, spring breaks, income tax and financial messages. White sales and garden
sales spring to life. April is a lot about stress, appreciation and tax.
Retail
Customer Loyalty Month
Consumer Awareness

Social Relevance
Wildlife Week
Earth Day
Arbor Day

Appreciation
Customer Loyalty Month
Volunteer Week
Administrative professional Appreciation
Hairstylists
Auctioners Day

Silly
April Fool
Boomer Bonus Day
National Fun Day
Customer Loyalty Month
Jazz Appreciation omnth
Kite Month
Humor Month
No Housework
Licorice Day
Take A Wild Guess Day
That Sucks Day
Balh Blah Blah Day
Wear Pajamas To Work
High Five Day
Karaoke

Safety
Injury Prevention
Customer Loyalty Month
Women's eye Health Safety
Medication Safety
Drowsy Driver Awareness
Window Safety Week
Play ground Safety

Health Care
Cancer Control Month
Customer Loyalty Month
Donate Life Month
Occupational Therapy
Parkinson Awarensss
STD Awareness
Physical Wellness
Stress Awareness
Medication Safety
Alcohol Free Weekend
D.A.R.E Day
Volunteer Week
Personal Training
WOC Burse
Administrative professional

Corporate
Customer Loyalty Month
Workplace Conflict Awareness
Stress Awareness
Administrative professional
Take Kids To Work

13

V MAY V
May is the month of special months. The list is endless, but some pop out at us. It
opens with May Day and closes with Memorial Day. In between there’s a lot of
recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy
500 race. Have fun and send a pair of socks on “No Socks Day”.
Retail
Nat Moving Month
Egg Month
Wildflower Week

Social Relevance
May Day
Law Day
Clean Air
Presevation Mo.
Older American Mo
Teen Self Esteem
Day of Prayer
Day of Reason
Be Kind To Animals
Pet Week
Donate Day Wages To Charity
Race For The Cure
Family Month
Effectivness Week
Brothers Day

Corporate
Business Improvement
Roberts Rules
Bike To Work
Wordsmith
Effectiveness Week
Appreciation
School Principal
Stepmothers
Teacher
Nurses
Nightshift Workers
Third Shift Workers
Baby Sitter
Mothers
Work At Home Moms
Police
Meeting Planners
Recpetionists
Waitstaff Day
Teacher
Life Coach

Safety
Correct Posture Month
Good Car Keeping
Baby Sitter Safety
Safe Boasting
Health Care
Better Hearing & Speeh
Family Wellness
Fibromyalgia
Huntington;s Disease
Skin Cancer
Arthrisits
Hepatitis
Mental Health
Neurofiromatosis
Osteoporosis
Stroke Awarenensss
Womens helath Care
Nurses
Race For The Cure
Nursing Home week

Silly
Executive Coaching
Barbeque Month
Salsa Month
Smile Month
Eat Desert First
Gurm Out
Paranormal
Respect For Chickens
Hug week
Limerick Day
Pizza
Lost in the 50's
No Socks
No Diet Day
No Homework

14

` JUNE `
Simply the biggest month for weddings, proms and graduations. Families start
their summer road trips, kids are off to camp. House listings and sales explode
on the real estate market. Golf clubs open up north and 50 million people will play
the game this year. If you need a good idea for a special day or event listed at the
right, give us a call.
Retail
Diary
Candy
Rose
Corporate
Leave Early Day
Effective Communications Mo
Entrepreneurs Marketing Mo

Social Relevance
Flag Day
Mens'
Business Ettiquette
Baby Boomer Recognition
Silly
Juggling Day
Ball Oint Pen Patented
Celebration of The Senses
Handshake Day

Appreciation
Husband Caregiver
Fathers Day
Plumbing Pro
Heating & Cooling Pro
Safety
Safety
Student Safety
Safety
Prevent Eye Injuries

Health Care
Nursing Asst.
Cancer From Sun Mo
Prof Wellness Mo
Cancer Survivor's Day

15

HALFMAS

16

, JULY ,
It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a
perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and
barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers
crowd the roads and skies. The busiest vacation month of the year.

Retail
Second Half of Year
Nat Bikini Mo
Independent Retailers
Drive Thru Day

Corporate

Social Relevance
Cell Phone Courtesy
Family Reunion Mo
Black Family Mo
Culinary Arts
Children's Day
Cousins Day
Silly
Be Nice To NJ
I Forgot Day
Get Out Of The Dog House

Appreciation
Webmaster
Personal Chef

Health Care
Wheel Chair Beautification

Safety
Shark Awareness

17

3 AUGUST 3
A hot and sticky month. Back to school for colleges and kids in the south. Back-toschool buying and promotions take off as retail spending takes a boost. Fall clothing
begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL
camps open for business. Newspaper ads are at a low, but employment ads pick up late
August; company outings and picnics, amateur softball games and tournaments.

Social Relevance
Girl Friends Day
Happiness Happens
Fresh Breath Day
Get Ready For Kindergarten
Night Out
Happiness Happens
Best Friends
Women's Equality Day
Retail
Garage Sale Day
National Dog
Mail Order Cat Anniv

Silly
Don't Wait Celebrate
Paticularly Proposterous Packaging
Date To Create
Underware Day
Vinyl Record Day
Weird Contest Week
Elvis Remembered
Be An Angel Day
Corporate
Black Business Month
Inventor's Month
Aviation Week

Appreciation
Exhibitor Appreciation
Psychic
Professional Speakers
Thanks For All The Gifts

Health Care
Cataract Awareness
Relaxation Day

Safety
Cataract Awareness

18

A SEPTEMBER A
We made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get
down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are
doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s
open, autumn clothing sells. About 90 days ‘til Christmas
Retail
COLLEGE SAVINGS
COUPON
ORGANIC HARVEST
LABOR
LINE DANCE

Social Relevance
PLEASURE YOUR MATE
REUNION PLANNING
UPDATE YOUR RESUME
SUICIDE PREVENTION
SINGLES
WOMEN'S FRIENDSHIP
CITIZENSHIP
AMERICAN BUSINESS WOMEN'S
HUNTING AND FISHING
ASSISTED LIVING
Health Care
Silly
ATTENTION DEFICIT DISORDER
FALL HAT
GYNECOLOGIC CANCER
STRATEGIC THINKING
MENOPAUSE
SHAMELESS PROMOTION
ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS
OSTEOPATHIC MEDICINE
ENTHUSIASM
OVARIAN CANCER
SWAP IDEAS
PEDICULOSIS PREVENTION
LOVE YOUR FILES
OVARIAN CANCER
TALK LIKE A PIRATE
PEDIATRIC CANCER
DEAR DIARY
INVISIBLE CHRONIC ILLNESS
PUNCTUATION
REHABILITATION
ONE-HIT WONDER
PROSTATE CANCER
LOVE NOTE

Appreciation
BE KIND TO EDITORS AND WRITERS
NEWSPAPER CARRIER
GRANDPARENTS'
WONDERFUL WEIRDOS
DEFENDERS
WIFE APPRECIATION
WORLD PRIEST
ELEPHANT APPRECIATION
ANCESTOR APPRECIATION

Corporate
WOMAN ROAD WARRIOR
PAYROLL
BOSS/EMPLOYEE EXCHANGE
BUILD A BETTER IMAGE

Safety
BACKPACK SAFETY AMERICA
MOLD
SKIN CARE
SPORTS AND HOME EYE HEALTH AND SAFETY
CHILDHOOD INJURY PREVENTION
CLEAN HANDS
* FARM AND RANCH SAFETY AND HEALTH
CHIMNEY SAFETY
WOMEN'S HEALTH AND FITNESS

19

b OCTOBER b
Health Care

EMOTIONAL WELLNESS MONTH
HEALTH LITERACY MONTH
LONG TERM CARE PLANNING MONTH
BREAST CANCER AWARENESS MONTH
CANINE GOOD HEALTH MONTH
DENTAL HYGIENE MONTH
DEPRESSION EDUCATION AND AWARENESS MONTH
* DISABILITY EMPLOYMENT AWARENESS MONTH
DISABILITY EMPLOYMENT AWARENESS MONTH
DOWN SYNDROME MONTH
PHYSICAL THERAPY MONTH
ORTHODONTIC HEALTH MONTH
LIVER AWARENESS MONTH
SPINA BIFIDA AWARENESS MONTH
ORGANIZE YOUR MEDICAL INFORMATION MONTH
DEPRESSION SCREENING DAY
MENTAL ILLNESS AWARENESS WEEK
HEPATITIS AWARENESS WEEK
HEALTH EDUCATION WEEK
MAMMOGRAPHY DAY

Corporate

CUBICLE DAY
WOMEN'S SMALL BUSINESS MONTH
INTER STRATEGIC PLANNING MONTH
WORK FROM HOME WEEK
BUSINESS WOMEN'S WEEK
HOME-BASED BUSINESS WEEK
IMPROVE YOUR HOME OFFICE WEEK
BRING YOUR TEDDY BEAR TO WORK DAY

Silly

EAT BETTER, EAT TOGETHER MONTH
CHILI MONTH
"GAIN THE INSIDE ADVANTAGE" MONTH
GO ON A FIELD TRIP MONTH
POPCORN POPPIN' MONTH
SARCASTICS AWARENESS MONTH
POSITIVE ATTITUDE MONTH
SELF-PROMOTION MONTH
RIGHT-BRAINERS RULE MONTH
KICK-BUTT DAY
CARRY A TUNE WEEK
GROUCH DAY
COMING OUT DAY
WORLD EGG DAY
SWEETEST DAY
MOLE DAY
CRANKY COWORKERS DAY
MAKE A DIFFERENCE DAY
DEVIL'S NIGHT
KNOCK-KNOCK DAY

Retail

Social Relevance

Appreciation

BOOK MONTH
READING GROUP MONTH
ROLLER SKATING MONTH
SEAFOOD MONTH
FINANCIAL PLANNING WEEK
NEWSPAPER WEEK
INTER CREDIT UNION WEEK
LOCAL CHAMBER OF COMMERCE DAY

WORLD VEGETARIAN DAY
ADOPT-A-SHELTER-DOG MONTH
CLASS REUNION MONTH
DIVERSITY AWARENESS MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
CHIROPRACTIC MONTH
COMMUNICATE WITH YOUR KID MONTH
DOMESTIC VIOLENCE AWARENESS MONTH
METRIC WEEK
DIVERSITY DAY

MEDICAL LIBRARIANS MONTH
PHOTOGRAPHER APPRECIATION MONTH
CUSTODIAL WORKERS DAY
PHYSICIAN ASSISTANTS WEEK
NUCLEAR MEDICINE WEEK
BOSS DAY
EMERGENCY NURSES WEEK
SCHOOL LUNCH WEEK
EMERGENCY NURSES DAY
MASSAGE THERAPY AWARENESS WEEK

Safety

CHURCH SAFETY AND SECURITY MONTH
HALLOWEEN SAFETY MONTH
CRIME PREVENTION MONTH
SCHOOL BUS SAFETY WEEK

20

nNOVEMBERn
November ushers in the holiday season. In some places, the Christmas merchandise has
been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving
is here and it is the most important business opportunity of the year.

Retail

Social Relevance

Appreciation

AUTHORS' DAY
COMPUTER SECURITY DAY
MEXICO: DAY OF THE DEAD
MEN MAKE DINNER DAY
SHOPPING REMINDER DAY

CELEBRATE EMPTY NESTER MONTH
FAMILY LITERACY DAY
ADOPTION MONTH
GREAT AMERICAN SMOKEOUT DAY
REMEMBRANCE DAY

LIFEWRITING MONTH
EDUCATIONAL SUPPORT PROFESSIONALS DAY
FAMILY VOLUNTEER DAY
SALESPERSON'S DAY

Health Care

Silly

Safety

AMERICAN DIABETES MONTH
DIABETIC EYE DISEASE MONTH
EPILEPSY AWARENESS MONTH
FAMILY STORIES MONTH
ALZHEIMER'S DISEASE MONTH
LUNG CANCER AWARENESS MONTH
AIDS AWARENESS MONTH
HOSPICE MONTH
FAMILY CAREGIVERS MONTH

NAME YOUR PC DAY
BUY NOTHING DAY
FLOSSING DAY
I AM SO THANKFUL MONTH
ELECTRONIC GREETINGS DAY

Corporate

21

z DECEMBER z
December is the simple forecast and the world is consumed with parties and celebrations.
Get your invitations out early. 60 days out is New Year’s Eve and safety should be your
message. Buyers have funds post-Christmas as bonus checks abound.

Appreciation
NATIONAL PAWNBROKERS
EXTRAORDINARY WORK TEAM RECOGNITION
Silly
HOLI HAPPINESS
COOKIE CUTTER
HUMBUG
ABILITIES
IT'S ABOUT TIME !
NATIONAL WHINER'S ™
NO INTERRUPTIONS
LEAP SECOND ADJUSTMENT TIME
MAKE UP YOUR MIND
UNDERDOG

Health Care
NATIONAL APLASTIC ANEMIA AWARENESS

Corporate
NATIONAL WRITE A BUSINESS PLAN

Retail
COATS AND TOYS FOR KIDS
NATIONAL TIE
NATIONAL OF THE HORSE
INTERNATIONAL SHAREWARE

Social Relevance
NATIONAL COMMUNICATE WITH YOUR BABY
SPECIAL KIDS
*HUMAN RIGHTS
FOREFATHERS'
*WORLD AIDS

Safety
SAFE TOYS AND GIFTS

22

Develop A Marketing Plan
Set realistic goals that allow you to develop a core competency. Develop a core
competency allows you to broaden your sales target. Takes your expertise
“global"
•

Identify Target Industries and Applications
–

–

•
•

Define Product & Service
Create & Marketing Plan
–
–
–

•

Sales tools
Promotional tools
Product & pricing

Create A Sales Action Plan
–
–

•

Identify Prospect Companies
• New
• Existing
Identify Prospective Buyers

Budgets & Quota
Territorial planning

Calendar

23

Too Busy ?

A marketing calendar assists you in launching your marketing vehicles
in a way that can drive you to your goal in a structured and thought-out
manner. By using a marketing calendar effectively you will not only be
enabled to coordinate all your marketing efforts but it also assist you in
budgeting your adventures. A marketing calendar can keep you on
track, making sure that you are using every opportunity that you have.
Most marketing calendars break down the weeks of a year and address
the marketing activities that will take place in each week. A calendar will
be best used if it is specific, spelling out individual promotions or
events. A marketing calendar also crystallizes your focus and allows
you to see the investment and value in your marketing program. By
doing this you are able to build a consistency in your planning. This
again will aid you in preventing marketing lapses that cause the "feast
and famine" effect that many businesses experience.

24

Marketing Calendar

A simple marketing calendar in
your Outlook or similar program
will keep your program in focus.

25

LUMPY MAIL SELF PROMOTION

Lasting Image – Quarterly Lumpy Mail Program

26

Thank You
Learners “R” Earners
Comments – Suggestion – Ideas – Inspiration
or a copy of this presentation.

[email protected]

27