As 2011 draws to a close, I’ve received a lot of requests to amp up ad budgets. Many people have the misconception that any dollar spent during the final days leading up to Christmas would boost site traffic and therefore, must boost revenue. For years, I have argued the counterpoint. Any dollar spent: during the holiday season, especially the days leading up to the 25th, is a dollar wasted.
As a strong believer in quality over quantity, I hardly push for the holiday ad blitz. While for some discerning clients, the holiday season can be the perfect time to launch a new product – but that comes at a price. Prime media and even remnant media placements are dominated by CPGs and multi-nationals. Anything left for a successful brand launch will come at a steep price. For some, price is not an option during the holidays. But for more businesses in this economy, dollars saved at the holidays, double in strength January 1.
The best thing for 9 out of 10 small businesses to do now is to relax, wrap up 2011, and plan for 2012. Don’t try to squeeze last minute media pushes in your year expecting a Christmas miracle – chances are, it won’t work.
Any time is the perfect time to contact the Numbiz search strategy team to plan a knock em dead campaign strategy for 2012!