Since the new year has begun, I’ve purchased phone cases for my new phone, broken a garbage can lid (thus needing a new garbage can), cleaned up and packed away some holiday decorations, knew several people who have passed away and attended services and after events for one of them, gathered with family and extended family, and looked into clearance sales. What was the hardest part of all of this (other than losing people I knew)? That there weren’t hardly any emails or marketing from companies that I might have purchased from if I knew they were doing sales or had the products I was looking for.
Yes, the weeks of mid-November through Christmas are some of the busiest when it comes to marketing, and it often costs more to market at those times and is often harder to get in front of your target audience since they’re seeing so many messages. Yes, people also are willing to spend money then in part because they know that there will be sales and they know they have to buy gifts. Yes, many people cry when they see their January credit card bills. But the fact remains, just because the holidays are over, doesn’t mean that people stop spending money.
I’m not suggesting that you should be doing marketing or even sales/selling at the level that you did during the holiday/year end shopping season, but what I am saying is that life happens, people need to eat, things break, and people still have needs they’re going to be shopping for, and if you’re not sharing your offers with them, they will go with the cheaper, easier or more obvious choice. And while they may get lucky and end up buying exactly what they were looking for, chances are good that they would have preferred to know their options, and might have been more satisfied with the product or service you were offering but didn’t know was available.
So go ahead, put a little effort into your January marketing, because people are out there shopping. You’ve probably got a better chance of your potential customers hearing you now that they’re not inundated with holiday messages or spending as much time with family and friends. Plus, it’s a great time to set the standard for how the rest of the year will go and be an excellent communicator, building relationships and connections with customers and potential customers.