A schedule will let you test and track your advertising, your spending and the results. A schedule will also help you control your spending because your spending will be set every month. A schedule will also keep you from spending on sudden advertising specials offered by some companies unless it fits your schedule.
Your sales results from the last few years can help you figure out your schedule. By reviewing your sales history, you will be able to see when your business slowed down. You can plan your marketing to keep that from happening again.
If your business is new or still in the start up years don’t let that stop you from scheduling your marketing. Take the time to sit down and make notes about the advertising you’ve seen from other people in your business. Contact people you already know in your business and ask them when they advertise. The key is to find out when your business slows down and prepare for it by stepping up your advertising before the slow periods happen.
How do I know this works?
When I started selling real estate I advertised when my competition advertised. I got the same results as them. I read a flyer produced by the company I was affiliated with, it said “Sometime the best time to sell is when nobody is looking.” I thought about that and in December when my colleagues and competitors quit advertising, I didn’t. I ended up listing a couple of houses, showing a few houses and making sales in December and January.