In Marketing, Timing Is Everything

By | January 8, 2015

Have you ever gotten a marketing piece that made you think, “Gosh, these people don’t know my business at all!” My husband, who is the director of facilities for a private high school, feels this way a lot.

In fact, here is the pitch that landed in front of him this morning.


Remember the winter we had last year? Don’t be caught off guard by another winter filled with snow, ice and bitter cold temperatures.

Before the first flakes fall, get all the supplies you need to keep your facility and people safe throughout this upcoming winter.

Don’t risk running out of those essential winter products you need to keep everything in and around your facility moving, especially ice melt.

[Company] has all you need for the inside of your facility—floor mats and wet floor signs for entrances and lobbies—and the outside, featuring a great selection of ice melt products, as well as spreaders for even, effective application to parking lots, roadways and sidewalks.

Okay, perhaps we can forgive the lack of comma after the salutation and his name being spelled in all caps. We might even forgive the fact that winter is no longer “upcoming” and the first snowflakes have already fallen. Here’s the real problem with this piece.

As he said so eloquently, “Every year, there are some suppliers and vendors that just don’t get it. No one worth their ‘salt’ is ordering winter materials in early January.” As any vendor to this marketplace ought to know, those supplies are ordered in late summer. So if this company is wondering why its campaign failed, this is probably why.

Sometimes a campaign lives and dies by the list. Sometimes by the creative, the message, or the incentive. But sometimes it’s the timing. Something as simple as a buying cycle is something every B2B marketer ought to  know. So when working with your clients to develop marketing campaigns, whether direct mail, email, or multichannel, try to get involved early enough in the process to ask about the timing, too.


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