My calendar list focuses on major holidays when most Americans have been trained to spend extra money or participate in a ceremonial activity. Generally speaking, you want to link your marketing promotions to a time of year when customers have their wallets out. Thus, you're simply positioning your product or service as perfect gift or solution for celebrated event.

Be Prepared You can never be too early in preparing your marketing campaigns. For example, in order for typical small business owner to prepare for a Valentine's Day direct mail campaign, you'll need to get most of your materials printed and ready to go by third week in January and in mailstream by last week in January, certainly no later than first week in February. I recommend you plan two months in advance. Thus, you should start planning your Mother's Day campaign in early March. Obviously, more involved campaign, more lead time. What's more, some advertising vehicles have extensive lead times, specifically magazines that need your camera-ready ad approximately 6 weeks [possibly more or less] before publication, and newspaper inserts also require a reservation approximately 6-8 weeks before publication.

Of course, you already have a company name, a positioning statement, logo, stationery, business cards and a website. Right?

The next thing I suggest is an employee survey. Ask them about what's happening where company meets customer. Find out how employees feel about company. A recent survey shows that employee attitudes have a huge impact upon a company's bottom line. Motivated employees provide great service, and great service can separate you from your competitors.