MARKETING MATTERS
How to Spend (or Not Spend)
Your Marketing Budget
During the Busy Season
s busy season gets underway and
money flows in, it's hard to know
where to focus your dollars and
your marketing efforts — what to
tackle first, second or table for later.
Let's take a minute to walk through
some possible scenarios.
1. Set aside funds for bigger projects.
I'm going to Mom you for a moment.
(Sorry, not sorry.)
While you may have the funds for it,
your busy season is often not the oppor-
tune time to endeavor into a huge market-
ing project. I know it’s tempting because
your profits are staring you in the face;
however, larger projects take a larger time
commitment to achieve a desirable out-
www.callape.com
come. So instead of starting on your web-
site or your company rebranding right
now, first get a quote for the job and then
set aside that money to begin work on the
project as your schedule allows (likely Jan-
uary of next year).
If you truly must take on a big mar-
keting project right away, make sure you
assign personnel who have time during
this busy season to focus on that project
wholeheartedly.
2. Refurbish tradeshow coffers.
An easy stop for outlining quick mar-
keting purchases is your Sales department.
Do they have enough business cards? Did
they run out of flyers? Are the trade show
giveaways running low? Replenishing
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MONICA PITTS
already-designed business cards or give-
aways is quick and easy. It's usually just a
phone call. Heck, it may take you longer
to look up the number than it will to ac-
tually place the order!
3. Replace old gear (T-shirts, safety vests,
hats, etc.).
Take a look at your job sites: how is
your crew looking? Now might be the
time to replace hats, vests, t-shirts or other
company-branded items they wear on a
day-to-day basis. It’s understood their at-
tire won’t be spotless, but you don’t want
them to look like they fell off the truck on
the way to work. You want them looking
sharp, confident, and ready to tackle the
job during this busy season. They’re walk-
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