A new season for marketing: things to consider as you plan your fiscal 2012 budgets
By Linda Forrest
Now that those lazy, hazy, crazy days of summer are drawing to a close, many marketers will be looking at the fall as a time to make plans for the year ahead. We’re big advocates of maintaining PR activity all thoughout the summer, especially in the modern era where media increasingly consists of bits and bytes that occur in real time as opposed to ink on dead trees. Unfortunately, not everyone takes our advice and so the fall is jam packed with PR activity, some of which won’t bear fruit until many months from now.
With memories of the summer sun still fresh in your mind, it’s a good time to consider what your marketing plan for the year ahead will look like. The corporate world emerges from summer with a renewed vigor, ready to make plans for their upcoming fiscal year. With this comes the need to conduct a forensic analysis of your previous activities to determine what worked and what didn’t and why, explore what tactics you’re not currently using but could, budget for activities new and old and source resources whether they’re internal or external.
