“The World Cup has finished. Wimbledon has come to an end. Perhaps now is finally the right time to get that campaign moving?”
Then the summer holidays begin. People are away, August is always quiet, and September usually arrives with everyone trying to squeeze three months’ work into three weeks. After that, there will be another reason to wait. There usually is.
I’ve heard most of them over the years. The market is distracted. The sales team is busy. The product isn’t quite ready. Someone important is on holiday. The website needs sorting first. Or perhaps it would simply be better to wait until things calm down.
The trouble is, things rarely calm down.
Of course, timing matters. There is no point launching a campaign when your audience isn’t there, the product is unfinished, or the business isn’t ready to deal with the response. But that’s different from waiting for the perfect gap in the calendar, because that gap probably doesn’t exist.
A quieter period can actually be one of the most valuable stages of a campaign. It gives you time to develop ideas, refine the messaging, produce the creative, write the copy, and prepare all the supporting assets without everything being done at the last minute.
The right time to start a campaign isn’t the day you want people to see it. It’s weeks, or sometimes months, before that. Giving the work time to develop almost always leads to a stronger result.
Good marketing rarely happens by accident. It benefits from planning, refinement, and the opportunity to step back and improve before launch day arrives.
So once one distraction has passed, it’s worth asking yourself a simple question.
“What is the next thing stopping me from getting started?”
If this is a recurring battle that you and your team face, and you’re ready to break the cycle, drop us an email. We’d love to help you get started
