One benefit of having longevity in Marketing is the knowledge of annual trends and actions that can be predicted and prepared for. We know from past experience that most clients become hyper-focused on how to reach their goals and business plan objectives right about…now!

After riding out the summer months with staff absences, schedule disruptions and a general lack of urgency, once that Labor Day weekend comes and goes it’s time for all hell to break loose. CEOs and CFOs become energized and laser-focused on sales and financial targets for the next year and are anxious to get the wheels in motion to start rolling toward those targets.

For those of us in the outsourced marketing partner model, it means urgent phone calls, emails and texts from fired-up executives anxious to be reassured that their marketing operation is in high gear and moving forward on all cylinders.

The good news for those companies and organizations with existing marketing firm relationships is that firms like ours have been on the 2023 bandwagon well before the late summer heat set in and we have been planning and strategizing since the 4th of July fireworks lit up the sky. Because we are always thinking ahead, faced with long lead times on deadlines for marketing programs, we are usually ahead of our clients in developing messaging and distribution channel options just waiting for the client to finalize goals and budgets.

For those companies that have not yet become clients, the moment of truth is now. In order to be ready for a January 1st launch of an integrated marketing program, 90-120 days out is the optimal timeframe to get the plans and the pieces in place.

Be sure you are able to focus now on these elements of a 2023 plan:

1. Look back at your recent past efforts and provide an honest evaluation of your efforts.
2. Set realistic and attainable goals.
3. Be brutally honest about your strengths and weaknesses.
4. Identify your target audiences and make adjustments and changes as necessary.
5. Consider and prioritize new tactics and stop doing more of the same.
6. Establish a reasonable budget and honor it. Marketing budgets are not funds to be raided or reduced.

An outside firm is extremely helpful during this process to be sure your self-evaluation is honest and that your resources are adequate.

A few years back, Inc. magazine ran a piece on “8 End-of-year Marketing Planning Tips to Start the New Year off Right”. While the years have passed, the advice is still actionable: start now to be ready for 2023. In Marketing time, that’s now.