What New Year's Resolutions Can Teach Us About Marketing Campaigns

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Raise your hand if you’re already sick of New Year’s resolutions.

It’s only mid-January and I am already overwhelmed with the flood of messages yanking me in every direction (mostly towards the gym or the salad bar). And let’s be honest — who really thought I was going to be successful in my vow to maintain a cleaner house?

Research posted by Statistic Brain shows that I’m not alone. Although 45% of Americans normally make resolutions, only 8% are successful in achieving them.

This presentation by Bing Ads states that there is an estimated $5.6 billion annual spend on New Year’s resolutions. $5.6 billion! That number made me think — if most people don’t keeps their resolutions, why do marketers put so much effort (and money) behind these campaigns?

The answer is timing. These companies are capitalizing on a time of year when their target audiences (those of us who commit to spending less or losing weight) are hyper-focused on their goals. Although I may not follow through with my resolution to get fit, there is a window of time between the holidays and the first few months of the year when I am much more likely to purchase new running gear or join a gym.

So what’s the takeaway for B2B marketing? Timing is everything. No matter what your product or service is, make sure you identify your windows of opportunity — when your target audience is most likely to respond to your message. Not only will you have a better chance at increasing sales, you will connect with your customers in a more meaningful way.

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