Creating “art that works” is the key to any campaigns success however there is another set of factors every entrepreneur, business owner or advertising /marketing person needs to  tune into. I call it being in “Sync” with the market. The success of any sales or marketing campaign is the Revenue derived and all the ancillary effects that go along with it. No matter what media, traditional or Social you use to drive your event it will inevitably fail if the timing is wrong.

Many times over the years I  advised clients to be cautious of the timing of an event for reasons the marketplace spells out. I have also recognized after carefully monitoring businesses that they have unique characteristics that expose good and bad times to promote; time after time it has been proven to me that when the time is right the results will usually exceed your expectations.

So you are asking what about the ducks? Here is a true story.

“It was probably around 1991 I was the advertising director of the largest family owned appliance/electronics chain in America. This company was well into its Eightieth years of business, and a regional mega force. We were however new to broadcast television and getting ready for a test flight. The timing of the flight was in question and the President asked me to take a minute and talk to him. He asked me if I wanted to go duck hunting. I looked at him in surprise…he said I have the boat! I soon caught on to where we were going with this and replied I have the guns…he said the ammo…We got on his imaginary boat and sat in the middle of the lake…he asked me for a Duck Call and there we were quaking away… he asked me where the ducks are? I said there aren’t any…He said “exactly!!! and don’t spend any money till they are!!!”

I have repeated this story many times in all sorts of situations, whatever version I use, it really gets one point across;  “the best time to advertise is when the market is receptive” Learn more about business cycles and enjoy the results…

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