Making a mark on the calendar with your marketing

4th January 2023

Capitalising on the “new year, new me” mantra many of us follow during the first weeks of the calendar year, Dry January and Veganuary have slipped into our subconsciousness.

While those who give up alcohol or animal products for the month largely do so with health and wellbeing in mind, they perhaps don’t realise that they’ve succumbed to successful marketing campaigns from Alcohol Change UK and Veganuary.

On the flipside, the licensing and drinks trades and farming industry have in recent years launched counter campaigns.

TryJanuary encourages pub goers to try new food and drinks, while Ginuary celebrates the distilled alcoholic drink, gin, which originated as a medicinal liquor.

The Agriculture and Horticulture Development Board’s We Eat Balanced campaign launched on December 26 and runs to February 5 promoting British meat and dairy, as part of a healthy and sustainable diet.

Throughout the year there are various other themed days, weeks, fortnights and months to support various products and initiatives and having a calendar of these is an important part of the marketeer’s toolkit.

The four Ps of public speaking – Preparation, Practice, Presentation and Performance – can help you make the most of these dates and also apply to your wider marketing campaigns.

Preparation – plan your activity well in advance so that it’s ready to go live in good time

Practice – test what works and what doesn’t on various platforms and for various audiences

Presentation – use a mix of single images, carousels, video content to add visual interest to your campaigns

Performance – monitor the long-term reach and engagement of your content to help with future content planning

Don’t worry if you’ve not made any New Year’s resolutions yet or have already broken them, you can stick with a 4,000-year-old tradition and follow the Babylonians who rang in their new year in March.

Want to know how we could help you ring the changes with your PR and marketing? Get in touch.

Share this article: