Preparing Your Business For January

Preparing Your Business For January

Why Worry About January During the Holiday Season?

Over the first couple of weeks of December, I have been in meetings and had telephone discussions with clients who have no interest in targeting their promotional efforts for the holiday season. They have, instead, chosen to focus their efforts on promoting websites during the month of January.

At first, I found the logic very confusing based on a common misconception. Why market during the month of January? Most people tend to have a “post-holiday hangover”. They’ve spent hundreds, and in many cases thousands, of dollars on presents. They’ve spent time with their loved ones. The parties have come and gone.

Upon thinking about the logic from a different angle, a unique opportunity for the savvy North American marketer revealed itself.

The month of January presents a unique opportunity for intelligent entrepreneurs. Because of the increase in business that the holiday season provides, most businesses tend to neglect or reduce their marketing efforts throughout the winter months, electing to focus their energy on the spring and summer months instead.

Many companies will launch new campaigns during the Super Bowl in order to take advantage of the international mass exposure created by the annual NFL football climax. However, this is a highly expensive proposition and as a result of the budgetary constraints and risk such advertising presents, these companies will often elect to minimize or halt all other advertising efforts until the Super Bowl itself.

Since the Super Bowl occurs on either the final Sunday in January or the first Sunday in February, a huge 4-week marketing gap occurs for a company that chooses to take advantage of it.

Companies with business-to-business products and services can take advantage of the month of January to release these products and services as well. Many companies and organizations, such as school boards and some manufacturing plants, give their employees a paid 2-week Christmas vacation. As a result, these employees return to work rested, alert, and more receptive to new ideas and ways to better improve efficiency. In fact, many companies use the winter months for the purposes of making their operations more efficient and profitable.

This article will focus on two companies as case studies. The first company, Hibiscus Florals, is an online silk wedding florist targeting North American brides-to-be. The second, Innovolve, is a Canadian conference, event, and association management company specializing in sustainable business growth.

Hibiscus Florals

Hibiscus Florals co-owner Mark Morkowski has been an extremely busy man during the last few weeks. “Many of our brides begin preparations for their weddings just after the holiday season,” says Mark. “This means that the first three months of a new year are a peak season for our silk wedding flowers, and it is crucial that we are prepared to both attract and accept the potential business that can be generated in this period.”

“The month of December is being used exclusively to prepare for the New Year.”

Some of the things Hibiscus Florals are doing to prepare include:

Online marketing and promotion. “We’re doing everything in our power to make sure our website is visible in as many ways as possible,” says Mark. “Our market has such a large geographic base that we cannot possibly reach all of them via conventional offline means.”

“We have customers from all over Canada and the United States, from Hawaii to Newfoundland, and our website and email marketing efforts are crucial to our overall business plan.”

New products. “We’re in the final stages of preparing some unique new collections for our brides. We’ve decided to create more silk flower wedding packages, based on the feedback we have received and some commonalities among customer requests.” Visiting suppliers. “Many of our suppliers have beautiful new products that are now available to us, and we need to stock up as much as possible to ensure that we have enough supply to service our customer needs over the next few months.” Updating prices. “Fluctuations in the base cost of our products, such as the rising costs of natural resources and transportation, have led to the need to adjust our prices for the 2006 year.” A Christmas vacation. “We want to be well-rested and alert for the New Year, so we’re going to take some time off ourselves to recuperate our minds and bodies and be better able to serve our customers.”

“A rest at Christmas time isn’t always for businesses to recover from their holiday rush. It’s for businesses to prepare for a rush as well.”

It looks like Hibiscus Florals will be very well-prepared for January.


Dr. Anthony Watanabe is the president of Innovolve, a progressive young conference management agency. The month of December is being used as a reorganization and preparation month for Innovolve, in order for the company to be prepared for their upcoming conferences and other projects.

What types of things are Anthony and Innovolve doing to prepare for January?

Rebranding. “We’re redoing all of our marketing materials, such as our logo and website, to ensure that our image and core beliefs as a company are accurately reflected. We look forward to the launch of our new-look corporate image in 2006, and we believe our target market will be very receptive to our message.” Finishing of existing projects. “We’re in the final stages of completion on our Sustainable Business Resource Centre website, and we’ll be launching it in late 2005 to early 2006.” New and existing client preparation. “We’re going to be working on some exciting new projects involving graphic and web design for forward-thinking companies, as well as organizing unique and informative conferences in such fields as sustainability, green building, and business networking.” Marketing preparation. “When we’re done with our rebranding efforts, we look forward to promoting them both online and offline. We’re in the process of developing a campaign to that end, as well as for those clients whose sites will be completed in the New Year.”

Hibiscus Florals and Innovolve are two companies that are prepared to take advantage of the unique opportunities that preparing for January provides. Shouldn’t you be taking advantage of these opportunities as well?

Adam Senour is the owner of ADAM Web Design, a leading web design and development company in Toronto, Ontario, Canada.

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T-Shirts and Plastic Water Bottles Are Best Promotional Products For Marathons

T-Shirts and Plastic Water Bottles Are Best Promotional Products For Marathons

Besides the Olympic Games and the World Cup in Soccer, there is no more internationally branded sports event than the traditional Marathon. This is an excellent, untapped opportunity for marketers and brand builders.

At 42.195 kilometers, or 26 miles and 385 yards, the Marathon is usually run as a road race and was born as a commemoration of a Greek Soldier who ran with a message from the Battle of Marathon to Athens. The first marathon in modern time occurred in 1896 at Olympics and today over 500 Marathons are arranged around the world.

Five of the most prestigious races in the Marathon world are Boston, New York City, Chicago, London and Berlin. These races attract hundreds of thousands of people and are media staples running up significant news coverage, media coverage, footage and print for weeks at a time. Marathons are often isolated events from city to city, so a local coordination of sponsorships and marketing efforts is often possible.

Most participants of a Marathon race are not running to win, but running for the accomplishment. The strategy is often to run from water stop to water stop where water bottles are available.

The brand building opportunities surrounding a Marathon are many. Firstly, you have the runners themselves, who are in fact walking, jogging or running as billboards and could be wearing your brand or slogan on their backs.

Secondly, you have all the functional staff surrounding the Marathon working on arrangements and coordination. Official staff counts in the thousands and many of the officials are media spokes people who will be getting face time with film cameras and journalists.

Thirdly, Marathons are major tourist and crowd magnets. For some of the larger Marathons, spectator crowds count in the hundreds of thousands lining up along the streets and taking part of the festivities. There is a high level of street vendor culture surrounding a Marathon and often times merchandise is being sold to commemorate the event with T-shirts such as “I was there, Chicago 2006 Marathon”.

Besides from T-shirt the most important aspect of a Marathon is staying hydrated. In the average Marathon time of 4 hours, 32 minutes and 8 seconds runners will have to replenish their water supply several times to be able to finish the race. Water stations are placed throughout the Marathon route with Water Bottles. While the drinking of water from Water bottles has to be leveled out with intake of salt to prevent hyponatremia, a Marathon runner will drink about 4-6 ounces of liquid every 20-3o minutes of the race.

Often times, the water stations are also covered by media and a large on watching crowd so the stations are ideal for promotional branding and branded Water Bottles. is a large distribution company based in Miami, Florida. They are web-based and factory-direct which allows them to keep prices lower than the rest of the competition. They also have a huge selection of promotional products from wine glasses and shot glasses to water bottles and champagne flutes.

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Special Tips For Making Great Scented Candles

Special Tips For Making Great Scented Candles


Making scented candles is simple. Wax+ Scent+ Color=Scented Candle. But how do you make those candles stand out from the sea of other scented candles out there. One way is to corner the “green” market. With a little bit of research you can be making scented candles that appeal to those who are more eco-conscious.

A few of the elements of your candles that will appeal to the “green” community include things like renewable wax sources and natural fragrances. Another thing you can do to help your “green” marketing efforts is to package your candles in biodegradable or recyclable materials such as glass or recycled paper or card board. Play up these points and you’ll be well on your way. So now let’s talk about actually making scented candles for this demographic.

One of the attributes that make environmentally sustainable candles so marketable is the wax. Waxes such as soy and beeswax are environmentally friendly. Soy wax is made from soy beans, and soy beans are one of the most widely farmed products in the country today, providing everything from food to oil to biofuel.  Soy wax burns at a low temperature making it a better choice to have in a home with families, as it’s less likely to cause burns. Making scented candles with soy wax also has another unique benefit. When warm the wax, which is somewhat oily, is used as a great massage oil since it’s beneficial for the skin.  Beeswax is a much more dense wax, but it has advantages as well. Making scented candles from all natural beeswax is very simple as the wax already has a natural sweet scent and color that is characteristic of the wax. If you get the wax directly from the bee keepers, the wax will often still contain flower pollen, adding to the sweet smell.

The other attribute of “green” candles that makes them so marketable is that they are usually scented with pure essential oils. These oils provide a variety of healthy benefits through aromatherapy. Making scented candles with pure essential oils allows for the oils to be suspended in the wax, which makes it last longer than using it in any other way.

The final thing to consider when you are making scented candles that really appeals to this particular demographic is the packaging. The packaging should be recyclable or made of post-consumer recycled material such as card board boxes and raffia ribbons. Be sure when labeling your products for sale that you play up the eco-angle and you’ll be sold out of those eco-friendly scented candles in no time.

Pat McTigue is a candle making enthusiast. For great information on
making scented candles, visit

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