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The Shiny and the Substantial: Creating Your 2017 Promotional Calendar

The Shiny and the Substantial: Creating Your 2017 Promotional Calendar

Well, we’ve done it. Another holiday shopping season has come to an end, and aside from a few last-last-last minute shoppers, discount deal hunters, and people who never let a gift card get cold in their pocket, things will be a little calmer for the next few weeks for most businesses. That makes it the ideal time to work on your 2017 plans.

Creating Your Promotional Calendar: What You Need To Know

An effective marketing campaign takes six to eight weeks to resonate fully with your existing customers and to do what it can to attract new buyers to your brand.  In the course of a year, that means you have enough time for six full sized campaigns. Block out your holiday campaigns as well as any annual events you have now; this will leave most established businesses with between 4-5 slots to fill.

It’s a good idea to review any annual campaigns your partner vendors participate in. Leaving space on the calendar to promote those sales events allows you to benefit from their creative efforts and reduces the amount of messaging you will need to create on your own. For example, in October, numerous brands in every industry will participate in Breast Cancer Awareness campaigns. Knowing this allows you to block out that time on your promotional calendar – even in you don’t have specific event details available yet, you have reasonable confidence they will be forthcoming and can reserve space for them.

After this stage, you may have 3-4 slots left available for your own unique campaigns and promotions. There are two routes to creating campaigns to keep in mind here: the shiny and the substantial.

Shiny campaigns focus on what’s new, hot, and exciting. Apparel, jewelry, and media stores can all benefit from shiny campaigns: if your customers are trend watchers, plan on scheduling events around new line launches, seasonal changes, and film, book or album debuts. Event marketing works really well for shiny campaigns: people enjoy being part of the excitement. Invite customers to an in-store costume party, host trunk shows, bring rock star authors in – these campaigns definitely take a lot of work, but when well-promoted they can be well worth it and play a vital role in transforming individual businesses into destination locations.

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Substantial campaigns address the tried and true essentials of your business; those products and services that transcend trends and fads, remaining always desirable. Sometimes these categories get taken for granted. Reminding people of the full scope of your offerings, as well as compelling details about each, can result in increased sales. Make full use of the power of content marketing during your substantial campaigns: today’s customers value genuine expertise, whether that’s shared via blog articles, social media posts, videos and more.

The decision to host a shiny or substantial campaign depends largely on your business type and brand personality: we’ve found a mix of both to be most effective for most B2C businesses. B2B tends to skew more substantial in nature. Work with your team to determine the remaining 3-4 campaigns you’ll run during 2017.

At this point, you have a first draft of a year long promotional calendar. Nothing is ever fixed in stone, but it’s very helpful to have a loose plan to get started with. Taking the time to do even minimal planning now will help streamline content collection and creation for all needed marketing materials in the year to come!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office