{"id":215,"date":"2021-01-27T08:00:04","date_gmt":"2021-01-27T13:00:04","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/01\/27\/marketing-calendars-how-to-make-your-predictions-become-a-reality\/"},"modified":"2021-01-27T08:00:04","modified_gmt":"2021-01-27T13:00:04","slug":"marketing-calendars-how-to-make-your-predictions-become-a-reality","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/marketing-calendars-how-to-make-your-predictions-become-a-reality\/215\/","title":{"rendered":"Marketing Calendars: How To Make Your Predictions Become A Reality"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Jenny Sagstr\u00f6m, CEO and Founder, <a href=\"https:\/\/www.skona.com\/\">Sk\u00f6na<\/a><\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">2021 marketing predictions are two a penny.\u00a0 As an alternative, I suggest you create a calendar for what you want to achieve, then do it.\u00a0 This method has a few advantages over those pesky to-do lists with items that can dwell on the page for what seems like an eternity, needlessly frustrating you and your team&#8217;s morale at the same time.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A calendar encourages focus allowing you to prioritize better, react faster and most importantly execute.\u00a0 So, let\u2019s get to it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>January &#8211; Build brave brands<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve seen a ubiquitous shift to digital in the face of the pandemic, meaning the clutter we used to complain about has only intensified. The only way to stand out from the incessant noise is to rise above it with a strong brand that can be heard amongst it all. Companies will need to shift investments to establish their basics. They will need to infuse their automated marketing activities with a brave brand standpoint in order to get noticed.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>February &#8211; If you haven\u2019t already, start softening your messaging!<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There is and will continue to be plenty of harsh languages banded around the world.\u00a0 No need to add to it.\u00a0\u00a0 I think we\u2019re all tired of not only politics but the overall combative tone.\u00a0 If you haven\u2019t done so yet, let\u2019s start the year by softening our vernacular.\u00a0 Be mindful you\u2019re contributing to any conversation &#8211; both as individuals and organizations\u2019 representatives &#8211; in a positive manner.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong>March &#8211; Invest more in Account-Based Marketing (ABM)<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ll continue to use all the great technologies out there like RollWorks, but we\u2019ll also spend more time and effort upleveling the content we use. We\u2019ll create more custom videos and corresponding assets, producing more immersive cohesive ABM experiences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>April &#8211; It\u2019s time to be a little less scared!<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For years now, we\u2019ve talked about marketeers and other professionals worrying about buying certain technologies and then fretting about losing their jobs through investing in the wrong kind of technology.\u00a0 In 2021 we will have reached a point where we\u2019re a little less scared.\u00a0 Instead, think about what will be best for the companies we work for.\u00a0 In the long-run, this will benefit our personal careers too.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>May &#8211; Define your movement<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Traditional movement marketing has looked to cultural and societal events and found something to align their brands with. In the B2B space today, the trend will continue where we won\u2019t just look to cultural movements, our brands will be the movements!<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>June &#8211; Create an intimate digital experience<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At this point in the calendar,\u00a0 we\u2019ll all have been working from our homes for over a year. Rather than another large scale virtual event, invite your top prospects and clients to smaller, more intimate digital gatherings.\u00a0 (Don\u2019t conveniently forget to include your most senior executive:)<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>July &#8211; Strengthen your swag game<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you haven\u2019t done so already, now\u2019s the time to look over your swag library, how you&#8217;re distributing it and to whom.\u00a0 One of the great things to come out of the pandemic has been the great swag portals and the upgrade from the bog-standard T-shirt.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>August &#8211;\u00a0 Is customer appreciation month<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Send them a thank you card! Feature them in a video, press release or even campaign.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our customers are our biggest asset so make sure they feel our love.\u00a0 More than ever, the pandemic has once again reinforced the truth that it\u2019s cheaper and easier to retain your existing client base than go after others.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>September &#8211; Time to gear up for the second half of the year with repeatability<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At this point in the game, you should be looking at the campaigns you ran in the spring in order to determine which ones you could rerun now with a few minor tweaks. No need to reinvent the wheel if all that\u2019s required are slight adjustments to keep your content fresh and relevant.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>October &#8211; And OOH will bounce back<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re taking to the roads once again.\u00a0 Perhaps we\u2019re even thankful to be stuck in traffic during our daily commutes.\u00a0 This means it\u2019s duck season for out of home. Take advantage of the fact that OOH is currently down by signing an annual contract as soon as possible at a great discount rate.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">November &#8211; As we hunker down for winter, LinkedIn keeps us entertained<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our employees are our best amplification source so set them up in the best way possible. Give them access to your assets.\u00a0 Help them with scripts if necessary.\u00a0 Above all, encourage them to spread your messages and campaigns further for maximum penetration.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>December &#8211; Ring in 2022 with a good old-fashioned traditional campaign<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The pandemic forced marketers to split campaigns into tactical executions.\u00a0 With the world opening up again, we\u2019ll once again have access to several different channels to reach out to customers and prospects.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Do it with a well-executed brand generation campaign not solely in digital but expanding it via direct mail, OOH and radio. This is the time when we can once again use different channels to reinforce our messages.\u00a0 So let&#8217;s all frolic in that idea!<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">v<\/p>\n","protected":false},"excerpt":{"rendered":"<p>2021 marketing predictions are two a penny.  As an alternative, I suggest you create a calendar for what you want to achieve, then do it.  <\/p>\n","protected":false},"author":7,"featured_media":216,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Marketing Calendars: How To Make Your Predictions Become A Reality | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/marketing-calendars-how-to-make-your-predictions-become-a-reality\/215\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Calendars: How To Make Your Predictions Become A Reality\" \/>\n<meta property=\"og:description\" content=\"2021 marketing predictions are two a penny. 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