July/August is generally a quiet time marcom-wise for tech firms. People are on vacation, many trade mags roll their monthly issues together, and there is very little trade show activity. Plenty of time then, to consider your marcom activity for the forthcoming quarter.
Here are 4 things you can usefully do:
Send Out A Newsletter
With so little other activity around, July and August are good months to reach out directly to your target market, and a great way to do this is with a newsletter. Five or six articles recapping important company news from the last few months and previewing forthcoming events – trade shows, new developments etc. Pictures and illustrations will help lift the text.
When sending your newsletter out, remember it doesn’t really matter how many recipients there are, just that they are well targeted. And the better targeted they are, the more likely they will be to read it.
Tighten Your Press List
This is something I always do during August – check that my press list is current. This is a time consuming process, but it is also informative. Two things I do to check my media list are:
Read the most recent articles by everyone on the list, to make sure they are still covering your area of interest;
Check the press pages of competitors to see if and where they have been getting coverage.
Check Forward Features for Sept - Nov
This is something you can do while you are checking your press list – when you visit recent articles of your target writers and editors, also check out the ‘forward features’ for Sept – Nov., and make a note of anything of interest, and give yourself plenty of time to get you pitch in. Anything listed for September will need immediate action, so if you see items of interest there, that should take priority.
Prepare Trade Show Activity
If you are planning a trade show appearance during Sept/Oct/Nov, it is always worth checking the organisers’ media arrangements. Most shows have media partners, or are run by media companies, and these will be looking for pre-show content to create a buzz and encourage participation. And if the show in in September, they might have a list of other trade media registered to attend the show, so it is also worth dropping them a line, introducing your company, and letting them know what you will be exhibiting.
(Pic: Clouds over Reenroe)