Campaign Strategy :: The Off-Peak Play

For underdog businesses trying to compete with behemoths, the tendency is to increase their marketing spending and message frequency to match that of their larger competitors.  This is, at best, inefficient, and at worst, a total waste.

When you’re gigantic competition is most aggressively marketing, it’s often a total waste to try to compete with their equally gigantic marketing budget.

Consider, instead, an off-peak marketing strategy.

The off-peak marketing strategy is a little known tactic for incumbent businesses to increase their marketing message frequency when their larger, better-known competition is taking a break.

Take, for example, a toy manufacturing company.

This little business has some gargantuan competition from titans like Mattel, but Mattel spends almost all their yearly marketing budget during Christmas time and saves very little of it during the off-season times.

Trying to compete with Mattel during their surge in the Christmas season is a losing competition.  As illustrated above, back off your marketing expenditure during the toy rush season in November and December and surging in the middle months when the ‘big dog’ is resting.

Think of it as the marketing equivalent of losing the battle to win the war.

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