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Calendar-led marketing: Strategic synchronisation of timing

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Reflecting the potent impact that calendars have on marketplace behaviour, calendar-led marketing (CLM) is the strategic and tactical consideration of recurring calendrical periods in the development of the content and timing of marketing practices. Calendrical periods include those within the time-of-day, day-of-week, day/period-of-month, and day/period-of-year cycles, such as mornings, Tuesdays, end-of-the-month, winter, Christmas, and so on. Because marketplace behaviours tend to be disproportionately distributed across calendrical periods, every period is unique and thus represents unique marketing challenges and opportunities.

Stemming largely from exploratory research, this paper first provides an overview of CLM and its relevance. Next, six categories of CLM strategies are discussed in the spirit of providing examples, insights and guidance for marketers interested in exploiting calendar-led opportunities. These strategic categories are (1) calendrical bandwagon focus, (2) calendrical stretch, (3) calendrical repositioning, (4) calendrical piggybacking, (5) calendar-led innovation, and (6) calendrical co-branding.
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Keywords: CALENDAR-LED MARKETING (CLM); CALENDARS; EXPLORATORY RESEARCH; STRATEGIC WINDOWS; TIME; TIMING

Document Type: Research Article

Publication date: March 1, 2017

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