Here comes April, the beginning of a new month, and your looking at your sales numbers. Your new client growth last month was either flat or below expectations, yet you saw your accounting clients produce bigger numbers. Now your facing the slowdown that inevitably comes April 15th, and with low new client add ons, your not projecting a continuation of the revenue burst.

How do you maintain that kind of business increase after the big tax season?

For those new to the industry, or have found this question coming up every spring, one solution might be to focus on specific markets at various times of the year.

We all know that because of tax season, you should start marketing to accountants starting in November. But what about the other markets, the other 8 months?

Well, if you want to see that big growth from tax season continue, starting in February, focus on the mortgage and title companies. Everyone starts house hunting in the spring, and right around April, housing sales start to take off.

What next? Schools are a great area to chase next. People think schools, see summer vacation then think catch them in the fall. Well, most schools make admistrative and purchasing changes during summer vacation to not disrupt the school schedule. Starting in May, they start to send out the bid requests so that come June, they can focus on those bids.

These are just examples of marketing time tables from the midwest, but as I have found in talking to our dealers regarding their marketing, times can be different around the country. With a few phone calls, you can easily set a marketing calendar for your company.
Matt Lethbridge
Lewis Paper International
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