Baseball season comes alive again this week and today is Opening Day at Yankee Stadium, one of my favorite places in the world. I always go to Opening Day not only as a celebration to renew my deepest childhood passion, but to remind myself that springtime is a short window that needs our complete and undivided indulgence.
This thinking is also useful when it comes to reinforcing the limited time our performance based advertising clients have to acquire their new customers. Response levels drop and acquisition costs inevitably rise before the end of May each year.
The good news is that a well-timed spring plan will capture high consumer spending focused on Easter, Mother’s Day and home improvement planning. This crucial period can last about 8 weeks and be just as important to an advertiser’s new costumer goals as their 4th Quarter Holiday campaigns.
So while you’re taking in the sights and smells of springtime at the ballpark, make sure you take all the new customer dollars you can get before the season turns to summer. Have Fun!
