Many products that we buy are used cyclically. This means that they do not have very high sales during certain periods, but sales start to peak at some times. Understanding how your products move, and what the buying patterns are is very important in making many decisions on the product. It will determine the sales forecasted, and also help you draw up your marketing stretegies well.

Many consumer durables, most houselhold items will be purchased through the year. Flavoured milks, sugar, washing soap and powder are al bought irrespective of time. There are many products that are bought more in certain seasons. These include drinks, ice creams which are sold more during the summers and you will find more takers for woollens and boots in the winter. While you may know how you want to plan your production to suit the demand, you should also kno how to communicate with your market better.

When : You should typically be ahead of the season by a few weeks. Being seen only when th purchases are to begin is of little use. If  start to make your presence felt, you will motivate people to buy better. The success of a marketing campaign is to make people aware and motivate them to buy a product before they do it by themselves. You should then pick up marketing campaigns through the season, and then slowly wean the campaign out before the season is over. If you audience has not bought your product throught the entire season, they are less likely to do so in the end. If you have managed to strike a chord with your audience initially, they will buy your product without your flooding them anymore.

How : Choose your method wisely. If your product is targeted at children, like biscuits and candies, you should use more of television and visual media. Avoid newspapers and magazines unless they are specifically for children. Similarly, you should centre yourself around women’s magazines and television channels for products concerning the house and also children. The newspaper is a good medium for adults, and should be used correctly.

Making the right decisions and use of the channels of communication will help make or break your advertising campaign.