Marketing Seasons & Rhythms: When
Are Best Times For The Voice Over Biz?
December 6, 2017
By Bettye Zoller
Voice Actor, Narrator, Coach
Do you know the ups and downs, the rhythm of the year, for marketing your voice over services?
You should! Successful marketing depends on this knowledge.
All effective marketers in every business field know the calendar year and what
they should do (OR NOT DO) for maximum effect each month.
Sales efforts will
fall on deaf ears at the wrong time of year. Interest waxes and wanes depending
on sales cycles.
For example, clothing retailers know that
VOICE OVER MARKETING MONTHS
- Summer is NOT the
time to sell heavy sweaters and coats. These things should be merchandized
- Winter is best for advertising swimwear and for the
"sub-market" of cruise wear.
People aren't going to wear that stuff till warmer weather, but they are
going to buy it ahead of time.
Now, month by month, let's talk about advertising schedules
and sales thrusts.
after the December holiday break, you're wasting your time (and maybe, printing
costs or postage) trying to contact new or existing clients before about
January 15-20 or so. Everyone is still in that holiday mood. Many have not yet
returned from travel. Others are too busy getting children back to school and
casting or beginning new projects they are planning for the new year has
scarcely begun. February:
Give people time to 'crank up' and get 'serious' again about
their business after that long holiday. Except for Valentine's Day ...
you're thinking about marketing your voice for Valentine's Day, you should have done so in
early January. This holiday is great for
voice over work. Early in December is none too soon to contact potential
advertisers or agency creatives. "The early bird catches the money"
or something . . .March:
Think about all holidays far ahead of the actual date they
occur. Even one year ahead is fine.
Have you ever read an interview or article about a fashion
model? The model complains about freezing in a swimsuit in January while on a
"shoot" in the snow, or sweating in a heavy coat or fur in August.
retailers live by the calendar and you should too, but the fashion industry is
particularly aware of this. Take your tips from fashion magazines. A fashion
spread about summer picnics in the March issue of Vogue or Bazaar proves how
far ahead you should be planning!
"spring and summer merchandise." April:
This month's also a good time to take a
little work vacation. It's relatively quiet without major holidays.
spring is "renewal" you can hinge your advertising on this thought:
Renew and do something new. Hire me!
- Work on new
or improved promotional materials.
- Make a new demo or edit an old one.
- Have new
head shots taken.
- Meet with agents and managers to plan promotional strategies.
Podcasts? Now is a good time to write and record them. Air
new podcasts throughout the year as you see fit, yet it's best to space out the
This is also a good month for cold calling. People are in their
offices and often snowbound, or just plain bored! With more time on their
hands, some folks are glad to talk with producers and talents, especially new
When I was a newcomer to this biz, an "old timer" told me that it was easy to have folks get excited about "new." He said that because I was a new voice, people would be clamoring to use me.
He was right. It's when you've been around a market for
awhile that you have to hit the advertising harder.
It's always amazing
what people DON'T KNOW about you! Just last month, I was talking to one of my
agents in Arizona about some of the character voices I do. She didn't know
about all of them, so I mailed her a character demo so she could hear for
Don't forget to sell to your agents now and then! Of course,
you should be doing mail-outs every month. Also, in-person
networking is good any time of year!
about summer promotions! Easter advertisements should have been prepared in February
or March, at the latest.
Swimwear, vacations, beach sounds, and anything that's
relaxing is the ticket now. May:
A summer-themed mailer promotion might be a good
idea. They always look so summery and happy and bright and sunny!
And wedding-themed advertisements...tell them about your ideas
and special usefulness in these efforts now. Summer weddings are such a big
As was the
case in April, summer's just around the corner. Think ''summer weddings." June:
Florists are receptive to advertising
ideas now, too.
The fourth of July ads are coming soon. Those make for
colorful mailers. You're "hot as a firecracker."
Remember to use colorful slogans and
memorable catch phrases to make people notice you.
This is the
height of the wedding season. Your advertising to anyone who makes money from
weddings should have been mailed (at the latest) by April. Jewelers and
florists are tops.
Phone calls this month (and mailers) should be geared to
advertising your services in back-to-school efforts. Later than June to plan
back-to-school is too late.
Ideas for print mailers are easy to come up with.
So are handouts such as pencils and pens with your contact into on them and memo
More back-to-school ads or mailers would
be good. Give ideas for effective voice overs and show your creativity to advertising
agency planners/copy writers/creatives.
Back-to-school tends to be more predictable than some other periods of
the calendar, so put on your thinking cap and get noticed for creativity. It's all about getting noticed in the crowd!
If you're clever enough, you'll be remembered.
Now through October - that's the buzzword. December holidays are primary. Halloween
is also a big source of voice over advertising revenue. Gear up for Halloween
advertising this month. September, October,
Character voices are a "biggie" at all
holidays. If you do some, capitalize on them!
The holidays are here! These include Thanksgiving, but remember that
everyone advertises at this time of year. December:
To stay unique and stand out from the
crowd, advertising your services by mail, phone, or email, probably is best at other times of year. If your advertising centers around the big holidays, be sure your creativity is shining
Calendars sent out in September to December are good because they'll hang on
someone's wall all year (if the calendar is really sharp looking).
Basically, don't do anything new with advertising.
Old timers in voice overs are fond of saying that December's
the best month to leave and lock your studio and vacation! That's not always
true, of course . . . there are exceptions.
Zoller is a voice actor, voice over coach and audiobook narrator based
in Dallas, where she offers personal and group coaching in her studio.
She is currently writing a novel - also to become an audiobook, of
course - based on her experiences as a child actor on the MGM movie lot. And she welcomes speaking on industry podcasts about voice over and audiobooks.
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