They all rely on the importance of timing.

It’s no accident that Subway launched its campaign during an economic recession. Offering a memorable deal on a filling sandwich just when many people are having to cut back on meals out means that Subway can continue to do brisk business even in a crunch –possibly even better business than before. Burger King’s marketing of the Spongebob Squarepants kids’ meal toys didn’t just coincidentally appear at the end of school year, either. More kids at home translates to more kids clamoring to go to Burger King.

And what about that singing fish? McDonald’s purposefully released the commercial with the infectious jingle just before Lent, when some religious denominations eschew meat but still eat fish. McDonald’s sells about 300 million Filet-O-Fish sandwiches each year, and one quarter of those 300 million are during the Lent period. While even McDonald’s couldn’t have foreseen the success of the ad, its timing was every bit calculated.

It’s not just advertisers that are concerned with the “when” of a big release. You’ve probably noticed how many big movies come out in November, just in time for the huge surge in movie attendance. Do you think that many movies just happen to be completed and ready for release all at the same time? Sometimes a movie is even held back to take advantage of the season.

Sometimes books or movies are held back intentionally so that they won’t have to compete with a bigger and better title that they know will get everyone’s attention. They make their debut in a slower season to make a bigger splash. Some products do the opposite, intentionally releasing a similar product at the same time as their competitor to take advantage of the current interest in the subject matter.

You’ll see more weight loss ads in January, when dieters are still trying to stick to their resolutions, and a second surge in late spring, when women panic about bikini season. A large percentage of weddings are in June, but not many bridal shows are; they’re held in January to give brides-to-be a six-month lead to buy their wedding supplies when they plan for those summer weddings.

What’s the lesson here? It should be clear.

The next time you’re working on a project, ask yourself some questions. Would it be beneficial to hasten the work to get it out sooner? Could you maximize profits or interest by holding it back a few months to take advantage of a holiday or event? It’s all in the timing.

Don’t just consider the quality of the work, the budget, and the audience. Consider the calendar.

by Elizabeth Kelly

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