How many quarters does a year have? This question couldn’t be simpler, right?

If every quarter comprises three months, then a year has four quarters. The first quarter (Q1) includes January to March. Consequently, Q2 extends from April to June, Q3 from July to September, and Q4 from October to December. These periods are called fiscal quarters; companies use them to organise and manage financial reports.

However, every year has an invisible quarter that doesn’t appear in financial reports or spreadsheets. Nonetheless, it’s a period that can be highly lucrative for companies that want to stay ahead of the competition. We are talking about Q5.

Now, you might be adding the numbers and concluding that the maths doesn’t make sense. Well, you’re right. Despite being called Q5, this period is not really a quarter. Keep reading to learn more.

What is the Q5 period?

In advertising, Q5 represents the period that stretches from Black Friday to the end of January. During Q5, many large brands take a step back to assess their holiday sales performance and strategise for the upcoming year. This creates a quieter period in the advertising landscape, offering smaller companies – and lead generation agencies – a chance to upscale their efforts with less competition.

Reduced competition leads to cheaper advertising costs, especially online. It allows for more efficient use of advertising budgets and the opportunity to run campaigns that larger brands might otherwise overshadow.

Furthermore, contrary to the assumption that spending drops post-holidays, many consumers are still in the mood to shop. They may have gift cards to spend, unwanted gifts to exchange, or be motivated by a ‘New Year, New Me’ mindset. This continued spending habit presents an ongoing opportunity to attract customers.

How to utilise Q5 for success

Here are some strategic tips to make the most of Q5.

Increase digital marketing spend

Since people spend considerable time online during the holidays, enhancing digital marketing strategies is essential. Invest in social media, search engine marketing, email campaigns, and online advertising. Use engaging, festive-themed content, targeted promotions, and interactive campaigns to maximise your reach and impact. Also, use analytics tools to monitor engagement and adjust your strategies in real-time for optimal results.

Automate as much as possible

Utilise marketing automation tools that handle repetitive tasks like sending emails, posting on social media, and segmenting audiences. This approach saves time and ensures that your marketing efforts remain consistent and effective even when you are not actively managing them.

Additionally, setting up automated response systems for inquiries and feedback can maintain high levels of customer service. By having these systems in place, you can enjoy the holiday season without worrying about daily marketing operations.

Invest in enhanced targeted advertising

Create more precise and impactful advertising campaigns. Segment your audience more effectively and tailor messages to specific groups.

It’s crucial to recognise the differing goals of customers in the pre-Christmas period compared to post-holiday. Before Christmas, consumers typically seek last-minute gifts, so your campaigns should emphasise urgency, convenience, and a wide range of gift options. After the holidays, shift your focus to individuals looking to spend gift cards, exchange gifts, or treat themselves, highlighting your brand’s unique offerings or new year promotions.

Intensify remarketing efforts

Allocate more resources to retargeting campaigns to capture the attention of customers who have shown interest but haven’t yet purchased. Remarketing campaigns are online advertising campaigns that target users who have previously visited a website, app, or seen online content but have not completed a desired action, such as buying something.

This strategy involves displaying ads to these users as they browse other websites or apps, aiming to re-engage and encourage them to return and convert. Retargeting is achieved through cookie-based technology that allows advertisers to anonymously track users’ online activities and serve them relevant ads based on their previous interactions.

The key is to maintain a delicate balance – you want to be persistent enough to ensure your product or service remains top-of-mind but not so aggressive that it becomes off-putting. A well-crafted, phased advertising strategy can effectively guide potential customers towards conversion without overwhelming or alienating them.

Optimise mobile experience

Ensure your website has a responsive design that automatically adjusts to various devices, including smartphones and tablets. Moreover, optimise your page’s loading speed for mobile. The best way to do this is by compressing images, leveraging browser caching, and minimising the use of heavy scripts and plugins. As a result, consumers who are out shopping and cannot find the gift they want at the desired price can purchase online in your store in a matter of minutes.

Redesign your site’s navigation to be mobile-friendly. This includes using large, easily clickable buttons, a simplified menu, and clear calls to action. Avoid clutter and ensure that key information is easily accessible. Ensure all interactive elements, like buttons, links, and forms, are touch-friendly. They should be large enough to be tapped with a finger without zooming in.

Get rid of unsold inventory

The Q5 period is ideal for moving stock that didn’t sell as expected. Be more aggressive with your promotional tactics. Offer a comprehensive range of deals, discounts, or exclusive offers that attract a broader audience. Remember that, after the festive period, people will have less money to spare and, therefore, will prioritise offers and bargains that allow them to buy as much as possible with the least resources.

This approach reduces excess inventory, improves cash flow and frees storage space for upcoming products. Moreover, offering items at discounted prices can attract a different segment of customers who may not have considered your products at full price.

The Q5 period presents an exceptional and valuable opportunity for smaller companies and startups to enhance their market presence and drive sales. Businesses can maximise their profits during this quieter period by focusing on strategies such as targeted digital marketing, retargeting campaigns, and mobile optimisation.

Ready to increase your sales? Talk to our team to learn how we can help.