From Wrap-Up to Ramp-Up - keep marketing momentum heading into the new year
Keep marketing momentum as you pass the baton into the new year!
As this year draws to a close, many Australian brands and businesses are wrapping up campaigns, moving stock and chasing final sales targets. But savvy marketers know the end of the year isn’t just about crossing the finish line and winding down, it’s about accelerating into the year ahead.
Sales and marketing teams must use this time to reflect, refine, and reset, ensuring their year-end promotions flow seamlessly into a strong start for next year. End-of-year campaigns and trade initiatives can do more than deliver a short-term spike - they can become powerful springboards for the year ahead.
With smart, connected sales and marketing strategies you can turn year-end energy into long-term success. Now is the time to….
1. Validate Performance and Refine for Next Year
Smart marketers have already used insights from previous years to shape their activity. Now’s the time to evaluate outcomes and identify which tactics and channels truly delivered sustainable growth. Go beyond quick sales results - look at trade engagement, customer retention, and brand strength to understand which promotions built lasting value. These learnings will sharpen your focus and give you a head start heading into next year.
2. Use Trade Marketing to Strengthen Partnerships
Your trade partners are facing the same end-of-year pressure. Support them with coordinated, win-win campaigns: joint displays, bundled offers, or early access to upcoming product launches. Recognising and rewarding top-performing partners reinforces loyalty and builds goodwill that carries through into Q1 and beyond. A strong finish now sets the tone for strong collaboration in the new year.
3. Build Excitement with a Prelude to Next Year
Don’t let your campaigns from this year be the final word. Hint at what’s next. A quick preview of next year's activity, from new products to brand campaigns or trade incentives, can build real anticipation. Give your customers or trade network a taste of what’s ahead with digital teasers, early access offers or sneak peeks that keep your brand front of mind beyond the Christmas / New Year break.
4. Plan for Smart Starts, Not Slow Starts
Too many businesses lose valuable time in January by waiting for teams to regroup. Use November and December to lock in your Q1 and plan your Q2 promotional calendar, trade activations, and launch plans now. A clear and confident start to the coming year ensures your brand hits the market early, keeps visibility high, and maintains the momentum you’ve built through the final quarter.
In Summary
The final stretch of the year isn’t the finish line - it’s your launching pad into the next. By combining to-date analysis, strong trade relationships and promotional planning you can pass the baton using year’s wins to generate next year’s growth.
Make your yearly wrap-up the start of something bigger!
For support with sales promotion planning in the coming weeks, month and beyond contact: Peter McKinnon (03) 9646 5644 / peter@samsales.com.au
