How many times have you put together a new offering only to put off marketing it until the last moment? If you’re like most companies, the answer is probably “Too many.” Whether it’s planning for a big launch or figuring out how to re-market your evergreen products, you need a promotions calendar that maps out the entire year.

Don’t let marketing be an afterthought. Plan this year’s promotions now. We’ve come up with 4 helpful places to start when considering when to plan your promotions this year.

1. Plan for the Seasons I’m not just talking about big summer blowouts. Your business has seasons it goes through every year. When are your high and low points for the year? Do you consistently have a busy and slow season? Think about how you can create promotions that enhance your best months and help get you over the lulls.

2. Use National Holidays Everyone runs a Christmas special of some sort, but it might not be the strongest choice for your business. Why compete with everyone else when another holiday may be more relevant for what you’re offering? Tying in a holiday like St. Patrick’s Day or Halloween can be a fun way to get your audience engaged with your brand.

3. Highlight Industry Events Are there industry events or conferences you attend annually? Consider how you can incorporate a promotion into an event. Ask attendees to take a selfie at your booth or ask them to use a hashtag and leave a comment on why they should win. Create positive interaction with your brand, and your fans will happily share why they love your product.

4. Do Something Unexpected Just because your product is boring doesn’t mean your promotions have to be. No matter what industry you’re in, you can be interesting and relevant by tying in fresh graphics, current events, and great prizes.