Happy New Year!
One of the remarkable things about working in Israel is the extension of the summer downtime through mid-October, due to the Jewish holidays of Rosh HaShana, Yom Kippur and Sukkot. In addition to the heavy vacation schedule of July and August experienced by most of Europe, many Israeli companies actually close their doors for entire weeks at a time during the September/October holiday period.
But closing the doors of the offices themselves doesn’t mean shutting down operations. Manufacturing is still being done for product companies, and services are still being provided by those companies that offer services.
However, when it comes to marketing and PR, it seems Israeli companies see value in scaling back activity during these months, when in fact the opposite should be true.
Why? Because newspapers, magazines, websites, television and radio still need stories. They all publish articles or broadcast stories on a regular basis, and they – to be sure – do NOT take off three months for vacations and the Jewish holidays.
And that is why Israeli companies that are serious about their marketing should see the tremendous opportunity available to them during this time of year. And the beauty of it all is that by simply continuing their marketing activities at the usual level, the impact can be that much greater!
Listen, the marketing/PR game is one of momentum in any case, so there really is no good argument for scaling back activity at any time during the year. But when there is such a news vacuum during the summer that companies can fill easily, it seems unfortunate that companies aren’t taking better advantage of this golden opportunity.
But here’s something to consider: Perhaps their competitors ARE taking advantage of it …
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