Formulating Your Campaign: When

Step 4 of the We Do Your Marketing Way

Once you know what you are promoting (Aim), who you are targeting (Archetype), and where your campaign will live (Where), the next critical factor is timing.

Even the strongest campaign will fail if it appears:

When determines readiness. Readiness determines conversion.

Why Timing Is a Psychological Trigger

Human decision-making is not constant. People move through cycles of:

Your campaign must align with when the audience is most open to influence. If you interrupt at the wrong moment, you create resistance. If you appear at the right moment, you create momentum.

Timing controls:

4.1) Seasonality

Understanding Time-Based Behaviour Shifts

Seasonality refers to predictable changes in demand based on time of year, economic cycles, and behavioural patterns.

Different industries experience different seasonal pressure points:

Examples of Seasonal Effects:

Seasonality affects:

A campaign launched at the wrong seasonal point can underperform by default — regardless of quality.

4.2) Timing Based on Channel

Every Platform Operates on a Different Behaviour Cycle

Each marketing channel places the user in a different mental and behavioural state.

For example:

This means:

Good timing ensures:

4.3) Campaign Length

Short Bursts vs Long-Form Influence

Campaign length must align with:

Short Campaigns Are Best For:

These rely on:

Long Campaigns Are Best For:

These rely on:

Choosing the wrong campaign length results in:

4.4) Decision-Making Cycles

Understanding How Long People Take to Decide

Not all decisions are made at the same speed. The time it takes to convert depends on:

Typical Decision Speeds:

Your campaign must match:

If you rush a slow decision-maker, you cause hesitation.

If you slow down a fast decision-maker, you lose momentum.

How “When” Connects to Psychology

Different DISC profiles respond to time differently:

D-types → Fast action, low patience, urgency driven
I-types → Emotion first, excitement driven
S-types → Slow trust building, reassurance required
C-types → Long validation cycles, proof dependent

Your campaign timing must match:

Decision speed
Risk tolerance
Need for reassurance
Emotional vs logical dominance

Timing is therefore not just operational — it is behavioural.

Final Step: Control the Reaction →

Move to Step 5 – Reaction to engineer emotion, chemistry, and response.

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Aim

Archetype

Where

When

Reaction