Use When
A real business-calendar event creates a legitimate reason for a defined audience to act.
Default Audience / State
Only customers/prospects for whom the launch, season or event is relevant.
Desired Customer Behavior
Take the defined launch/event action: discover, reserve, buy, attend, book or upgrade.
Default Barrier Hypothesis To Validate
Awareness, urgency, relevance, availability, proof or capacity.
80% Message Architecture
- ANNOUNCE/INFORM — what is new and why it matters.
- EDUCATE/PROOF — demonstrate fit/value.
- REMIND/URGENCY — only when deadline, capacity or seasonality is real.
- FINAL CALL if useful — never manufacture scarcity.
Offer Starting Position
Start with value/novelty/access. Discounts are not required merely because a calendar event exists.
Default Suppressions / Exits
Active high-priority lifecycle/service communication may suppress or delay broad promotion. Exclude ineligible geographies, purchasers or sold-out inventory.
Primary KPI
Campaign-specific conversion; incremental revenue/value; capacity utilization where relevant.
Make It Yours
Audience, event window, capacity, urgency basis, creative proof, offer, channels, collision rules and post-action journey.