Timing

This rule is relatively straight forward: you can have
the best copy, the best design, the best offer, and the
best product or service - it will flop if the timing is poor.

The example that Levinson gives is a new ski bus
service in a year with no snow.

Good idea. Terrible timing. So long, good idea.

Because not all time is created equal, you want to
broadcast your marketing so that it builds on events
that support your offering and diminishes the effects
of those that will detract from it.

One of my clients was able to take advantage of
timing for the advertising of a "Cultural Diversity
Workshop". About 10 days before the event, an elected
official made a racist remark in the press. Result?
Several public officials attended the workshop.

You may want to rely less upon ignorance and plan your
timing upon more predictable events (although public
officials making uninformed remarks may be all too
predictable) . You could intentionally launch a
campaign in the off-season when your larger
competitors won't outspend you.

If it is true that luck favors the well-prepared, you will
get lucky by making sure that you have written materials
on hand so that you can respond to requests and events
in a timely manner. You can rollout your materials while
taking advantage of the relevance of the weather and
current events.