What Should Marketers Do at the Beginning of Each Year?

Happy New Year… Is It Really?

The start of a new year is often wrapped in excitement, optimism, and big declarations of fresh starts. But for marketers? January doesn’t always feel shiny and new and that’s perfectly okay.

Let’s put it into context.

The new year arrives right on the heels of a demanding business cycle: year-end deadlines, holiday campaigns, tight timelines, and if things went well a profitable close to the year. By the time the confetti settles, many marketers find themselves in what we like to call the “messy middle.”

Welcome to the Messy Middle (January–February)

This season is less about bold launches and more about tying up loose ends. Behind the scenes, marketers are juggling:

• Finalizing budgets from the previous year

• Preparing reports, reviews, and performance analyses

• Concluding vendor and professional service contracts

• Laying the groundwork for upcoming initiatives

And while all of this is happening internally, the work doesn’t stop externally.

You still need to show up for your customers, the ones who rely on your products, services, and storytelling. You still need to engage, inform, and nurture relationships. In many cases, this is also when the story for the next business year quietly begins.

Understanding Your Customers' Reality

Now let’s talk about your audience.

Your customers are likely facing the big B word: broke.

After Christmas shopping, family gatherings, gifting, parties, and ringing in the New Year, many are entering January cautiously. Their focus may be on budgeting, financial restraint, and simply making it to the next salary cycle.

There may be uncertainty, tighter spending habits, and a desire for value over indulgence.

So, What Should Marketers Be Doing Right Now?

Ideally, your annual marketing programmes would have been mapped out in the final quarter of the previous year. But if that didn’t happen, take a deep breath it’s not too late.

The beginning of the year is a beautiful opportunity to lean into intentional, low-pressure strategies that keep your brand visible without overwhelming your audience.

Here are a few thoughtful, low-effort campaigns your customers will genuinely appreciate:

1. Continue Brand-Building Campaigns

This is a wonderful time to focus on who you are, not just what you sell. Reinforce your brand identity, your values, and your promise. Gentle, consistent messaging builds trust especially when customers are being more selective with their spending.

2. Run Simple Contests or Competitions

Contests are cost-effective, engaging, and fun. They create visibility, spark interaction, and give customers the feeling of being rewarded and appreciated without requiring a hard sell.

3. Invite Feedback Through Surveys

January is ideal for reflection. Use surveys or feedback channels to understand how customers experienced your products, services, or promotions. Adding a small incentive can significantly boost participation and shows that you value their voice.

4. Celebrate People, Wins, and Gratitude

Pull back the curtain and spotlight the people who make your business run. Celebrate milestones, team members, loyal customers, and successes from the previous year. Gratitude is powerful and it humanizes your brand beautifully.

5. Offer Thoughtful, Limited-Time Promotions

Well-timed offers or gentle discounts can help customers move past the post-holiday slump. Keep the tone supportive rather than pushy, recognizing that this is a season of financial sensitivity for many.

Reframing the New Year

While the new year is often marketed as a time to “reset” and become a better version of ourselves, for businesses it can feel like a quiet pause, a lull you might be tempted to sit out.

But it doesn’t have to be.

With intention, empathy, and a few smart strategies, the so-called messy middle can become a season of connection, clarity, and quiet momentum.

At Kimalene Regis Consulting, we believe that how you show up between the big moments matters just as much as the big launches themselves. Start the year with warmth, strategy, and grace and let that energy carry you forward.

Although the Christmas season is in the rear view mirror, help marketers create offers and promotions that engage you for the next season and plan their messy middle by taking a minute to respond to the survey below.

Complete our quick survey below to help companies gain insights from you. One respondent can win a $50USD gift card.