September for me has always felt like a time of reset and renewal. There’s something about the change in season, the cooler mornings, and the return to routine after the summer holidays that gives this month the same fresh energy as January. It feels like the start of a new chapter—a chance to reflect, refresh, and re-focus before the final sprint toward the end of the year. If you want to impact your performance for a successful Q4, now’s the time to act.
For many in the food and drink industry, September also marks the beginning of a very active period in the calendar. It’s a month of trade shows and events, with both Speciality & Fine Food Fair and Lunch! taking place. I absolutely love attending both of these events. They’re not just great for seeing what exciting new products are emerging in the market, but also a brilliant way to connect with clients, suppliers, and other industry professionals. There’s a real buzz in the air at these shows – a contagious energy that makes you feel inspired and motivated for the season ahead.
Beyond the trade shows, September is also a critical time to ensure your sales strategy and marketing plans are aligned and set up for success. With the busiest period of the year just around the corner, taking time now to prepare can make all the difference. Here are a few ways to make sure you have a successful Q4:
- Review and Reflect on 2024 So Far
Before diving into the autumn and winter chaos, take a moment to look back. What’s gone well in your business so far this year? What campaigns, content, or strategies have delivered the best results? Take stock of the wins – big or small – and analyse what contributed to your success. Equally important is identifying areas that didn’t perform as expected. Were there gaps in consistency? Was your messaging off? Were there missed opportunities? Use these insights to tweak your plans going forward. Refining your approach now could significantly boost your performance in the final quarter.
- Maximise Trade Show Opportunities
If you’re attending trade shows this month, go in with a clear strategy. Make sure you have business cards ready, your elevator pitch polished, and a have way to quickly and easily capture contact details. More importantly, be proactive about follow-ups. All the leads and connections you gather won’t mean much if you don’t follow through.
Block out time in your diary to send follow-up emails, schedule calls, or arrange meetings within a few days of the event. Staying top of mind is essential for building momentum – especially as we head into the all-important Christmas sales period.
- Start Planning Christmas Campaigns Now
Yes, I said it – Christmas! It might feel early, but retailers and suppliers are already deep into their festive planning. If you wait until October or November to start thinking about your Christmas campaigns, it’ll be too late. Now is the time to get your strategy in place. This includes everything from product inventory and promotional offers to timelines, visuals, and messaging.
- Get Ahead With Content Planning
One of the most empowering things you can do in September is to plan and prepare your content for the next three months. Imagine the relief of knowing your blog posts, email newsletters, and social media content are all mapped out – and even written – in advance. Not only does this reduce the pressure during the busy season, but it also helps maintain consistency in your messaging. If you can get your content and copy sorted now, you’ll free yourself up to focus on customer service, sales conversations, and fulfilment when things really heat up in November and December. If you need some help to do that, just let me know.
- Set Yourself Up for a Strong Finish
By using this month as a launchpad, you can set yourself up for a successful and stress-reduced end to 2024. With your strategy reviewed, campaigns planned, and content prepared, you’ll be in a much stronger position to capitalise on the opportunities that the next few months bring.
Need a Hand With Planning or Execution?
If you’d like support getting your sales and marketing in shape for a successful Q4 – or just need help with content planning or copywriting – I’d love to help. Feel free to get in touch and we can discuss how I can support your sales growth.
Let’s make Q4 your best yet!