All businesses should have a marketing calendar!
So what is a marketing calendar?
During the course of the year you should track where your enquiries come from and which ones lead to customers. At the same time you should record which month the enquiries come in to your business so that you can build a picture of which months are your busiest and which ones are the least busy.
Once you have compiled this data you can put this into the form of a calendar and then use this to your businesses advantage. By knowing which months in the year you already get most enquiries; you can then plan further advertising in those months to really capitalise on the months in which your customers are looking to buy.
Secondly, you can look at the months where you are short of enquiries and look at complimentary products to shore up your business in those lean months.