"We have always found that people are most
productive with tight budgets, time lines and the
freedom to solve their own problems." John Rollwagen
American Businessman, CEO of Cray Research
Coordinating all of your marketing efforts in an
effective manner represents a challenge to every
business, especially when you are also deeply
involved in the day to day operation of your business.
Creating a promotions plan, promotions
budget, and a promotions calendar
can go a long way towards helping you spend your
marketing dollars more effectively, and assuring that
you meet your goals.
Promotions plan--A comprehensive but highly
targeted and prioritized
promotions plan makes the most of your
marketing
expenditures. It takes the range of possibilities,
including advertising, public relations, Internet
marketing, brochures, direct mail, networking, and
trade shows, and determines the combinations that
are the most
effective for your business.
Promotions Budget --Determine the cost for
each item
and
ensure the overall plan stays within your budget.
When you're making your plan, be sure to identify
all
of the appropriate costs. For example, if you are
planning a direct mail campaign, be sure to take into
account:
- Printing costs for the marketing piece to be
mailed
- Development time and cost to develop the
marketing piece
- Time and cost to assemble and stuff the
marketing piece
- Postage
- List purchase, if required
It's a good idea to obtain several estimates from
different vendors, unless you already have preferred
vendors. Don't assume that everyone charges the
same: competition is everywhere!
Promotions calendar --A promotions calendar
organizes and coordinates all of your promotional
efforts so that each
item complements and supports the other. It also
helps you stay on target with the promotions you
plan.
You should tailor your promotions calendar to
the needs of your business. Following are a few
criteria you may want to include:
- Dates of weeks in the plan. Think at least three
months in advance.
- Names of promotions. For example: "Fun Fair
direct mail campaign"
- Key activities within each promotion. For
example: Create brochure; Purchase mailing list;
Assemble mail pieces
By using your promotions plan, promotions budget,
and promotions calendar, you can get the most out
of your promotional dollar.
Need some help planning promotions for your
business? Click
here.
