Marketing Plan OutlineProfiting with a Marketing Calendar (page 6)The marketing plan outline that we have shown you on the past 6 pages are easy to follow and focused on the bottom line...profit.This is page 6 of our sample business marketing plan.
The first five points were: 1. Creating your marketing goalThe action you wanted your customer to do whether it be going to your website or picking up the phone and calling you.2. Your unique selling positionWhat makes you different from your competitors.Why should they call you rather than one of the many other businesses clamoring for their attention?3. Who are your customers?Do you know who it is that you want to respond? Do you want your men's hair loss product to get to high-school girls? How about minivan information for junior high students? I didn't think so. So who are your ideal customers?4. Tools for finding customers...5. What will you tell them?6. How much will you commit to this?Your Marketing Calendar
This is because you are observing, adjusting, experimenting and expanding what works and discarding what doesn't. A marketing calendar is very easy to create. An excel file or a sheet of paper work well and they are both free. Your marketing calendar will keep you on track, help you to be prepared and allow you to instantly see how successful one method is over another. Ready? Make 12 rows for 12 months. Make 8 columns for the following:
The outline will take the form of a calendar that will show you at a glance what marketing projects you're doing, when you are doing them, how much capital you're allotting for it and what the results are. Once you see your results you can decide if you want to discontinue or continue that particular marketing venture. For instance, if you spent $1000 and received 50 responses and 5 sales, it would mean it cost you $20 per response and $200 for each sale. If your profit is $600 from each sale you have a winner. 5 sales $600 = $3000. If you only have a $100 profit from each sale you need to rethink your marketing method or turn that " happy" customer into a long-term customer that will keep coming back to spend more. The grade you give in the final column of your marketing plan outline depends on the objectives you want to achieve. Are you looking for an immediate positive cash return or are you more interested in creating long-term customers? I kind of like the idea of both. How about you?
P.S. Would you like to buy a marketing calendar from 1932?
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