However,
a marketing plan sitting on a bookshelf does little good if it is not
executed. In fact, most people agree that even a bad plan executed properly
will do more for you than a good plan executed poorly. Bottom line - if
they don't hear from you, they can't respond to you. Follow these tips
and make sure your plan works for you.
Of all tactics in a marketing plan, inevitably the most money is spent
on advertising. Whether it be print, television, radio or electronic,
you need to strategically define your target audience to get the most
for your money. By concentrating your advertising dollars in fewer, more
targeted media, instead of spreading them thinly and reaching non-target
audiences in the process, you will have a better chance of reaching the
clients to whom you really need to send your message.
To increase awareness and brand preference, target press plans at the
same audiences. And, to increase reach to those targets your advertising
misses, create mini-PR plans to inform fringe buyers. After all, prospects
trust news from third-party sources more than advertisements anyway.
Develop communications that stay in touch with your clients. We all know
that loyal customers are the best customers and it is always easier to
keep one you already have than to attract new ones. Custom magazines,
newsletters and e-updates keep your name and products in their minds.
Use these media to introduce clients to new products and services and
share with them how you're helping others.
