Games People Play

Sounds Like A Plan

Want to get more out of your marketing program in 1997? Nancy Michaels, owner of marketing consulting firm Impression Impact in Concord, Massachusetts, suggests developing a marketing calendar at the beginning of every year. Now's the time to get down to business, so here are a few thoughts to keep in mind as you plan for 1997:


  • Plan and budget for a specified agenda of marketing efforts, but be flexible. Michaels recommends setting aside 3 percent to
    4 percent of your marketing budget for unexpected marketing opportunities.


  • Determine when certain promotions need to be executed, and work backward when planning them. To make your summer sale come off without a hitch, for example, you may need to start working on it in March.


  • If you're planning a holiday-based marketing promotion, make sure the holiday you choose directly applies to your business. For instance, a children's clothing store might want to do something for Halloween; a men's clothing store, on the other hand, probably wouldn't.

However you decide to spend your marketing dollars, it's important to think ahead.

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This article was originally published in the January 1997 print edition of Entrepreneur with the headline: Games People Play.

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