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.
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- 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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