My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.

Sounds Like A Plan

Nancy Michaels, owner of marketing consulting firm Impression Impact in Concord, Massachusetts, suggests developing a marketing calendar at the beginning of every year.
1 min read
Opinions expressed by Entrepreneur contributors are their own.

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.

More from Entrepreneur

David provides constructive insight to help businesses focus on their company growth, build brand awareness and know when and how to raise money.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur