| Everyone knows that planning is essential to | | | | |
| business. Yet, the average work at home | | | | The calendar will become an integral part of |
| professional does not have a current | | | | your marketing plan throughout the year, so |
| marketing plan. Many don't feel they have the | | | | choose one that has large blocks for you to |
| time or the skills to create a marketing | | | | write in. Resist the urge to use the same |
| plan, however a marketing plan can save both | | | | calendar as you use for all your business and |
| time and money and no special skills are | | | | family needs. You can add marketing tasks to |
| required to create a marketing plan.What can | | | | your general calendar later if having |
| a marketing plan do for your business? | | | | calendars is too confusing, but the planning |
| | | | part should be done with a blank |
| Just creating a marketing plan can benefit | | | | calendar.First, go through each month and |
| most businesses immediately. It gets you | | | | identify the major holidays and events. This |
| thinking about marketing as an ongoing | | | | is easy because most calendars already have |
| investment rather than the haphazard approach | | | | them marked off. Decide which of these |
| that contributes to inconsistent results. | | | | holidays will lend themselves well to your |
| Creating the plan can help clarify and | | | | product or service. For instance, mother's |
| distill your goals into achievable tasks. | | | | day won't be an ideal holiday if you are a |
| Knowing what you are going to advertise and | | | | consultant for toys (though you could try to |
| when helps you narrow down exactly how you | | | | promote certain toys as sanity savers for |
| are going to do it far in advance. Planning | | | | moms the idea probably won't lead to a high |
| in this way can pay off big for your | | | | volume of sales).Second, you will want to |
| business. It can help you stay on budget and | | | | enter dates that are specific to your |
| increasing profit margins by reducing | | | | company. When is your spring product launch? |
| marketing costs. The resulting windfall can | | | | Do you work with a company that has specific |
| be used to pay off debts, re-invest for | | | | campaign start and end dates. Pencil in as |
| growth or put into savings for the future.The | | | | much of this information into your |
| immediate benefits can be quite astounding to | | | | calendar.Now, let's take a minute to go back |
| those new to planning. It can put you ahead | | | | over your holiday or special event |
| of the competition in both advertising space | | | | promotions. If you work with a direct sales |
| and in placement for events, online and off. | | | | company, determine how long does it take for |
| The rules of some of these events prohibit | | | | items to be shipped. Count back from the |
| two representatives of the same company from | | | | event and add three days just in case and |
| participating. By researching the options | | | | write this on your calendar. You can skip |
| early, you can take the time to choose the | | | | adding the three days only if you are |
| events most likely to be profitable for you. | | | | confident that your company always ships with |
| Booking early for these events can ensure | | | | precision and timeliness. Repeat this process |
| that you secure a position at some of the | | | | until you have a date which orders must be in |
| most popular events. Events like craft shows, | | | | by for each holiday and special event. We'll |
| bridal and baby fairs, and other events often | | | | get to the actual marketing and promotion |
| give preferential treatment to those who book | | | | tactics a bit later.Next you'll want to |
| early, including reduced rates, preferential | | | | revisit those company specific dates. Count |
| placement and any number of perks.A marketing | | | | back 8 weeks from the product launch and mark |
| plan can help you budget purchases more | | | | that as the date when you'll start booking |
| effectively. For instance, if you plan to get | | | | forward with hostesses. This will also be the |
| a personalized item, such as pens, printed | | | | date when you begin to call previous |
| for a particular event you can price out the | | | | hostesses and customers to get them lined up |
| options in advance and begin setting aside | | | | for the new season.After you've established |
| money for the expense. If you happen to see a | | | | the basics, you'll want to take a look at |
| good sale or special in the meantime, you may | | | | other promotional opportunities. If you are |
| decide to purchase early, possibly saving a | | | | involved in online or offline fairs, you'll |
| significant amount depending on the sale. | | | | want to slot these into your calendar. |
| Without a plan, you may purchase these sorts | | | | General dates are okay at this point, but be |
| of items without a solid purpose or end up | | | | sure to write these events on your notepad so |
| leaving the decision too late and have to pay | | | | you can investigate and fill in the details |
| for expedited production and delivery. Since | | | | later.Finally, before we put away the |
| these sorts of items are often less expensive | | | | calendar for this exercise, book yourself one |
| with higher quantities, planning in advance | | | | to two days a month to follow up on special |
| can allow you to purchase enough to last | | | | events for your customers. If you haven't |
| through several, if not all, the events you | | | | been making an effort to record things like |
| have planned saving both with the lower unit | | | | birthdays, anniversaries and other special |
| price and by avoiding additional set-up fees | | | | events in your customers' lives, you could be |
| common to most print jobs.Ready? | | | | missing out on some wonderful sales |
| | | | opportunities as well as a chance to connect |
| Relax! This is quite likely not as hard as | | | | to your customers on a personal level.Step |
| you fear it will be. There's no need to face | | | | Four: The Nitty Gritty |
| the process with trepidation. There is no | | | | |
| reason to avoid it as a daunting task that | | | | Now comes the most labor intensive part of |
| you need to procrastinate your way up to.As a | | | | the process, putting it all together. You |
| small business you don't need a fancy program | | | | want to work to align your budget, your dates |
| or any specialized knowledge to create your | | | | and your methods together, so you can create |
| own marketing plan. Your marketing plan | | | | a plan of action to take you through the |
| doesn't need to be drawn out and complicated; | | | | year.Let's take February as an example for a |
| it simply has to meet your needs. You don't | | | | business that sells handcrafted jewelry. In |
| need a marketing plan that conforms to | | | | this business the owner has decided to use |
| corporate level standards. It simply needs to | | | | 10% of last year's income to determine the |
| keep you on track and moving towards your | | | | marketing budget for this year. In February |
| personal business goals.Get Set... | | | | of last year the income was $600, giving a |
| | | | budget of $60 in total. However, it costs the |
| Before you begin, block off at least one | | | | owner a steady rate of $10 per month for |
| hour of time. If you have young children at | | | | hosting charges for a website and has an |
| home, you may want to book two hours to allow | | | | ongoing ad for $5/month at a shop at home |
| time for interruptions. Once you've blocked | | | | website. That leaves $45 for the marketing |
| off this time, you will want to gather up | | | | expenses for this month.She doesn't feel that |
| your supplies.If you are a paper planner you | | | | this is enough for this year because she |
| will need: | | | | really wants to increase sales for this year. |
| | | | She peeks ahead in her marketing calendar and |
| A notepad | | | | sees she has no major promotion for March, |
| | | | and her next big promotion is a spring |
| A calculator | | | | promotion around Easter. She takes half of |
| | | | March's budget of $75 (after website and set |
| A calendar | | | | advertising)and allots the funds February and |
| | | | April ($37.50 each), choosing to do as much |
| A pen | | | | free promotion in March as possible.Now, |
| | | | being handcrafted, it takes time to create |
| A pencil | | | | and ship orders. While some orders can be |
| | | | created in advance, the owner doesn't feel |
| Highlighters | | | | confident in her ability to gauge the most |
| | | | popular pieces in advance. So, she doesn't |
| Post It Notes | | | | like using supplies, if possible until the |
| | | | orders come in. She decides to allow 5 days |
| *Easy Access to past and present business | | | | for production and another 5 for shipping. |
| records | | | | That means all online orders must be in by |
| | | | February 4th for Valentine Delivery and |
| Working near the computer (if you keep your | | | | February 9th for local orders. She decides to |
| records online) or filing cabinet will ensure | | | | run her Valentine Promotion beginning on |
| you can keep working. If your records are all | | | | January 20th. Since the promotion starts in |
| over the place, take the time to gather them | | | | January, she decides to use a percentage of |
| in one place even if they aren't organized. | | | | January's marketing budget $40 (after website |
| You may have to do additional calculations to | | | | and standard ad) for February's promotion as |
| make the marketing plan effective, but at | | | | well. It's an 11 day promotion out of a 31 |
| least you won't have to search the entire | | | | day month, which is 35% of the month. This |
| house to do it.If you are a computer planner | | | | gives a dollar amount of $14.She now was |
| you will want programs that can allow for the | | | | $96.50 to devote to her marketing efforts for |
| simulation of the paper supplies. Most word | | | | the Valentine's Day promotion. Now she has to |
| processors can easily handle this, though you | | | | decide which methods to use to promote her |
| may have to download a calendar template. You | | | | business.She first considers using chocolate |
| may choose to use a scheduling program if you | | | | hearts with her business name on them and |
| are comfortable with using one, but there's | | | | leaving them with a sign and display at the |
| no point to learning a new program for this | | | | local mechanic. Unfortunately, at 25 cents a |
| task. Learning a new program while developing | | | | piece, the 500 minimum is too high to fit the |
| a marketing plan can slow down the creation | | | | budget. She loves the idea though, so makes a |
| process.Go! | | | | note on her notepad to reconsider the idea |
| | | | the following year.She considers putting an |
| First read through all the steps before you | | | | ad in the local paper for the weeks leading |
| begin. This is important because you may | | | | up to Valentine's Day. She would like to be |
| choose to do some of the steps out of | | | | able to afford a display ad, but knows that |
| order.Step One: The Budget | | | | three ads would be more than her budget will |
| | | | allow for at $56.00 for a quarter-page. She |
| Your first task is to develop a marketing | | | | makes a note to call her friend that makes |
| budget. Small businesses often find it | | | | candles, another who creates gift baskets and |
| necessary to budget both money and time. | | | | ask them if they'll consider doing a joint |
| Since money can be rather scarce, especially | | | | ad. She assumes they will and takes $56.00 |
| in the start up stages, you will have to | | | | off her marketing budget.She notes that there |
| invest time to take advantage of free and low | | | | is an online expo that runs a "Love is in the |
| cost alternatives and undertake much of the | | | | Air" expo on February 4th. It's cutting it |
| marketing work yourself.How much to budget is | | | | tight for creation and delivery, but decides |
| a matter of debate. The exact amount will | | | | she's willing to work extra hard if necessary |
| vary depending on the size of your business, | | | | to complete orders that may come in from the |
| your comfort with risk, and your long term | | | | event. She sets aside the $10.00 vendor |
| business goals. Someone with a small business | | | | fee.She then decides that she will use the |
| who wants business to grow big enough to | | | | remainder of her budget to directly market to |
| support her entire family within five years | | | | the customers who bought around this time |
| will choose to spend more than the business | | | | last year. She already has general postcards |
| owner who is content to fund household | | | | and will print up individual letters. She |
| extras.If you are already in business, one | | | | figures printing and postage will take up the |
| way of coming up with a ballpark figure for | | | | last $30.50.With her budget gone, she starts |
| your marketing budget is to review your | | | | to examine free ideas for promotion. She |
| marketing expenses over the past year. If you | | | | decides to write three articles for the |
| haven't been in business for a year, add up | | | | month, one on buying appropriate jewelry |
| what you have spent on marketing so far, | | | | based on a woman's personality, one on |
| divide the amount by the number of months | | | | jewelry care and one on romantic ideas for |
| you've been in business and multiply this | | | | Valentine's Day. She puts the ideas onto her |
| figure by 12. From this yearly figure, decide | | | | notepad and adds writing and distribution to |
| whether you would like to increase, decrease | | | | her list. She also jots down several related |
| or maintain this budget, keeping in mind that | | | | ideas to enter into her blog. Then she thinks |
| you may be able to reduce some marketing | | | | about the specials she will offer to her |
| costs through advance planning. You can add | | | | newsletter list and the ads that she'll |
| or reduce the figure using a set dollar | | | | create for the advertising lists, networks |
| amount or percentages. For example, if you | | | | and forums that she's on.The process is |
| spent $100 on marketing in the past year, you | | | | repeated with each month and each promotional |
| may want to increase it by a modest 10% or a | | | | period that she's set throughout the calendar |
| more aggressive target of $1000 in an effort | | | | year.Step Five: Making it happen |
| to expand.If you are not yet in business and | | | | |
| developing a marketing plan, look at your | | | | Using a PDA or a planner system, putting |
| sales goals and decide on a percentage of | | | | specific tasks and deadlines through the |
| sales (or profit) that you are willing to | | | | calendar year can help keep everything on |
| re-invest into marketing. At 10% a sales goal | | | | track throughout the year. When you |
| of $3000 would net a $300 marketing budget. | | | | experience a lull or slow period in your |
| If you are basing your budget on retail | | | | business you can write ads or articles for |
| sales, you will want to make sure you can | | | | future events. You could even write all your |
| still make a reasonable profit. If you are in | | | | ads for the year at one go, to create a |
| direct sales and receive 40% commission, this | | | | consistent feel and flow. You could create |
| scenario would leave $900 remaining after | | | | blog entries or articles for your newsletter |
| marketing expenses. Adjust the figure up or | | | | months in advance of busy periods, when you |
| down until you feel comfortable committing to | | | | know you'll be too busy to concentrate on |
| it for at least six months no matter what | | | | those tasks. You could also create your web |
| your sales figures dictate.Don't worry too | | | | pages for specials in advance.Step Six: |
| much if your marketing budget seems | | | | Measuring |
| miniscule. There are a variety of ways to | | | | |
| stretch a marketing budget. Look for the | | | | Don't leave measuring your results till the |
| article on this topic (Stretching your | | | | end of your marketing calendar. Assess your |
| marketing dollar) next week.Step Two: The | | | | results after each promotional period or at |
| Methods | | | | minimum once a month. If a certain venue or |
| | | | method isn't working for you, you'll want to |
| After the often challenging task of | | | | adjust your plan and re-allocate your |
| developing a budget, this next step will | | | | resources so they can be put to best |
| undoubtedly be a breeze for you. If you are | | | | use.Other Hints and Tips: |
| already in business make a list of the | | | | |
| methods and venues you are currently using | | | | It's important to keep in mind that |
| and have used in the past year. This includes | | | | marketing takes time to be effective. Don't |
| both free and paid marketing opportunities. | | | | pull an ad after one attempt in a new venue. |
| Things that you might be adding | | | | It takes time and repetition for prospective |
| include:Article Writing | | | | customers to decide to click on over to your |
| | | | site or give you a call.Keep yourself out |
| Networking Groups | | | | there and trying new ways to reach more |
| | | | customers. While it's important to be |
| Online Expos | | | | consistent and stick with venues that work, |
| | | | you want to avoid reaching the point of |
| Advertising Groups | | | | saturation in any area. So keep seeking out |
| | | | new areas to expand into.Always follow up and |
| Newsletter/Ezine Advertising | | | | consider your current and past customers in |
| | | | your marketing approach. Repeat customers are |
| Banner Ads | | | | less expensive to maintain than finding new |
| | | | customers to replace them.Don't forget to |
| Pay Per Click | | | | have fun! Marketing should not be all |
| | | | drudgery and dirty work, it should be |
| Direct Mail | | | | exciting. And with a well thought out plan it |
| | | | should be.Patrysha Korchinski has been a home |
| Flyer/Sample Exchanges | | | | based professional for nearly nine years. |
| | | | Through her business Incredible |
| Prize Giveaways | | | | |
| | | | Impressions she specializes in planning and |
| Press ReleasesAfter you've completed a | | | | promotions for small and home based business |
| comprehensive list of what you've done, | | | | with a variety of services and options |
| create another column or start another page | | | | designed to help make the most of your |
| that covers what you would like to do in the | | | | marketing dollar! |
| coming year.Step Three: The Calendar | | | | |