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