Promotion Effectiveness
Promotion Effectiveness
A Simple, Practical Marketing Plan
Most small businesses would benefit from a simple, practical marketing plan that you can put into action immediately. This means concentrating on just the practical, promotional aspects that will lead to RESULTS. The good news is that you can do it yourself.
Here is a simple format:
Marketing Plan
• 1. Targets • 2. Objectives • 3. Tactics • 4. Implementation • 5. Timeline • 6. Budget • 7. Evaluate
Let's go through each in turn:
Targets
This is where you identify the exact types of customers you want to sell to over the next year. These could be to your existing customers or to new customers. For example, your targets for next year might be: • Existing customers who have spent over £200 with you; • If you sell to a certain type of customer at the moment, then try to target the same type of customer in a different suburb; • If you sell to a certain type of person, then are there any other types that will also require what you sell: for example, business people? • When promoting a product, think of the most likely person who would buy it, and the most likely way advertising would work. • Or any other type of relevant target group of people interested in what you sell.
As a sports store you are best to focus on your existing customers first, and then passing traffic.
The whole point here is to establish exactly whom you're going to spend most of your marketing efforts on in the coming year. It's impossible to market to everyone (both too hard and too expensive), so instead, just concentrate on the targets that you have listed.
Remember it's always easier to sell more to your existing customers than to people who have never bought off you before.
Objectives
List what you want to achieve for each of the targets mentioned above. The idea is to be as brief as possible, and to quantify (make measurable) as much as
A Simple, Practical Marketing Plan
Most small businesses would benefit from a simple, practical marketing plan that you can put into action immediately. This means concentrating on just the practical, promotional aspects that will lead to RESULTS. The good news is that you can do it yourself.
Here is a simple format:
Marketing Plan
• 1. Targets • 2. Objectives • 3. Tactics • 4. Implementation • 5. Timeline • 6. Budget • 7. Evaluate
Let's go through each in turn:
Targets
This is where you identify the exact types of customers you want to sell to over the next year. These could be to your existing customers or to new customers. For example, your targets for next year might be: • Existing customers who have spent over £200 with you; • If you sell to a certain type of customer at the moment, then try to target the same type of customer in a different suburb; • If you sell to a certain type of person, then are there any other types that will also require what you sell: for example, business people? • When promoting a product, think of the most likely person who would buy it, and the most likely way advertising would work. • Or any other type of relevant target group of people interested in what you sell.
As a sports store you are best to focus on your existing customers first, and then passing traffic.
The whole point here is to establish exactly whom you're going to spend most of your marketing efforts on in the coming year. It's impossible to market to everyone (both too hard and too expensive), so instead, just concentrate on the targets that you have listed.
Remember it's always easier to sell more to your existing customers than to people who have never bought off you before.
Objectives
List what you want to achieve for each of the targets mentioned above. The idea is to be as brief as possible, and to quantify (make measurable) as much as