Putting Your Marketing Programs Into Motion

Once you decide upon a particular marketing program, you are likely eager to take some action. Before implementing a program, however, you should set measurable goals that tie into a supporting strategy. When planning your programs, be sure to build in ways to track and measure so that later, when analyzing performance, you can tell if a marketing program was successful. Also be sure to document any assumptions you made when goal setting. This will help with post-program analysis. Finally, when choosing any outside vendors for your marketing programs, check out their reliability and reputation.

Developing Action Plans

Some marketing programs will require detailed action plans, others will not. There are likely some you have a handle on – those you can just do. For those programs, there is often little need for formal pen-to-paper (fingers-to-keyboard) planning. A start and completion date may be sufficient. If, however, your program is unfamiliar or complex, something like “Set up an effective, complete affiliate program for my company,” for example, then an action plan could save your sanity. Your action plan should include a description of the program, reference to the general marketing strategy it supports, a budget amount, the person accountable for the project’s completion, and a timeline.

Timelines

The major portion of an action plan is the timeline, which you can reference throughout the project. With a timeline for your project, it is easier to:

1) Know when you are off schedule,

2) Identify why you are off schedule, and

3) Figure out how to get back on schedule.

To create a timeline:

First, list the project’s major tasks in the order they should be finished.

Then, for each task, assign someone the responsibility for completing it. This can be you, someone in your company, or someone outside of your company. (A freelancer, agency, supplier, etc.)

Finally, starting with the first task, fill in a completion date for each. Also include a start date and the number of days needed for completing each task.

You may want to include other information on your marketing program’s timeline as well. Your budget amount for the project, cost of each task, and comments are all useful features. To make adjusting your timeline easier, you can put it on a spreadsheet, use project management software, or set it up on a planning Web site.

Example Action Plan

In this example, a marketing department decides that client research is a high priority item, as input into development of its new Website. If kept completely in-house, an action plan for the research project may look like the one below.

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Client Research Project

Program: Conduct research with key clients to identify specific content for Website. Supports General Marketing Strategy to enhance client service through improved online communication, information, and education.
Budget: $500
Person Accountable: Arthur

Develop client research list
Start - End Date: 2/4/06 - 2/6/06
Cost: $0
Comment: 15 - 20 key clients.

Develop questions for questionnaire
Start - End Date: 2/4/06 - 2/18/06
Cost: $25
Comment: Includes studying up on proper questionnaire form ($25 for market research book).

Conduct Telephone Research
Start - End Date: 2/18/06 – 3/08/06
Cost: $0
Comment: 1-2 respondents per work day.

Compile Research
Start - End Date: 3/08/06 – 3/10/06
Cost: $400
Comment: $16 hours at $25 per hour for assistant.

Interpret Results
Start - End Date: 3/10/06 – 3/12/06
Cost: $0
Comment: Prepare in format useful for input into Website design.

Total Cost: $425
Budget Amount Remaining: $75

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From the timeline, the Marketing Director knows he can begin working on the Website redesign soon after March 12th, the research completion date. Should he fall behind in the research schedule, he will have to either make up the time or delay the site redesign.

6 Common Market Research Mistakes of Small Business

Whether expanding a new line or starting a business, market research for your small business is a necessary component for success. As any business owner learns soon enough, risks are part of business. With limited resources, entrepreneurs know risk needs to be calculated. Employing market research helps you sort out the risks involved.

The benefits of market research for small business range from finding hidden niches and preserving capital to building customer loyalty and identifying more business opportunities with existing customers.

Before you take the path to greater customer understanding by market research, it's
important to know the common pitfalls encountered by small business. Avoid these 6 common mistakes in market research for small business.

Think It's Costly: Bob Kaden, market research expert and author of "Guerrilla Marketing Research" knows too well the challenge small business owners face to afford the costs of conducting market research. Small businesses believe focus groups and surveys are unaffordable. Marketing research costs can range from a few thousand dollars to $25,000 annually.

Should you hire a professional or go it alone? "If you have the time and interest to learn what it takes to do effective research, there is no reason you can't execute the studies yourself at a fraction of the cost it would take you to use a professional," states Kaden in "Guerrilla Marketing Research." On the contrary, Kaden feels a solid market research professional is invaluable. Spend the time to learn what you don't know and need to know.

Try Secondary Research Only: Research comes in 2 forms: primary and secondary. Primary research is first hand knowledge you gain directly from the marketplace and often uses techniques as focus groups and surveys. Secondary research is usually published studies available online or from your library providing broad knowledge about your markets. Learning about your business and industry from secondary research is a good start but primary research allows you to target your efforts and understand customers' attitudes in real time.

Use Web Searching: The Internet has opened up a flood of business information that was once available to big companies or those with money. No doubt conducting secondary market research on Yahoo or Google saves time and money for small business. Search engines mine only a portion of the web and often the good info you need will be part of the deep web or on a paid search like Lexis Nexis. To save money, visit your local library, business center, or college to gain access to the quality information you need at zero cost.

Hit the Wall: Any sizable research project runs into the U-shaped curve. Your enthusiasm and motivation are high at the beginning but as the project progresses you reach a wall. As you start to take in more information, the level of complexity rises. At this point it's easy to lose motivation and cut the research efforts short. Those who persist soon realize it all comes together in the end. To best manage your cycle of motivation for the project, start your secondary market research by getting an understanding of your industry. Don't wait too long to get in the field and talk to potential customers.

Rely on Family Focus Group: A common mistake of new startups is asking those close to you for feedback on your product and service. Those who know you will want to guard your feelings. Friends and family make the worst possible selection of a focus group. You need to talk to real customers about the pros and cons of your offer and use your friends and family as support not market research.

Big Company Attitude: You spent years in your industry and understand customers... who needs market research? You carry plenty of baggage and preconceived notions of customers needs and wants. Test your assumptions on the market for real insight on customer attitudes and behavior.

All too often business owners will downplay the importance of gaining customer insight by market research. It's absurd how many businesses are launched without ever talking to a single potential customer. Avoid the common errors and use market research wisely to position your business for success.

Marketing Strategy: Doing the two step - Part 2

A two step approach to marketing may be much more successful than the currently used my most companies. Employing a two part marketing strategy may often require a radical departure in thinking for many business people. Having prospects self select themselves as customers is just too appealing to pass up, however, even for the most traditional marketer.

An entrepreneur often must be convinced to try a two step marketing program. The two or more step system will very often run counter to the instincts of many business people. Two step marketing is based on giving something away for free, with the hope of getting something back in return. For many business owners and managers, the idea of giving away freebies with no guarantees of returning revenue, runs counter to their nature. There will almsost certainly be objections to this innovative relationship marketing plan.

One objection, as expected, will be that the current marketing program is working very well already. While the current system may be capturing customers, it is very likely not a targeted approach. When you ask the one step marketer who are their customers, they will usually respond that everyone is a prospect. Of course, this is easily proven incorrect. For example, people who don't own homes are not prospects for home improvements or lawn care. A targeted approach will not only bring in more customers and clients, but may also be cheaper to operate as well.



The next objection will be one based on cost. The concern will state that if a business offers free booklets of information, e-books, courses, guides, and samples of products or services, the company's out of pocket expenses will rise. While the initial cost may appear to be higher, very often the overall expenditure will remain the same. Advertising and marketing costs can be transferred from previously unproductive areas to the newer systems. At the same time, many of the items offered as giveaways may have no cash costs involved in delivery.

A third objection will regard the time delay between the giving of the item and the receiving of any business. Of course, the person requesting the information may not be in the market for your product or service immediately. The value of the two step system regarding time is how business prospects are developed over time, creating future customers and clients. While some customers may not appear for a year or more, there will always be some arriving almost immediately. Once the first time lag is past, there will be a steady stream of customers and clients at your company's doorstep.



Another objection arises as to why anyone would believe a two step system would ever work at all in the real world. When a person requests your free booklet on travel safety advice for women, for example, you are providing real value to people. You are also building a relationship built on trust.

The free information recipient will now trust you as a source of knowledge and valuable information. At the same time, the woman needing safe travel tips is very likely to be in the market for travel in the near future. Instead of contacting any of a myriad of travel services, your business will be the first one considered by the female traveler. You have already demonstrated that you have her individual needs and concerns in mind.

It's time to put a two step marketing system in place for your company. Give a little and the rewards will be great for both you and your company's customers.

It's a win-win relationship marketing plan where everyone benefits in the end.

Marketing strategy: Doing the two step - Part 1

You've seen the advertisements in the yellow pages, newspapers, and on brochures. You know the ones. They have several common and recurring themes. There is usually a featured photo of the business owner; and is very often accompanied by a picture of the store or company head office. The ad states prominently how many years the company has been in business, and lists proudly any award received since the beginning of time.

Stating that their business service is the best, their people superior, and their products unmatched is almost required by law for ads of this type. All too often, these traditional style ads provide results that are very disappointing. The owner is left in head scratching mode, and at a loss to explain the ineffectiveness of the expensive marketing program. There has to be a better way to market your products and services.



The advertisements mentioned have several factors in common. The first and most obvious similarity, is the focus being placed on the business, and not on the potential customer or client. While the company is important to the entrepreneur, it is not the centre of the universe in the eyes of the customer. In fact, neither the business nor the owner is important to the prospect at all. For many business owners, that realization is like a splash of cold water in the face.

Customers care about themselves and their needs. The concerns and accomplishments of the business are irrelevant at best. More likely, the company-centric marketing approach turns away more new customers than it gains. If the customer doesn't see their concerns being met, then the customer moves on to the next business. If the entrepreneur fails to focus on the customer or client, an untold amount of business is being let walk past the door, straight to a customer focussed competitor.



There has to be a better way. It's time to try the two step.

Two step marketing is different fundamentally from the ubiquitous single step marketing employed by most companies. One step marketing place an advertisement or places a cold call, for example and expects a resulting sale. Very often, the one step system will work well. All too frequently, however, one step marketing brings in fewer customers than projected by the marketing plan. It's time for a two step approach.

From the beginning, many advertisements and sales calls do not focus on the needs and desires of the potential customer. One step marketing practices are notorious for self concern, rather than on the needs of the prospects. Two step marketing programs, not only shines the spotlight on the needs of the clients, but has the customers select themselves for you as well. Self selected clients are not just found in a dream world, but they are a realistic idea for your business. Two step marketing is practical and can be easily applied to any business plan.

4 Ways to Overcome Marketing Challenges Forever

For most small business owners, marketing is an overwhelming concept. They need marketing solutions that ensure a smooth-running, profitable business yet most don't know where to begin or how to focus their efforts.

90% of small businesses don't even have a marketing plan. It's difficult to reach your destination if you don't know where you're going!

If you're a small business owner looking for ease, focus and marketing success, we recommend that you focus on just 4 tactics:

1. Establish a memorable and unmistakeable brand identity:

   The secret to business success is determined by your ability to powerfully communicate your business with laser precision and your ability to deliver a clearly-defined and consistent experience.

   In a nutshell... it's called branding, and, when done right, it ensures a thriving business with all the customers and profits you need. The secret is to establish a powerful brand identity that sings distinction. And establish that identity before you launch any marketing activities.

2. Create a deep connection with your core target audience - your potential raving fans!

   Who wants and needs what you have to offer? The only wrong answer is "everyone." If you're a pediatrician, you may see infants and children. Are they your target audience? No! They are your patients, but it's the parents you need to connect with to get the kids in your door. And it's not just any parents - it's a definite group of parents.

   In marketing, you get a lot more "bang for your buck" if you focus your spending on a well-defined group of people that you enjoy working with. The better you define this group, the more effective your marketing can be.

3. Design compelling offerings that pull customers in like a magnet.

   80% of all purchase decisions are based on emotion. It's your job as a marketer to know how your customers want to feel and to get them to visualize how your services can meet their needs. People want to know, "What's in it for me?" Tap into the emotion and create offerings that touch your customers.

4. Craft A Personal, Workable Marketing Plan

   Marketing is everything you do to make your product or service more visible, more desirable and more profitable. Your marketing plan will clearly define the big picture and provide focus and direction based on the 4 'P's of Marketing - product, price, place/distribution and promotion.

   Since 90% of small business owners do not have a plan, you'll have a leg up on your competition by crafting your personal, workable marketing plan to ensure that you reach your business goals.

Following these 4 criteria will transform any small business into a money-making machine guaranteed to grow your client list, sales and profits. The upfront work is the secret to a million-dollar business, literally and figuratively.

Planning Ideas

Quick...It's a Marketing Must

Respond quickly to a customer/prospect "request for bid." This gets them "out of the market" quickly and stops them from searching for another source. It also helps establish your reputation as "the person to deal with" in your business.

Your Marketing Budget - Don't Leave It to Luck

3-5% of gross receipts...that's the average amount small businesses spend on marketing annually. Be sure to add an additional 3-5% to all your proposal quotes. When the jobs come in, save that 3-5% to spend on future marketing projects.

Mature Marketing

One of the largest populations in the U.S.: older adults. There's a Web site out there called MATURE MART that offers over 20,000 products that meet the needs of older adults. These include playing cards with enlarged numbers/characters, gift baskets filled with senior-friendly household items, pill alarms and more.

How can your services and products be adjusted and marketed to this ever-growing group?

Who Else Needs What You Already Have?

McDonald's came up with the "Chicken McNuggets" product because their suppliers had old hens who were past their prime. These old hens, known for their dark meat, became "Chicken McNuggets", one of McDonald's most popular products.

Shift focus. Make the most of what you already have. Determine other target markets that need your products or services.

Sales Letter Trick

Write up a draft of your next sales letter. When you're done, put it in your desk drawer for a day. The fact that you've "walked away" from it for a while can help you look on the copy with "fresh eyes." You can then edit your copy more effectively.

Increase Sales to the Customers You Already Have

Create a quick grid that can lead to increased sales and profits. Draw a rectangular box in the middle a piece of 8-1/2" x 11" paper. Along the outside left hand side of the box write the names of your current clients. Write the products and services you offer along the space outside the top of the box. Draw vertical and horizontal lines within the box to separate clients and products/services. Starting with the Client #1, put an "X" in the box that corresponds to all the products/services you are currently offering that client. Do the same for each customer you have. When you're done, look at all the empty boxes. These represent the additional products and services you can sell your current customers.

Mind Your Own Business...Every 30 Days

We're so innundated with images and noise these days that most of us forget what we see and hear in less than 14 days. Sending out a mailing once a business quarter is not enough, especially after you've made the sale. Don't become the "forgotten" business. Remind your customers and prospects of the benefits of your services through customer satisfaction surveys, time-limited offers, "fact of interest" postcards, reprints of articles you have authored, fax newsletters, etc. Consistently keep in touch with the people who can help your business thrive.

Create Time to Sell

Everyone is busy these days. It's very important to maintain your sales schedule during the times when you're just swamped with "paying" projects. Take one day and devote the time to setting sales appointments for the next month. This will help keep "paying" projects in the pipeline.

Late Mail Delivery Helps Your Marketing

33% of all business mail arrives on Monday. Don't get lost in the post-weekend crush. Time the arrival of your mailing so it lands on the prospect's desk later in the week in a smaller pile of mail. You stand a better chance of getting noticed.

Change Never Hurt Business Promotion

Have you just won an award? Moved to larger space? Taken on a new partner? Won a big contract? Take advantage of the change and announce it now. Such communications are a wonderful excuse to keep in touch with your clients.

Put Marketing in Your Agenda

Want to impress your prospects and clients? Prepare a meeting agenda for your "face-to-face" meetings and fax it the prospect/client the day before your appointment. Lets them know that you're organized and that you value their time.

Make it easy on yourself and create a meeting agenda template using a word processing or desktop publishing software package. Just "fill-in-the-blanks" and fax. Good marketing.

What Have You Done To Improve Yourself Lately?

Want more business? Get better! Improve yourself and the knowledge that you already have and you'll be billing more in the long run. In a service business? Learn some new skills that can be used as additional services that you can market to your clients. Examples: 1) Graphics Designer learns how to design Web Sites and markets this expertise to her clients. 2) Management Consultant takes sales writing courses and then earns additional income by helping his clients to overhaul their stale sales letters.
3) Computer Specialist learns the ins and outs of a new popular software program and offers one-on-one training to his clients. Constant improvement leads to steadily increased revenues.

Zoom In...Not Out

Not getting the results you expect from your marketing efforts? Maybe you're spreading yourself too thin. Zoom in! Concentrate on a smaller, more targeted segment of prospects. This new tactic can give your business a jump start, making it easier for you to focus your marketing resources on proving that you can meet these prospects' specific needs.

Market for the Future!

Don't ignore the "start-up" company when it comes to marketing your products or services. Surveys have shown that many of today's affluent buyers still purchase from the people and companies that originally treated them as "winners who were going to make it big."

Old Files Hold New Marketing Clues

Your file cabinet holds clues for increased business. Take some time to review accounts receivable files, job jackets and client files from years past. Many of these documents have the names of folks you've done business with previously, and who may still need your products or services. Using the "old file" method, make a list of folks to call. When you do contact them and you find that some may not need your services now, ask each person for three referrals of folks they know who may need your help. You may also find that some of your past contacts have moved on to new companies or started their own businesses. This reality can open up new opportunities for you. Make the effort to contact these folks at their new locations.

Listen for Better Copy

Want to improve your ads? Some of the most successful ad copy sounds like a conversation between two people...you and your customer. Dust off your tape recorder and schedule some time with a trusted client for a frank discussion about the pros and cons of your products or services. Record your conversation. When you play it back, pay special attention to the phrases and descriptions used by your customer during your talk. Use these phrases throughout your ad copy for better results.

Have Your Niches Changed?

Business niches adjust to keep up with changes in technology or federal or state laws. Keep an eye on the trends that can alter the niches you're prospecting. Contact the Economic Development office in your county or state to find out where you can find these important business stats.