| Jun. 07 2006 at 7:14 PM |
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I can recommend a simple tactic to help lay out your marketing plan. It was developed out of several brainstorming sessions and has proven to be easy and effective. It forces you to focus on the core marketing message first. Then outline different vehicles and tactics you will use to push your core message. Finally, you will detail exactly how each vehicle and tactic will work.
Start out by drawing a rectangle in the middle of a horizontal piece of paper and title that rectangle “Core Message”. Inside the rectangle write your core marketing message – should be under 5 words. I know it's hard but it can be done.
Now draw 6 (or more) lines leading out from that rectangle to additional rectangles. These will be the activators of your core message. Headings for these could be TV, Print, Outdoor, etc… lets get real for a second. We’re all boot-strappers so better activators would be PR, Guerilla Tactics, Trade Show, B2B, Customer Relationship Marketing, Web, Point of Sale, etc. Fill those rectangles with the specifics on how it will work.
By running this exercise you are forced to flesh out an idea completely before you spend any money on activating it. If you find you can’t fill all the tactics to your satisfaction then maybe your core message needs revision.
Aron North
President
Perfect Beverage LLC.
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| Jun. 09 2006 at 2:37 PM |
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Guerilla Tactics and CR Marketing may be the best assets. Trade shows and B2B can get expensive, and PR costs depend on who you're targeting and what your message is. The best PR is if you can motivate journalists to approach you, even (and sometimes especially) those from smaller local publications.
"Forget inspirational quotes to keep you going. If by doing what you do, you get an hour every day to relax, be with the ones you love in comfort without doing wrong, then it is all worth it." -Anon.
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| Jun. 09 2006 at 2:42 PM |
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Right on! And in the planning process, don't forget to focus on the needs of your target audience, the benefits you have to offer, your unique qualities, and the specific beats that media members cover.
Melanie Melanie Rembrandt
CEO, Rembrandt Communications, LLC
For your small business PR and online copywriting needs. Visit www.rembrandtwrites.com for a free newsletter and valuable PR tips and information!
Twitter: RembrandtWrites
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