Author: Bonnie Harris

Okay, in this task you PULL IT ALL TOGETHER! If you're like me, you probably have a bunch of Word docs scattered - or one that looks like a mess. Or you printed it out and it's covered in handwritten notes. Or maybe you're bloody perfect and it's all written out neatly already. If that is the case, the rest of us hate you and you're done for today. If not, it's time to get your document together. This might take you today and tomorrow, so don't sweat it. Tomorrow's task is REALLY easy. Here is the outline with the information you should have by now: 1. End Goal - This is the sentence where you write in quantifiable terms what you'll achieve in 2015. For most of you, this will be a sales figure. 2. Measurement - How will you measure this, and how often? Again, a sentence or two will suffice. 

First of all, let me say that there are a bajillion pictures of mad scientists out there on the net. This one was my favorite by far. 2015 marketing plan   And why, do you ask, do I need a photo of a mad scientist in the 2015 Marketing Plan? Here is where we begin to think about how we'll test the efficacy of our marketing programs. For most entrepreneurs and small businesses - well, for most people really - we mainly just look at sales. Did we sell more or didn't we? If you wait that long until you review your results you could be dead in the water. Waiting until the end game means that you hold your breath, click your heels three times and hope your marketing works by looking at your numbers every three months or so. Yeah, that's pretty stupid...and why most people hate marketing. Instead you've got to test your results - and you have to test at the tactic level. And in order to do that, you have to decide if the tactic has contributed to the strategy. You've done enough work now to know that your strategies are pretty solid. So here is where you put the guarantee into your marketing plan. Take the 2014 tactics you want to keep - and you know they're good because a) they contribute to a chosen strategy and b) they were effective (3 or more). Add the new tactics you've chosen. And then write down how you'll know if they worked and when you'll check. Here are our tactic examples again, with the test criteria added. What you're really measuring here are the conversions that lead you to your best customer and ultimately to more sales -