The Wax Blog
26 Dec 2015 Marketing Plan task eighteen
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.
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 -
23 Dec 2015 Marketing Plan task seventeen
Today we'll think about new tactics to try for the 2015 Marketing Plan...
22 Dec 2015 Marketing Plan task sixteen
Ready to jump into the last week of our plan? I hope you can see how it's coming together. Now we finally get down to the nitty gritty - tactics. This is where most small business and entrepreneurs live when it comes to marketing, and no...
19 Dec 2015 Marketing Plan task fifteen
Just write down your strategies for your 2015 Marketing Plan. They don't have to be beautifully written, they just have to be written....
18 Dec 2014 Marketing Plan task fourteen
Today we think about our new strategies. You should have two new ones, and some good 'uns from last year you'll do again. Remember these are STRATEGIES not tactics. If you could give one of your strategies to a friend and they could go out...
17 Dec 2014 Marketing Plan task thirteen
Think back to your best customer. Consider the strategies that appealed most to you. Where is the intersection between those appealing strategies and the ones you think will best reach your customer? That's where those two new strategies lie....
16 Dec 2015 Marketing Plan task twelve
Strategies are hard. Don't worry if you feel like you really didn't "get" yesterday's task. Or maybe you came up with too many ideas. Either way it's okay. Strategies are supposed to be the "thinking" part of marketing. So it's important to chew them over....
15 Dec 2015 Marketing Plan task eleven
Your strategies act as guides for your marketing activities, and they direct the tactics you choose. ...
12 Dec 2015 Marketing Plan task number ten
For this task in the 2015 Marketing Plan I just want you to look at your lists from this week. Compare the "channels" you hit up in 2015 with the ones your best customers and desired best customers use. See anything interesting?...