Owners Never Plan to Fail but Often Fail to Plan!
By: Pat Kell
You need a marketing plan. Without
one, you are like a person in a dark room trying to find something.
Eventually you may stumble across it, but how much time did you waste
in the process? If you had turned on the lights, the odds are that you
would have found it a lot faster. Let?s see if we can turn on a light
A good marketing plan helps you define goals
and develop activities to achieve those goals. Keep it simple when you
start, but return often to revise and update it. Here are the basic
elements to get you started:
- Describe your Unique Selling Proposition
- Define your Target Market
- Clarify the Benefits of your Club
- Position your Club
- Create your Marketing Communications Plan
- Define your Budget and Resources
- Revisit and Refine your Marketing Plan
How do you tell the world about you? We
refer to this as a marketing communications plan. This plan will match
your available budget of time and money to the most effective means of
distributing your message. The best plan is an integrated program that
has all parts of your tactics working together to promote a consistent
message to your customers.
Your plan should include consideration of marketing methods in these five critical areas:
|Traditional advertising such as direct mail, radio, TV, newspapers.
|Retention, referral, former members, and low user campaigns.
|Health fairs, wellness seminars, payroll stuffers, email blasts.
|Charity events, blood drives, safety fairs, sponsorship opportunities
|Cost effective vehicles such as lead boxes, take-ones, passes, etc.
virtually every entrepreneur or business owner has ideas about how to
market their company?s products or services, few actually have taken
the time to develop a marketing plan. Whether your marketing budget is
$1,000 or $1,000,000, it makes sense to plan out how, where and when
you will spend it throughout the year.
For a free copy of How to create a Marketing Plan, click here