- PUT YOUR MARKETING DECISIONS INTO AN ACTION PLAN
- TEMPLATE FOR MARKETING ACTION PLAN
- BUDGETING YOUR MARKETING
- MONITORING AND EVALUATION
You are now ready to put all your marketing decisions into an action plan - a summary of all marketing initiatives that have been developed after considering each of the different elements of marketing.
Distribute copies of the action plan to staff - this will help everyone to know where the business is heading and what marketing activities are underway and planned for the future
Plans need to be flexible so that they can take advantage of opportunities as they arise or as the circumstances change. For example:
- new competitors
- changing economic conditions
TEMPLATE FOR MARKETING ACTION PLAN
Download an editable version of this template - you cannot type over this action plan!!
Your action plan is best presented in a simple table format.
|Marketing activity||Resources required||Staff responsible||Deadline||Cost|
BUDGETING YOUR MARKETING
Some of the marketing you undertake will have a cost. There are two options:
- You identify the marketing activities that you would like to undertake if money were no object and then prioritise according to the resources available, or
- Establish the budget that you are prepared to allocate to marketing and then allocate costs against those activities that you determine to be necessary to the success of your business.
MONITORING AND EVALUATION
Marketing is an ongoing process.
Monitoring the results of your marketing activities will help you find out how successful it has been and will assist you with future promotions and advertising.
Ways of measuring the performance of your marketing plan include sales figures, market share, and profit. By keeping accurate records and monitoring sales you will be able to identify the most productive source of your bookings. It is essential you keep your own records about your customers:
- Where did they hear about you?
- Where do they come from?
- Are they families, singles or couples?
- How old are they?
- Have they provided feedback?
- Are they repeat customers?
These questions will help in more effective targeting advertising.