“A good plan is like a road map: It shows the final destination and usually the best way to get there.”
H. Stanley Judd
One of the core principles I preach to the business owners I work with is the necessity of operating their business by implementing a Marketing Calendar. Simply put, a Marketing Calendar is a written road map for your marketing activities for a period of time. And, what better time to plan your Marketing Calendar for 2008 than in December of 2007.
If this sounds like a daunting task, it doesn’t need to be if you follow these simple steps for creating your Marketing Calendar:
- Your calendar must be in writing. If it’s not in writing you won’t commit to it.
- Keep it simple. Your Marketing Calender can be stated effectively in 1 or 2 pages.
- Develop a “marketing wish list”. Include all marketing objectives that you would like to accomplish in a given period of time, even if the objective may not be realistic for your budget .
- Develop a realistic marketing budget. Choose those strategies that you can afford.
- Implement an Objective and Strategy to Achieve the Objective approach. State what your marketing objectives are and then the strategies required to achieve your objectives.
Finally, understand that your Marketing Calendar is a dynamic, living document that will change over time. Remember, plans are useless, but planning is essential for the success of your business.
