The Importance Of A Marketing Plan - Select what media...
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3. Select what media to use. (i.e., Direct Mail, Television, Radio, etc.)
This decision will depend on both your budget and your target market. If you have not done a good deal of marketing in the past we recommend picking one media to start. This is much easier to keep track of and you will better be able to tell whether or not it is working. Also, since repetition is the key to marketing success, using one media to begin with will help you reach the same people multiple times. If you run a newspaper ad and send out a postcard, you run the risk of the majority of the people only seeing your ad once. However, if you send out the postcard twice you can guarantee that you get your message to the same people twice and you will start to build recognition.
Once you are getting the returns that you want from the first media, or if you decide that it is not working for you, you can branch out into another form of advertising. Over time you will build up a very diverse marketing plan.
4. Make a Schedule and Stick with It.
Figure out how many people you have in your target market. For this example we will use Direct Mail Marketing. If you have a mailing list of people in your target market that has 1500 names, figure out how many times per month you can mail a postcard to them and still stay within your monthly budget. Once you come up with this number, do it!
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