TRO is devoting the next few weeks to assisting agents in developing a 2009 Marketing Plan. Follow along with us each day to gain the traction you need to make 2009 your best year ever.
Yesterday, we laid out the broad parameters of a Marketing Calendar by noting the major holidays and travel seasons and planning to market well ahead of those dates. Now however, we need to specifically calendar other aspects of our 2009 Marketing Plan. In doing so you will have definitive benchmarks against which to measure your marketing progress.
To begin, let’s recall our strategic objectives that we set forth early in our Marketing Plan:
- To grow a client base by 15 new, FIT clients;
- To enhance the professionalism of the practice – retaining existing clients and acquiring new ones;
- To increase profitability by 20% by increasing revenue and watching expenses;
- To create a niche market for the practice, thereby enhancing expertise and unique selling points
To appropriately realize each of these objectives, we should calendar some goals: 4 new FIT clients each quarter, enhanced marketing collateral by December 15, 2008, a niche marketing plan by end of year, and an increase in revenues of 20% each quarter. We can, and will, re-visit our calendar often in the year to make revisions for circumstances as they arise.
Next, set goals for each of your Distribution Channels:
- Advertising
- Public Speaking
- Writing Opportunities
- Press Releases
- Group Leader Program
- Cross Marketing
- Networking
- Newsletters
In each category, support the other aspects of your marketing calendar. Advertise to promote your seasonal and holiday calendar. Look for speaking opportunities that are appropriate to the seasons. Match cross marketing opportunities with travel seasons. How many newsletters will you have out the door by April 30, 2009?
Next week we will talk about properly memorializing our 2009 plan.
Exercise: Finish up your marketing calendar using the guidelines above. When you finish, you will have a great outline for putting your 2009 Marketing Plan into a more formal, written document.
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