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this week's Marketing
For a Successful Marketing
Why bother with a marketing
The most overlooked reason to
create a marketing plan is to
ensure that you not only do the
right activities to take you to
your goal but that you do them
in the correct sequence. For
example, you may need to start
building a publicity platform
and enlisting allies many months
before you launch a new product
Also, certain promotions need to
be done at a certain time of
year, for instance to jibe with
trade shows, weather patterns or
holidays. A new gadget for
making stews would launch best
to consumers in fall or winter,
not spring, just as you should
be prepared to pitch your
procrastination program the week
between Christmas and New
You also have to make sure
to-do's are scheduled in a
feasible timetable. Too often
I've seen a mad scramble to
squeeze preparations into the
final month, leaving much too
much for the team to finish up.
There's a method and an art to
scheduling and sequencing.
Attention to timing leverages
your efforts to produce the most
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Shorter: Marcia's Mantras, a
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