Dear Fellow Marketer:
An outcome of your business planning process ought to be a marketing plan that
outlines the components you need to advance you toward your company vision and
goals. In tandem is your sales plan with specific strategies, tactics and measurements
that will drive customer retention and acquisition – both necessary for the health of
your organization.
An effective marketing plan includes the following:
• Clear business goal(s)
• Marketing goal(s) that are in alignment with them
• Precise market definition to answer the question: Who are our best customers?
• Selected marketing channels that are available to you and will be most effective
• Messaging strategy, meaning what you will say or offer to get a response
• Measurements to define what success looks like
As you know, marketing communications are driven by getting the right message, to
the right people, at the right time using the right medium . . . for less than what you
can do through personal sales. It’s not an exact science, and takes some trial-and-error
to find the right mix of channels and messages. As marketing consultant Kate Dunn
summarizes beginning on
page 6
, a plan is only as good as your ability to faithfully
execute it.
We hope you’ll find insights in this issue to help you start planning your marketing
for 2016. We’re sharing tactical advice on
pages 2-3
for uncovering new leads using
targeted lists for your direct marketing campaigns. And on
pages 10-11
, we’re
offering tips to nurture your existing customers in a more focused way throughout
the year.
There’s lots of other good stuff inside. We hope you’ll spend a few minutes to take
a look and let us know what you think!
Happy Marketing,
[Signature]
[YOUR NAME]
[Title]
[Brand], [City]
P.S. Check out the back cover for information about a FREE marketing planning
webinar we’re sponsoring in November. Awesome speaker. Great content. Actionable
tips. Space is limited so register today!
YOUR
LOGO
HERE
YOUR
PHOTO
HERE
Gasper Lipari
255 York Blvd.
Hamilton - 905-528-2999 x11
