Marketing plan for the second year of business
Now that I’m sitting here with a bit of hindsight, I can see that what I thought was a decent marketing plan before launching wasn’t much of a plan at all. Our first year was very reactionary. As opportunities were thrown at us we’d decide if they sounded like a good idea or not - and we’d see where we could stretch the budget to jump on board.
So, now that we’re entering year two of being in business, we sat down and had a marketing plan meeting. We’re changing course in some ways and are going to try a couple of new things. In other ways, we just need to be more committed.
This doesn’t mean that we won’t evaluate new opportunities as they come our way, but we’re committed to not give into the sense of urgency that is put on every single opportunity.
We also made the concrete decisions for the first quarter - we’re skipping on some magazine advertisements in favor of a couple of more direct sales routes. We’re focusing on our in-store displays and marketing materials a little more and we’re picking up sales reps so we can focus on direct boutique sales more than trade shows. We’ll also do small ads on some online sites, which is much less cost than magazine advertisements. We’ll commit more a regular newsletter and direct mailing also.
Now all we have to do is actually implement the plan!!
5 comments October 29th, 2007