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Planning for Effective Marketing – The How


By Rama Beerfas


October 1, 2009 (San Diego’s East County) - We’ve talked about the details of our marketing program: the who, what where, when and why. Those are mapped out and ready to go. Now, we come to the “how.”

A plan can only be successful if it is implemented fully and correctly. Any plan that is put into action only partway has very little chance of success. A well thought-out plan that is not carried out as intended also has limited probability of achieving the set goals. In order to have the best possible odds of attaining the expected objectives, we must coordinate the “how” part of the plan, or the implementation of responsibilities:

o Assign someone to have the primary responsibility for the program. This person will make sure that deadlines are met, that the program components are put into effect as planned, and that the results are monitored and measured.

o Tweak the program as needed. Once results start coming in, it may become necessary to alter parts of the program in order to maximize results. This should be done in consultation with the person running the program, the person who designed the program, and any department heads directly affected by the results. Perhaps a focus group or survey might be useful here as well.

o Follow up in order to reinforce the message. It is very rare for a one-time marketing touch to have significant results. In today’s society, it may take thirteen to fifteen “touchpoints” (times that you touch someone through various marketing efforts), or more, in order for your message to make an impact on your target. A one-time effort without appropriate follow up to keep your message front and center is a waste of time, energy and money in all but the most unusual of cases. Don’t make the mistake of thinking that one-time effort, no matter how engaging a marketing program it is, has done the job for you.

Design a marketing program that realistically encompasses the who, what, where, when and why and then pull it together with a cohesive how, and you will see results.

Rama Beerfas is the Chief Solutions Specialist of San Diego-based Lev Promotions, offering marketing consulting and promotional product programs. Rama also offers seminars and training in topics related to marketing and customer service. She can be reached at (619) 697-2045 or at Please submit requests for column topics to the above e-mail address.

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