business card, stationery, brochures, web site, etc.

Some activities suit your product/service and target group better than
others. Always remember to relate expenses to earnings potential. Do not
use expensive TV commercials to sell cheap pencils which are only sold in
50 shops.

Working out a Marketing Plan
Working out a schematic overview gives you the best control of your
activities – see below:

• Pick the best suitable activities for your present situation
• Schedule a fixed duration of your marketing campaign – e.g. 12
weeks
• Save a column for amounts – and your overview becomes a budget
too
• List all activities according to priority
• Tick off which week to carry out each activity
• Reserve time for follow-ups and appointments
• Run continuous evaluations of the impact of your efforts
• Beware of dead periods – e.g. summer holidays and other holidays



1 2 3 4 5 Amount
ACTIVITY / WEEK

x - - x - xxxxx
Advertising
Follow-up by phone - x - - x -
Sales visits - - x x - -
Prepare sales letters x - - - - -
Sales letters mailouts - x - - x xxxxx
Follow-up by phone - x - - x -
Sales visits - - x x - -
Impact evaluation - - - - x -

Notes
Marketing and activity planning is not something to be carried out only
once. Your marketing plan must undergo regular updates and adjustments.
It is also necessary to run regular evaluations of the impact of your
activities. What is the feedback on your advertisement? Is the number of
inquiries commensurate with the marketing effort?

In connection with the planning you should also consider which activities to
handle by yourself and which you need professional assistance for. Also, it
is important to not launch more activities than you will be able to follow up
on.
Find booklet at www.DynamicBusinessPlan.com addressing Sales and
Marketing

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