Worksheet: Marketing Elements by Design
The Marketing Element in Question is… ____________________________
For best results, use a separate worksheet for each potential element in your marketing mix. You will get a much higher return on your marketing investment if you take time to consider these questions before you invest time, money or energy.
| 1. Describe this marketing element. |
|
| Common Marketing Elements | 2. What is the purpose of this marketing effort? |
| Personal Networking Social Networking |
3. If this element is a lead generation activity (and most marketing is), how many leads do you reasonably expect to generate from this activity each month/year? |
| Blogging/Publishing | |
| Advertising Pricing Strategies |
4. What list management/customer management (CRM) tool will you use to store leads by useful sub groups? |
| Direct Mail | |
| Public Relations Media Relations Direct Selling |
5. How will you engage with the leads you acquire from this particular element? In other words, what specific and meaningful ways will you stay in touch? |
| Sampling | |
| Website Event Marketing Cause Marketing |
6. Describe the series of follow-up messages (touches) you will use, to systematically move these leads through your formal sales process--converting a reasonable percentage of them into paying customers? |
| Trade shows/Exhibitions | |
| Speaking Joint Ventures |
7. What is your long term strategy for staying in touch with those who don’t convert in the short-term? |
| 8. How will involvement with this particular marketing element impact your relationship with existing prospects in your pipeline? | |
| 9. How will involvement with this particular marketing element impact your relationship with existing customers? | |
| 10. How does this marketing element fit into your overall business and marketing strategy? Is it really worth doing? Will working on this element keep you from accomplishing marketing tasks that could have a much higher payoff? |
