As Dan Kennedy says: The number one thing successful companies do is that they implement their ideas!
To implement means to put a decision, plan, strategy, etc. into effect. That means there is action tied to a strategic purpose, and there is something done. Not being done. Done. Not being put into effect. Put into effect.
There is a “willy-nilly” nature to most entrepreneurs’ activity precisely because steady-handed, methodical implementation of what works most reliably is boring, and putting evergreen systems into effect is difficult and tedious.
Marketing is no different. To be successful you need a system that helps you get things done consistently. I recommend using a monthly promotional binder to help you stay on track.
Every month you should have a meeting where you:
- Review the results from last month’s promotion and advertising.
- Plan the implementation of this month’s promotion and advertising.
- Plan next month’s promotion and advertising.
I still recommend using a three-ring binder for each month’s promotions. Try these sections:
- Promotion outline
- 12-month promotion calendar
- Monthly budgeted sales goal for the promotion
- Plan of action with each task scheduled and assigned to an employee
- Employee training schedule
- Promotion up-selling and cross-selling opportunities
- Vendor support (any possibility of co-op marketing support)
- Promotion results analysis
- Ad layouts
Finally, schedule a set time each month for the meeting and decide who will attend. Assign all of your action steps and make sure the deadlines are clear. I use SmartSheet.com worksheets with Gantt charts to keep track of the work being done by my team.