Subsection of: Create Your Marketing Plan
Adapted from content excerpted from the American Express® OPEN Small Business Network
Describe the specific marketing tactics you intend to use to reach your target customers – advertising, public relations, or sales promotions, for example. These are the weapons of your marketing strategy. Choose them wisely. Make sure that they agree and support your positioning and your benefits.
It is not necessary to spell out in your marketing plan exactly how you will use each tool. You might want to discuss briefly the purpose and the tone of the various tactics. For example, an Internet consultant might write: “Press releases will focus on our Internet expertise”; “Top management will speak at computer trade shows”; “Print advertising will focus on classifieds in The News’ weekly computer section.” Remember that your marketing plan is your guide – you don’t want to get enmeshed in details.
Here is a list of tools that you might be using. Of course, there are many other marketing weapons you can choose.
Advertising (print, radio, television)
Frequent buyer programs
Give-aways (T-shirts, pens, other ad specialties)
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