Impulsive investing in individual marketing tactics is the poorest, most inefficient way to spend your marketing dollars. Instead, create a balanced marketing plan on paper and spread the tactics through every month of the year.
Your marketing budget should include:
- Design of company materials
- Printing
- Postage
- Photography
- Uniforms
- Job site signs
- Brochures
- Media costs
- Anything else that is created to help generate leads.
- Cost of personnel to implement the plan (This may be the most important item since your marketing plan can not succeed without someone to run it.)
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Sample Marketing Program
- $500,000 remodeler
- Marketing Budget 3% = $15,000
- Average Job Size = $15,000
- Needs 33 jobs/year
- Closes 1 out of 4 qualified leads
- Needs 132 qualified leads for the year
- Needs 11 leads per month
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Company Image Materials
Update Logo
Develop Brochure
Paint One Truck
Business Cards for Lead Carpenter
Uniforms
SUB-TOTAL
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$ 1,000
1,200
650
75
300
$ 3,225 |
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Circle of Influence Program
60 Thank You Notes
Customer Gifts
Four Mailings
SUB-TOTAL
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Prospect Program
Job Site Mailings
Freelance Assistance
Job Sign Upgrade,
including labor for building
Two Open Houses
Float in 4 th of July Parade
Networking through Professional
Memberships
Yellow Pages Listing
Ad in Softball League Directory
SUB-TOTAL
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$ 530
1,000
250
1,600
400
660
360
250
$ 5,050
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10% Contingency Fund
Staff to Implement Plan
TOTAL |
$ 1,500
$ 4,160
$14,750 |
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