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Proactive Marketing Proactive Marketing StrategiesStrategies

Objective:

To integrate calendarcentric marketing ideas into your annual sales plan.

Or

Deliver one fresh new money making idea.

Event & Seasonal Marketing Opportunities For Promotional

Products

Presented by:Joel D. Schaffer, MASCEO Soundline LLC

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ARMERARMER

• Appreciation• Recognition• Motivation• Education

• Reinforcement

The five fundamental areas in which you serve a client.

You affect the relationship between the business entity and their two key assets; employees and customers.

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Marketing ConsultantMarketing Consultant

How do we see our role in terms of being a consultant?

• Reactive

• Proactive

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Opportunistic Price MarketingOpportunistic Price Marketing

Presenting and selling promotions or promotional products basedupon a special price condition such as a close-out, price reduction or other value.• Is it a real opportunity within our business?• Is it a real opportunity as related to calendarcentric market

planning?

Opportunistic Event MarketingOpportunistic Event Marketing

Applying and calendar specific theme or event to a promotional

campaign.

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Doing The MathDoing The Math

• 365 Days in a year – 366 Days in a leap year– 365 retail days in a year– 365 internet days in a year– 12 months in a year– 52 weeks in a year– 260 traditional business days in a year (less holidays)– One employee

• Birthday in a year• Service anniversary in a year

– Four quarters in a year– Four seasons in a year

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SeasonalSeasonal SellingSelling

Calendar quarters have bearing on annual purchasing and planning.

Winter Spring Summer FallSummer Facilities Back To School Fall Apparel Spring ApparelGardening Fund Raiser Early Holiday PaintHome Improvement Summer Appael Halloween Co-op DollarsLarge Calendar Sales Real Estate Election AwardsGolf Big Xmas Orders RecognitionCamps Premium Plans

Safety IncentivesHoliday GiftsPaty SuppliesDirect MailTrade Show

A Marketing Plan: What are the best practices to help instigate business in these market areas?

Self PromotionSelf Promotion

What works?How Do You Budget ?

How Do You Get It Done ?

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Self PromotionSelf Promotion

• 100 Names in the pipeline• Fluid list• Regular contact program

– Mail– Phone– Knock on door

• Lumpy Mail• Show Your Creativity

• Referrals• Newspaper clipping• Christmas cards• Network• Public speaking• Chamber• Shows• Phone canvas• Receptionist informant

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Holidays & Regular EventsHolidays & Regular Events

JANUARY JUNE PGA Gold Tour Flag Day Bowl Season Arbor Day

New Years Day -- J anuary 1 Olympic GamesMLK J r Day -- 3rd Monday in J anuary Independence DayInauguration Day -- J anuary 20 (Every 4 years) College FootballChinese New Year Professional FootballGroundhog Day -- February 2 Labor Day - First Monday of SeptValentines Day -- February 14 NBA OpensPresidents Day -- 3rd Monday in February NHL OpensAcademy Awards - February Canadian ThanksgivingIdes Of March Columbus Day -- 2nd Monday in OctoberSt. Patricks Day -- March 17 OktoberfestGood Friday -- 2 days before Easter Halloween -- October 31Easter Sunday -- March or April Election DayApril Fools Day -- April 1 Veterans Day -- November 11Income Tax Due Thanksgiving -- 4th Thursday in NovemberBaseball Season Christmas -- December 25Earth Day -- April 22 New Years Eve -- December 31Final FourGood Friday -- 2 days before EasterNBA & NHL PlayoffsMay Day -- May 1Cinco de Mayo -- May 5Mothers Day -- 2nd Sunday in MayMemorial Day -- Last Monday in MayMay Day -- May 1Graduation Season opensProm season opensCinco de Mayo -- May 5Mothers Day -- 2nd Sunday in MayMemorial Day -- Last Monday in May

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JANUARYJANUARY

Appreciation Health Care Corporate Safety THANK-YOUR-CUSTOMERS GLAUCOMA AWARENESS CREATIVITY PERSONAL SELF-DEFENSE AWARENESS GET TO KNOW YOUR CUSTOMER CERVICAL CANCER SCREENING NEW YEARS' RESOLUTIONS FOR BUS RADON ACTION CUSTOMER SERVICE FAMILY FIT LIFESTYLE SILENT RECORD HOME OFFICE SAFETY AND SECURITY DISC JOCKEY LIFE BALANCE CLEAN UP YOUR COMPUTER SQUIRREL APPRECIATION LOSE WEIGHT/FEEL GREAT GET ORGANIZED MEDICAL GROUP PRACTICE DIET RESOLUTION CLEAN-OFF-YOUR-DESK NURSE ANESTHETISTS

Silly Retail Social Relevance SPEAK UP AND SUCCEED BOOK BLITZ WOMEN'S SELF-EMPOWERMENT BELLY LAUGH COFFEE GOURMET QUALITY OF LIFE COMPLIMENT HOT TEA CELEBRATION OF LIFE FUN AT WORK MAILORDER GARDENING LEARN SPANISH FREETHINKER'S OATMEAL MENTORING NEW YEAR'S RESOLUTIONS HAPPY MEW YEAR FOR CATS PERSONAL TRAINER TRIVIA FINANCIAL WELLNESS WRITE TO CONGRESS THANK GOD IT'S MON! WEALTH MENTALITY HUMANITARIAN SHOW AND TELL AT WORK SKATING *RELIGIOUS FREEDOM TAKE BACK YOUR TIME CUT YOUR ENERGY COSTS POVERTY IN AMERICA HUGGING ™ RETURNS HUNT FOR HAPPINESS ORGANIZE YOUR HOME

The year opens with retail dog days and mega white sales. Mail order has its largest single month for catalog drops. Appreciation season begins as do fiscal year spending budgets

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Retail Social Relevance Health Care Silly BUBBLE GUM BOOST SELF-ESTEEM WOMEN'S HEART HEALTH HANDWRITING ANALYSIS BIRD FEEDING BLACK HISTORY AMD/LOW VISION AWARENESS EXPECT SUCCESS INDEPENDENT REAL ESTATE BROKER PARENT LEADERSHIP *AMERICAN HEART BACHELORS WEDDINGS SENIOR INDEPENDENCE CHILDREN'S DENTAL HEALTH INCONVENIENCE YOURSELF MAN TIME MANAGEMENT PET DENTAL HEALTH SINGLE-TASKING * CONSUMER PROTECTION DUMP YOUR "SIGNIFICANT JERK" WISE HEALTH CARE CONSUMER MY WAY WEAR RED RACE RELATIONS RELATIONSHIP WELLNESS LEAP YEAR SOLO DINERS EAT OUT HAVE-A-HEART WOMEN'S HEART FLORAL DESIGN SELF-RENEWAL PANCAKE YOUTH LEADERSHIP Appreciation Corporate Safety LIBRARY LOVERS' LEADERSHIP SUCCESS COACHING FREELANCE WRITERS APPRECIATION ENGINEERS PATIENT RECOGNITION

GFebruaryGFebruary is a loaded month, with many National holidays and winter festivals. Now is the time to create hospital accounts, or visit them, because February is Heart Month and Valentine’s Day is a key event. Think hearts and think red.

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Health Care Corporate Silly Retail LISTENING AWARENESS ON-HOLD UMBRELLA PIG CAFFEINE AWARENESS ETHICS AWARENESS OPTIMISM PLAN A SOLO VACATION CHRONIC FATIGUE SYNDROME AWARENESS SMALL PRESS PROCRASTINATION FROZEN FOOD COLORECTAL CANCER AWARENESS WRITE A LETTER OF APPRECIATION PANIC COLLISION AWARENESS EYE DONOR COMPANIES THAT CARE WORKPLACE NAPPING CRAFT MULTIPLE SCLEROSIS EDUCATION AND AWARENESS ORGANIZE YOUR HOME OFFICE MARCH FORTH--DO SOMETHING SCRAPBOOKING INDUSTRY KIDNEY BE HEARD CHEERLEADING NUTRITION ® COMMON COURTESY YO-YO CONVENTION SLEEP AWARENESS CLEANING PUPPY

GOOF-OFF PASSION ACT HAPPY ASK A QUESTION

Social Relevance Appreciation SafetyAMERICAN RED CROSS PROFESSIONAL PET SITTERS POISON PREVENTION AWARENESS WOMEN'S HISTORY GHOSTWRITERS WORKPLACE EYE HEALTH & SAFETY STEROID ABUSE PREVENTION SOCIAL WORK SAVE YOUR VISION WORLD OF PRAYER MULTIPLE SCLEROSIS AWARENESS GIRL SCOUT BRAIN AWARENESS GENEALOGY SCHOOL BREAKFAST

MOM AND POP BUSINESS OWNERS DOCTORS' LEGAL ASSISTANTS PROTOCOL OFFICERS

K MARCH KSpring brings a green revolution and a revitalization of every industry from vacation travel to retail. The medical professions sees a wave of recognition days.

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Retail Social Relevance Appreciation Corporate Customer Loyalty Month Wildlife Week Customer Loyalty Month Customer Loyalty MonthConsumer Awareness Earth Day Volunteer Week Workplace Conflict Awareness

Arbor Day Administrative professional Appreciation Stress AwarenessHairstylists Administrative professional Auctioners Day Take Kids To Work

Silly Safety Health CareApril Fool Injury Prevention Cancer Control MonthBoomer Bonus Day Customer Loyalty Month Customer Loyalty MonthNational Fun Day Women's eye Health Safety Donate Life Month Customer Loyalty Month Medication Safety Occupational TherapyJazz Appreciation omnth Drowsy Driver Awareness Parkinson AwarensssKite Month Window Safety Week STD AwarenessHumor Month Play ground Safety Physical WellnessNo Housework Stress AwarenessLicorice Day Medication SafetyTake A Wild Guess Day Alcohol Free WeekendThat Sucks Day D.A.R.E DayBalh Blah Blah Day Volunteer WeekWear Pajamas To Work Personal TrainingHigh Five Day WOC BurseKaraoke Administrative professional

T APRIL TAt last the flowers will bloom, Easter arrives and the sun returns. Keep your eye on home improvement, spring breaks, income tax and financial messages. White sales and garden

sales spring to life. April is a lot about stress, appreciation and tax.

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Retail Corporate SafetyNat Moving Month Business Improvement Correct Posture MonthEgg Month Roberts Rules Good Car KeepingWildflower Week Bike To Work Baby Sitter Safety

Wordsmith Safe BoastingEffectiveness Week

Social Relevance Appreciation Health Care SillyMay Day School Principal Better Hearing & Speeh Executive CoachingLaw Day Stepmothers Family Wellness Barbeque MonthClean Air Teacher Fibromyalgia Salsa MonthPresevation Mo. Nurses Huntington;s Disease Smile MonthOlder American Mo Nightshift Workers Skin Cancer Eat Desert FirstTeen Self Esteem Third Shift Workers Arthrisits Gurm OutDay of Prayer Baby Sitter Hepatitis ParanormalDay of Reason Mothers Mental Health Respect For ChickensBe Kind To Animals Work At Home Moms Neurofiromatosis Hug weekPet Week Police Osteoporosis Limerick DayDonate Day Wages To Charity Meeting Planners Stroke Awarenensss PizzaRace For The Cure Recpetionists Womens helath Care Lost in the 50'sFamily Month Waitstaff Day Nurses No SocksEffectivness Week Teacher Race For The Cure No Diet DayBrothers Day Life Coach Nursing Home week No Homework

V MAY VMay is the month of special months. The list is endless, but some pop out at us. It opens with May Day and closes with Memorial Day. In between there’s a lot of recognition for nurses, teachers and others. There’s a Race For the Cure and the Indy 500 race. Have fun and send a pair of socks on “No Socks Day”.

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Retail Social Relevance Appreciation Health CareDiary Flag Day Husband Caregiver Nursing Asst. Candy Mens' Fathers Day Cancer From Sun MoRose Business Ettiquette Plumbing Pro Prof Wellness Mo

Baby Boomer Recognition Heating & Cooling Pro Cancer Survivor's DayCorporate Silly SafetyLeave Early Day Juggling Day Safety Effective Communications Mo Ball Oint Pen Patented Student Safety Entrepreneurs Marketing Mo Celebration of The Senses Safety

Handshake Day Prevent Eye Injuries

` JUNE ` Simply the biggest month for weddings, proms and graduations. Families start their summer road trips, kids are off to camp. House listings and sales explode on the real estate market. Golf clubs open up north and 50 million people will play the game this year. If you need a good idea for a special day or event listed at the right, give us a call.

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HALFMASHALFMAS

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Retail Social Relevance Appreciation Health CareSecond Half of Year Cell Phone Courtesy Webmaster Wheel Chair BeautificationNat Bikini Mo Family Reunion Mo Personal ChefIndependent Retailers Black Family MoDrive Thru Day Culinary Arts

Children's DayCousins Day

Corporate Silly SafetyBe Nice To NJ Shark AwarenessI Forgot DayGet Out Of The Dog House

, JULY ,

It’s time to wave the red, white and blue for July 4th. We’re halfway through the year and a perfect time to run a half yearly or halfway-to-the-annual-end-of-the-year sale. Beach and

barbecue themes work well with promotions that tie in to “hot-hot-hot” or “cool”. Travelers crowd the roads and skies. The busiest vacation month of the year.

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Social Relevance Silly Appreciation Health CareGirl Friends Day Don't Wait Celebrate Exhibitor Appreciation Cataract AwarenessHappiness Happens Paticularly Proposterous Packaging Psychic Relaxation DayFresh Breath Day Date To Create Professional SpeakersGet Ready For Kindergarten Underware Day Thanks For All The GiftsNight Out Vinyl Record DayHappiness Happens Weird Contest WeekBest Friends Elvis RememberedWomen's Equality Day Be An Angel DayRetail Corporate SafetyGarage Sale Day Black Business Month Cataract AwarenessNational Dog Inventor's MonthMail Order Cat Anniv Aviation Week

3 AUGUST 3A hot and sticky month. Back to school for colleges and kids in the south. Back-to-

school buying and promotions take off as retail spending takes a boost. Fall clothing begins to sell. Hurricane season is full throttle. Baseball consumes sports, but NFL camps open for business. Newspaper ads are at a low, but employment ads pick up

late August; company outings and picnics, amateur softball games and tournaments.

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Retail Social Relevance Appreciation CorporateCOLLEGE SAVINGS PLEASURE YOUR MATE BE KIND TO EDITORS AND WRITERS WOMAN ROAD WARRIOR COUPON REUNION PLANNING NEWSPAPER CARRIER PAYROLL ORGANIC HARVEST UPDATE YOUR RESUME GRANDPARENTS' BOSS/EMPLOYEE EXCHANGE LABOR SUICIDE PREVENTION WONDERFUL WEIRDOS BUILD A BETTER IMAGE LINE DANCE SINGLES DEFENDERS

WOMEN'S FRIENDSHIP WIFE APPRECIATION CITIZENSHIP WORLD PRIEST AMERICAN BUSINESS WOMEN'S ELEPHANT APPRECIATION HUNTING AND FISHING ANCESTOR APPRECIATION ASSISTED LIVING

Health Care Silly SafetyATTENTION DEFICIT DISORDER FALL HAT BACKPACK SAFETY AMERICA GYNECOLOGIC CANCER STRATEGIC THINKING MOLD MENOPAUSE SHAMELESS PROMOTION SKIN CARE ALCOHOL& DRUG ADDICTION RECOVERY SUBLIMINAL COMMUNICATIONS SPORTS AND HOME EYE HEALTH AND SAFETY OSTEOPATHIC MEDICINE ENTHUSIASM CHILDHOOD INJURY PREVENTION OVARIAN CANCER SWAP IDEAS CLEAN HANDS PEDICULOSIS PREVENTION LOVE YOUR FILES * FARM AND RANCH SAFETY AND HEALTH OVARIAN CANCER TALK LIKE A PIRATE CHIMNEY SAFETY PEDIATRIC CANCER DEAR DIARY WOMEN'S HEALTH AND FITNESS INVISIBLE CHRONIC ILLNESS PUNCTUATION REHABILITATION ONE-HIT WONDER PROSTATE CANCER LOVE NOTE

A SEPTEMBER AWe made it through the summer. Labor Day closes it out with a patriotic spirit. It’s time to get down to business. We’re not quite into the 4th quarter, but it feels that way. Corporate execs are doing their budgets and forecasts for next year. Football’s in, World Series on the way. School’s open, autumn clothing sells. About 90 days ‘til Christmas

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b OCTOBER bHealth Care Corporate Silly Safety

EMOTIONAL WELLNESS MONTH CUBICLE DAY EAT BETTER, EAT TOGETHER MONTH CHURCH SAFETY AND SECURITY MONTH HEALTH LITERACY MONTH WOMEN'S SMALL BUSINESS MONTH CHILI MONTH HALLOWEEN SAFETY MONTH LONG TERM CARE PLANNING MONTH INTER STRATEGIC PLANNING MONTH "GAIN THE INSIDE ADVANTAGE" MONTH CRIME PREVENTION MONTH BREAST CANCER AWARENESS MONTH WORK FROM HOME WEEK GO ON A FIELD TRIP MONTH SCHOOL BUS SAFETY WEEK CANINE GOOD HEALTH MONTH BUSINESS WOMEN'S WEEK POPCORN POPPIN' MONTH DENTAL HYGIENE MONTH HOME-BASED BUSINESS WEEK SARCASTICS AWARENESS MONTH DEPRESSION EDUCATION AND AWARENESS MONTH IMPROVE YOUR HOME OFFICE WEEK POSITIVE ATTITUDE MONTH * DISABILITY EMPLOYMENT AWARENESS MONTH BRING YOUR TEDDY BEAR TO WORK DAY SELF-PROMOTION MONTH DISABILITY EMPLOYMENT AWARENESS MONTH RIGHT-BRAINERS RULE MONTH DOWN SYNDROME MONTH KICK-BUTT DAY PHYSICAL THERAPY MONTH CARRY A TUNE WEEKORTHODONTIC HEALTH MONTH GROUCH DAYLIVER AWARENESS MONTH COMING OUT DAYSPINA BIFIDA AWARENESS MONTH WORLD EGG DAY ORGANIZE YOUR MEDICAL INFORMATION MONTH SWEETEST DAYDEPRESSION SCREENING DAY MOLE DAY MENTAL ILLNESS AWARENESS WEEK CRANKY COWORKERS DAY HEPATITIS AWARENESS WEEK MAKE A DIFFERENCE DAYHEALTH EDUCATION WEEK DEVIL'S NIGHTMAMMOGRAPHY DAY KNOCK-KNOCK DAYRetail Social Relevance Appreciation

BOOK MONTH WORLD VEGETARIAN DAY MEDICAL LIBRARIANS MONTHREADING GROUP MONTH ADOPT-A-SHELTER-DOG MONTH PHOTOGRAPHER APPRECIATION MONTHROLLER SKATING MONTH CLASS REUNION MONTH CUSTODIAL WORKERS DAYSEAFOOD MONTH DIVERSITY AWARENESS MONTH PHYSICIAN ASSISTANTS WEEKFINANCIAL PLANNING WEEK DOMESTIC VIOLENCE AWARENESS MONTH NUCLEAR MEDICINE WEEKNEWSPAPER WEEK CHIROPRACTIC MONTH BOSS DAYINTER CREDIT UNION WEEK COMMUNICATE WITH YOUR KID MONTH EMERGENCY NURSES WEEKLOCAL CHAMBER OF COMMERCE DAY DOMESTIC VIOLENCE AWARENESS MONTH SCHOOL LUNCH WEEK

METRIC WEEK EMERGENCY NURSES DAYDIVERSITY DAY MASSAGE THERAPY AWARENESS WEEK

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nNOVEMBERnNovember ushers in the holiday season. In some places, the Christmas merchandise has been out a month. It’s an off year for elections, but campaigns will still be run. Thanksgiving is here and it is the most important business opportunity of the year.

Retail Social Relevance Appreciation Corporate

AUTHORS' DAY CELEBRATE EMPTY NESTER MONTH LIFEWRITING MONTHCOMPUTER SECURITY DAY FAMILY LITERACY DAY EDUCATIONAL SUPPORT PROFESSIONALS DAYMEXICO: DAY OF THE DEAD ADOPTION MONTH FAMILY VOLUNTEER DAYMEN MAKE DINNER DAY GREAT AMERICAN SMOKEOUT DAY SALESPERSON'S DAYSHOPPING REMINDER DAY REMEMBRANCE DAY

Health Care Silly Safety

AMERICAN DIABETES MONTH NAME YOUR PC DAYDIABETIC EYE DISEASE MONTH BUY NOTHING DAYEPILEPSY AWARENESS MONTH FLOSSING DAY FAMILY STORIES MONTH I AM SO THANKFUL MONTHALZHEIMER'S DISEASE MONTH ELECTRONIC GREETINGS DAYLUNG CANCER AWARENESS MONTHAIDS AWARENESS MONTHHOSPICE MONTHFAMILY CAREGIVERS MONTH

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Appreciation Health Care Corporate Safety NATIONAL PAWNBROKERS NATIONAL APLASTIC ANEMIA AWARENESS NATIONAL WRITE A BUSINESS PLAN SAFE TOYS AND GIFTS EXTRAORDINARY WORK TEAM RECOGNITION Silly Retail Social Relevance HOLI HAPPINESS COATS AND TOYS FOR KIDS NATIONAL COMMUNICATE WITH YOUR BABY COOKIE CUTTER NATIONAL TIE SPECIAL KIDS HUMBUG NATIONAL OF THE HORSE *HUMAN RIGHTS ABILITIES INTERNATIONAL SHAREWARE FOREFATHERS' IT'S ABOUT TIME ! *WORLD AIDS NATIONAL WHINER'S ™ NO INTERRUPTIONS LEAP SECOND ADJUSTMENT TIME MAKE UP YOUR MIND UNDERDOG

z DECEMBER zDecember is the simple forecast and the world is consumed with parties and celebrations. Get your invitations out early. 60 days out is New Year’s Eve and safety should be your message. Buyers have funds post-Christmas as bonus checks abound.

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Develop A Marketing PlanDevelop A Marketing Plan

• Identify Target Industries and Applications– Identify Prospect Companies

• New• Existing

– Identify Prospective Buyers

• Define Product & Service• Create & Marketing Plan

– Sales tools– Promotional tools– Product & pricing

• Create A Sales Action Plan– Budgets & Quota– Territorial planning

• Calendar

Set realistic goals that allow you to develop a core competency. Develop a core competency allows you to broaden your sales target. Takes your expertise “global"

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A marketing calendar assists you in launching your marketing vehicles in a way that can drive you to your goal in a structured and thought-out manner. By using a marketing calendar effectively you will not only be enabled to coordinate all your marketing efforts but it also assist you in budgeting your adventures. A marketing calendar can keep you on track, making sure that you are using every opportunity that you have. Most marketing calendars break down the weeks of a year and address the marketing activities that will take place in each week. A calendar will be best used if it is specific, spelling out individual promotions or events. A marketing calendar also crystallizes your focus and allows you to see the investment and value in your marketing program. By doing this you are able to build a consistency in your planning. This again will aid you in preventing marketing lapses that cause the "feast and famine" effect that many businesses experience.

Too Busy ?Too Busy ?

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A simple marketing calendar in your Outlook or similar program will keep your program in focus.

Marketing Marketing CalendarCalendar

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Lasting Image – Quarterly Lumpy Mail Program

LUMPY MAIL SELF PROMOTION

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Thank YouLearners “R” Earners

Comments – Suggestion – Ideas – Inspiration

or a copy of this presentation.

joel@soundline.com