CREATE YOUR MONEY MAP (Marketing Action Plan): Monitor Your Success

3 02 2017

monitor-your-successWhether you plotted your Marketing Action Plan on a big wall or Google calendar, or even a spreadsheet of your own making, this is your plan to succeed and evaluate as only you can.

If you did indeed create measurable goals, then as you execute each step of your plan you should start to see results, or at least the steps which will lead to the resulting leap.

It’s important to stick to your plan and to share your plan with friends and family, so they can help you in any way you ask. Sometimes just their knowing you have a plan you are determined to succeed at is enough. Often getting their help in sticking with your schedule, preserving your creative time and space, or helping bolster you when it’s time for those sales calls is all so-so valuable.

Then get down and track those measurable items, how many collections, presentations sent, sales leads and sales calls. The last step is to compare your results to your goals. The more detailed you are in each step, the more you’ll be able to adjust your goals and tactics in coming years, as the objectives change and get bigger!

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CREATE YOUR MONEY MAP (Marketing Action Plan): Put Your Tactics on the MAP

2 02 2017

put-your-tactics-on-the-mapWe are coming now to the final step of the MAP (Marketing Action Plan), where you actually put the tactics on your calendar. It’s important to double check that each one of your tactics is detailed enough, so that it includes how much time daily, weekly, monthly you need to achieve the results you want, as well as what budget you’ll require and assistance you’ll need. It’s only with this level of detail will you be able to execute your tactics.

The final Marketing Action Plan will be something you will live and work with every day, so you also want it to be realistic. You may find as you fill in all the blanks that you have bitten off more than you can chew, or that you simply are ignoring important aspects of reaching your financial and other goals. A common mistake is to create a great portfolio, but never allocate the time, energy or budget to building a relevant lead list and/or not following-up with phone calls and emails after sending a collection presentations to manufacturers.

I recommend starting by placing trade shows, product signings and other events that are not ‘moveable’ on your calendar first when laying out your annual Marketing Action Plan.

Make sure you review your promotional tools and create whatever sales materials are needed for trade shows, direct mailings, public relations, etc. Then work backwards to give yourself time to complete them before they are needed.
As you look at your calendar, which is now your Marketing Action Plan, ask yourself these final questions:

  • Have you addressed each objective with tactics that will actually make a difference and achieve those goals?
    If you don’t know what to do, how can you find out? Who can you talk with to create those tactics and learn what to do?
  • Have you considered your personal life and all it entails, so that you are being realistic about your timing and goals?
  • Have you allocated budget to each tactics and goal, and is there enough money to achieve your goals, or do you need to hold off on some items until another year? If so, how does that affect the outcome of your other objectives?
  • When you look at this Marketing Action Plan, do you get excited about the prospect of all you can achieve or does the look and feel of it overwhelm you? If it’s the second, your plan still needs some tweaking.




CREATE YOUR MONEY MAP (Marketing Action Plan): Outline Tactics to Achieve Goals

1 02 2017

outline-tactics-to-achieve-your-goalsHere is where the rubber hits the road, so they say…or the art hits the product.  You need to take the time to carefully write down all the tactics, the exact and detailed steps that you must execute to achieve your marketing goals.  Now if you have been following along, you may remember that ‘Prioritizing Your Products & Promotions’ is really where you need to focus your objectives, and therefore, your tactics.

So how will you spend your time to meet and exceed all those targets? And here is a key fork in the road, because if you don’t know what to do to achieve those goals, you need to get help and some answers.  A bit of mentoring, coaching or colleague advice at these critical points can save you a lot of time and money in the long run. Spend a bit of your time and budget to know you are doing the right thing to get to this year’s finish line.

Once you know what you need to do (and in most cases, your tactics will include times you know what you need to do and some where you needed help figuring it out), then get them down on paper and jot down any related timing and budget issues. It is also important to consider any assistance, and other factors necessary, to complete the tactics.

Here is where you can consider themes to entice new audiences and reconnecting with existing licensees to expand your business.  Also make sure you plan for time to market existing successful collections to new manufacturer licensees.

If creating your own product which you sell to leverage toward future licensing deals, then get those details on your tactic list.  Remember that each item needs to start with its conclusion, so you can work backwards to create a time frame for achieving the goal and incorporating your budget items.





CREATE YOUR MONEY MAP (Marketing Action Plan) IDENTIFY YOUR MARKETING STRATEGIES

16 01 2017

 

I’m going to keep this blog entry simple because here is where creating your MONEY MAP is different than a marketing plan.

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Most marketing plans include positioning, pricing, placement, people, promotion (and other P’s).  They are often long-winded explanations of what you already know, and sometimes actually ignore the well-thought-out ‘planning’ part.

Marketing plans should follow your mission statement and show how you intend to achieve your goals. They are about strategies and then the tactics which will be used.

For artists in the licensing arena, or wanting to be licensors, I recommend your marketing strategies focus on prioritizing your products and promotions.  That’s it.  I’m going to say it again: Prioritize Your Products & Promotions.  If you can execute market-ready products (art/designs/products) that meet consumer needs and promote them successfully to licensing manufacturers, you can virtually ignore your competition (who most likely won’t do this!) and meet or exceed your goals. (Keep reading…we’ll cover how to promote your art licensing collections in many of the days to come.)





CREATE YOUR MONEY MAP (Marketing Action Plan) WRITE YOUR MISSION STATEMENT

13 01 2017

It’s a great exercise to write your own Mission Statement and you’ll be glad you did – once it’s done.  If you have one, I congratulate you! write-your-mission-statement-day-5-final

A mission statement doesn’t need to be a paragraph, if a sentence will do.  Try to incorporate why you are in business, your target audience, what you are selling and your distinction (USP).

If you are one of those who think they don’t need a mission statement, I’d like to suggest that the time and effort put into writing one can help your business grow for several reasons. First, it helps determine your direction; it’s like the North Star or a compass which helps guide your company’s future. Here is how a mission is different from a vision statement; it’s what you must and will do to reach your goal vs. thoughts about your imaged future. Third, it will provide decision-making direction, a framework of sorts for all types of tactics which will keep you on track. Fourth, your mission statement will shape the strategies for reaching goals.  And fifth, when you know where you are going, it makes it easier to evaluate when you are getting off your preferred path, so you can make changes and improvements quickly as necessary.





31 Days of Marketing Tips for All Art Licensors – Tip #8

8 10 2016

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31 Days of Marketing Tips for All Art Licensors – Tip #4

4 10 2016

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