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.
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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): Establish Your Marketing Goals

31 01 2017

establish-your-marketing-goalsI hope over the last couple of weeks you have thought about your business in a new detailed way. Now it is time to take all that knowledge and create your marketing goals. Goals are a very interesting breed of objectives. These targets create the purpose for your every activity related to business and they have some very specific qualities.

Remember that goals need to be quantifiable, which means measurable in marketing language. And you need to have goals that are related to sales.

For art licensors, I suggest you start with identifying your new, or first, cornerstone product categories. Here is where you identify that you want to license your art on sports equipment, housewares, party supplies, stationery, greeting cards, gift items or domestics.

Here is where you should target how many deals/licenses you want to close during the year and how many new retail products you want on the shelves in the future. I suggest you also create other achievements as goals, such as brand awareness, audience exposure and product demand, which will create leverage for future deals.

So write out your key goals, those that will help you build revenue in your business.





CREATE YOUR MONEY MAP (Marketing Action Plan) Direct Marketing

23 01 2017

When thinking about putting direct marketing on your MAP (Marketing Action Plan) and subsequently onto your calendar, you will want to consider a plan for releasing new collections that you can stick to.

cymm-day-direct-marketing

If you are developing collections for a trade show, then perhaps pick 2 or at the most 3 other times during the year to launch your latest work. Your direct marketing should include updating your website, sending sales letters (or emails), and launching direct mail campaigns (electronic or printed) for each wave of new collections created.

You can do your direct mailing campaigns to via a low-cost (Constant Contact) or no-cost (Mail Chimp) email service.  But be aware that if you send a generic piece to an email list, it is likely your email, whether a promotion or a portfolio release will go to their spam folder. Avoid this pitfall by collecting personal names and emails whenever possible. These services can usually get an email into their personal in-box if it includes their name.

Other alternatives include sending individual emails to clients and prospects with one PDF attached or a link to a new section of your online portfolio, as well as the old-fashioned and still impressive (yet wildly more expensive) direct mail piece.

Direct marketing needs to be scheduled so you don’t forget to do it.  Really, it’s one of the most important promotional tools you have at your fingertips. And don’t forget to try and schedule your efforts around the manufacturers’ trade show schedules.





31 Days of Marketing Tips for All Art Licensors- Tip #21

21 10 2016

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31 Days of Marketing Tips for All Art Licensors- Tip #16

16 10 2016

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31 Days of Marketing Tips for All Art Licensors – Tip #1

1 10 2016

For many years now, I have been addressing the concerns of creators, through coaching, classes and blogging. While understanding the licensing model and its process is very important to being in this business, it really all boils down to two things. First, do you have a creative asset, whether it’s a cartoon character, art, writings or some other creative endeavor, and the desire to have it out in the marketplace? And, secondly, do you have the ability to sell it to others, both to businesses who can help you grow (B2B) the end-users, your fans and consumers (B2C)?

So literally, it’s your creativity and ability to market what you create that will make or break your capacity to build a business. Many creators have a passion for getting their work into the marketplace and into the hands of fans across the country and the world. However, that fiery passion becomes sludge in their veins when it comes to thoughts of marketing their work.

I see it every day. Honestly, the brands, art and characters that ‘make it’ are the ones which have a person and team to persistently sell and leverage their intellectual property assets. If you want to sell your art, either directly or through licensing, the same marketing skills are needed and it’s time for artists to get it through their heads (and hearts) that marketing and sales are not the enemy! They are in fact the only lifeline you have to creating an income from your ideas.

For the month of October, I am offering a terrific place to start with developing your marketing and sales skills. Some are small steps you can take to improve your marketing and sales, and improve your business.  They may be small quotes, but they are based on big ideas, and they all need to be practiced and accomplished.31-days-of-marketing-tips-for-all-art-licensors-tip-1

 

 








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