While an Annual Calendar of Promotions and Marketing Campaigns Can Steadily Build Your Revenues, Most Businesses Don’t Keep a Calendar (Or If They Do, They Don’t Follow It).
Here’s What to Include to Generate Instant Income All Year Long. Recently I was talking with a friend in the non-profit sector about how to increase revenue from her charity’s “Annual Campaign.” An annual campaign is the organization’s entire year-long calendar of fund-raising activities — from direct-mail letters to telephone outreach to donor recruitment by board members and more. This got me thinking about businesses that operate for profit. An annual calendar of activity also makes sense. While many business owners have a system for keeping track of their schedules, their meeting agendas, to-do lists and daily calls, how many keep on their desk a “command center” that helps them systematically drive their business forward on a daily basis—by planning and recording progress on new profit centers they want to launch, cash-flow strategies they want to implement, future promotions they want to conduct, and more?
Think about your own business for a moment… Are your income-generation activities planned week-by-week in advance? Do you constantly track your goals, numbers, people, research and other elements that make up an Instant Income-style, cash-flow centered business? Do you check off these daily to-do items as you accomplish them? Do you have a system for easily delegating various aspects of marketing implementation to your staff and outsource vendors? Or do you find yourself constantly scrambling for emergency cash? When I first produced the Instant Income Business Enhancement System home-study course, I included a comprehensive Cash-Flow Calendar that easily lets you plan activities in advance — whether or not you have staff who can implement these activities. Even solo entrepreneurs can use the calendar to stay on track.
But what can be found on a typical annual marketing calendar? Let’s take a look:
New Customer Recruitment — Perhaps the most important revenue activity you will conduct in your business, generating new customers insures not only revenue from current sales, but ongoing revenue later from re-selling, upselling and cross-selling past buyers into other products and services. Just some of the new-customer campaigns you’ll find on a typical calendar include:
- Newspaper & magazine advertising
- Radio spots
- Preview workshops
- Trade shows
- Direct mail
- Speaking engagements
- Marketing-oriented teleseminars
- Referrals from endorsers
Special Offers for Past Buyers — People who have already purchased from you in the past should be targeted with unique offers just for them. Perhaps it’s advance notice of a special sale (or a special customer-only selection or sale day)…or access to obsolete inventory at reduced prices…or offers on special equipment or services that go along with something they’ve already purchased. These scheduled campaigns — whether via email, postal mail or telephone — should speak in language that will appeal specifically to past buyers rather than prospects who haven’t purchased yet.
Internet Marketing and Email Campaigns — Once you have a website that’s designed to attract visitors, capture their email address and sell them products and services, you can begin to schedule: (1) Pay-per-click activity or endorsements that drive traffic to your website, (2) product launch campaigns that substantially boost the size of your email list, and (3) email campaigns to the email addresses you currently have. Over 90 days’ time, you should be able to launch a basic website, begin capturing names, and sell these visitors an entry-level product or service.
New Business Development — While the business owner isn’t necessarily the one doing the work of recruiting new accounts, new referral contacts and other sources of new business, he or she should certainly schedule these activities for a staff person to accomplish. What kinds of new business efforts do we typically see on an annual calendar?
- Recruiting joint venture partners & endorsers
- Developing more distributors/dealers
- Recruiting non-traditional salespeople
- Establishing a professional consortium
- Finding unique retail outlets
- Locating other businesses for which your product can be an add-on
- Finding outside products/services to sell to your customers and prospects
Publicity & Media Relations — One of the most overlooked areas of marketing (and one of the easiest to implement), publicity and media relations should be scheduled and pursued as a low-cost marketing effort. Consider scheduling campaigns like:
- Monthly or bi-weekly press releases distributed over the Internet
- Contacting a list of radio talk-show hosts and producers prior to a new product release or as a follow-up to a sensational news item
- Announcing a new technology or methodology, a new book, a new service or a new market approach
All these campaigns are easy to plan and execute with a little guidance from my latest home-study course, the Instant Income Business Enhancement System. You can read more here.
Until next time,