The Nuts and Bolts of Marketing Plans · The Nuts and Bolts of Marketing Plans The Nuts and Bolts of Marketing Plans Focusing on Best Practices for: 1. Promoting a single product

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The Nuts and Bolts of Marketing Plans

The Nuts and Bolts of Marketing Plans Focusing on Best Practices for:

1. Promoting a single product vs. an entire product line.

2. Tactics for mixing print (direct mail), email and social media

3. Mailing list management

4. Frequency management (scheduling multiple touches)

Marketing Plan-“The annual planning document that sets the marketing direction for a product, service or com-pany. It spells out the strategies, tactics, timelines and budgetary details for accomplishing the marketing objectives.” Stand Out From the Crowd, Lipe, 2006 Kaplan Publishing. A marketing plan also includes the look, feel and message of the marketing piece. Designing a marketing piece is beyond the scope of this paper.

1. Promoting a Single Product vs. an Entire Product Line

Although our organizations have annual marketing plans, we also need to create individual marketing plans for each seminar or product we are selling to our customers. When designing a marketing plan one needs to consider timing, the cost of advertising the product/seminar, access to good mailing lists, frequency management and the availability of internal resources to help with the marketing.

At Minnesota CLE, we plan and design about 140 live, in-class seminars a year, including 16+ institutes or con-ferences. A seminar is usually a full or half-day event focusing on a basic, intermediate or advanced area of the law, held at our Minneapolis Conference Center. Seminars may be as small as 40 attendees up to 300 attendees. In con-trast, an institute or conference is an annual event, designed to cover the breadth of the law in the past year. Institutes and conferences are one or more days and generally offer plenary sessions as well as up to 10 breakout sessions per hour. Institutes and conferences vary in size from about 50 at our Agriculture Law Conference to 1200+ at our Real Estate and Employment Law Institutes. We promote a single day course, a multi-day Institute and the launch of a new product line in different ways.

The marketing plan for a single day seminar is usually very simplistic. Our goal is to send a printed brochure 6-8 weeks ahead of the seminar date. The look and size of the brochure vary. A determining factor is whether it is a new seminar topic where we are attempting to make a major splash with the seminar brochure. Then, we might design a 4-color 4-panel 8.5”x11” brochure. If it is a course repeated year after year we often design a two-color brochure that is 1/3 or 1/2 the size of 8.5”x11” brochure.

In contrast, the brochure for an annual institute or conference is a huge marketing piece. The brochure is a 16-page, 4-color, saddle stitched booklet that describes every presentation and highlights the many bonuses for at-tending. Early bird letters are sent to past attendees with discounts to encourage early registration. Emails, dates and information listed on the website and signage at our Conference Center are all incorporated into an institute campaign to get the word out about the institute.

For a new product rollout, we try to introduce the new product in every format available. We use a catalog of the product as the main marketing piece. Other marketing pieces used are: 6.125” x 11.5” postcard, 2-sided colored insert in 3-ring seminar binders, window shade banners at out-of-house institutes and at the conference center, ads in the local bar magazine, epromos, product giveaways at institutes, social media, etc.

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Throughout this paper I will compare the marketing plans for 3 products at Minnesota CLE:

1. The Business of Law Seminar

2. The Real Estate Institute – An annual institute of 1200+ attendees

3. LinkedLaw – An electronic publication product line

A. The Business of Law Seminar

The Business of Law Seminar (10/15/14) was an interactive one-day workshop for established solo and small firm attorneys looking to grow their practice –with practical advice from successful solo and small firm manag-ing partners. The advertising piece was a 4-panel, 4-color brochure. This marketing plan follows the usual procedure for a seminar at Minnesota CLE. A hardcopy brochure is designed and sent 2-3 times, 6-8 weeks before a course (more details on who received these brochures in Section 3). If attendance is low or if the mailing goes out late, many times 1-2 emails will be sent first to the entire bar and second to a focused list. Every seminar is advertised on our website with its own detail page, and published in a hardcopy list of upcoming our courses. This is the first time we ever offered this seminar, 87 people attended. The cost to attend was $195.

B. The Real Estate Institute

The Real Estate Institute (REI) is a two-day event (11/13+14/14) with over 50 breakout sessions. It includes 3 2-hour bonus programs on the second day and 2 free webcasts in the weeks after the Institute. This institute is a major marketing event. Two Early Bird letters are sent to past attendees to encourage registration in July for a sav-ings of $60 and early registration in August for a savings of $40. These letters are sent before the brochure is final-ized. 24,000 brochures were sent via direct mail. 7 emails campaigns were sent (more details on who received these mailings in Section 3). The institute was advertised on our website with its own detail page, and also published in a hardcopy list of upcoming our courses. This is the 32nd year of this Institute. 1,200 people attended this institute. The cost to attend was $445.

As you can see, there is a substantial difference in the marketing plan for a one-day seminar and a multi-day institute. We do not have the resources to apply the Real Estate Institute marketing plan to all 140 seminar events. The cost of attending the course is a good indicator of the amount of financial and man-power resources we want to expend on a seminar.

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Best Practices for a Single and Multi-day Course

1. Focus your resources on the intended audience, don’t send to non-pur-chasers.

2. Monitor registrations in view of the marketing piece mailing date. When did registrations start rolling in?

3. Did you get the most registrations after the first mailing hit or after a later mailing landed?

4. What was the response to your epromos? When does interest peak and when does interest wan?

5. Compared to other similar courses is there a pattern for when registrations peak?

6. After the seminar, review your attendee list. Who attended? Did you gain any new customers?

7. Did your mailing plan work? Review your profit and loss statement. Is this seminar worth repeating next year?

C. LinkedLaw

LinkedLaw is a web-based product on Minnesota CLE’s website. LinkedLaw Deskbooks are available 24/7 online, via a computer or mobile device. In addition to being fully searchable, LinkedLaw books are linked to pri-mary authorities mentioned in the text. Prior to the launch of LinkedLaw, Minnesota attorneys were offered Minne-sota CLE Deskbooks in hard copy and in PDF on CD’s. While LinkedLaw was being developed, Minnesota CLE phased out the CD products to encourage the use of LinkedLaw. Since this was a new product line, we launched a multimedia advertising campaign.

The LinkedLaw marketing plan was designed to rollout over 12 months using a variety of tactics. It was our intent to introduce our customers to LinkedLaw with the hope that it would have the same appeal as the deskbook CD product. Although LinkedLaw is a superior product, (with the primary sources linked and the ability to search the entire Deskbook with one click) to a hard copy deskbook and cheaper ($125 vs. $185) our customers were not anxious to try it. We learned that although we felt we were saturating the market with LinkedLaw ad-vertising, our customers took little note of it. Our most successful advertising was in-person, at our institutes. We set up a LinkedLaw booth with a tabletop, spinning prize wheel. Attendees were encouraged to take a free spin and win a 3 to 12 month subscription of a Linked-Law Deskbook of their choice.

Attendees were sold on LinkedLaw when they were able to see the LinkedLaw product projected on a huge screen and talk to the staff about the product.

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Best Practices for an Entire Product Line

1. Create a marketing budget.

2. Set a realistic timeline for the rollout.

3. Focus your resources on the intended audience, don’t send to non-pur-chasers.

4. Monitor sales in view of the marketing piece mailing date. When did pur-chases start rolling in?

5. What was the response to your epromos? When does interest peak and when does interest wan?

6. Offer a free trial to those customers most likely to purchase the product.

7. Show your product to customers in person. Be creative!

8. Did your marketing plan work? Review your profit and loss statement. Is there anything that you would do differently for future rollouts?

9. Give the new product time to click with your customers.

10. Keep re-introducing the product to your customers.

11. Review the success of the product rollout 5 years after the product is ini-tially marketed.

2. Tactics For Mixing Print (Direct Mail), Email and Social Media

Direct mail vs. email. Which one is better? According to the Direct Mail Association (DMA) 2012 Report: Direct Mail Response Rates Beat Digital Response Rates. This Report states direct mail has a response rate of up to 10 to 30 times that of email. A study was done of 29 billion emails to track consumer action both immediately following the click and in the days and weeks after being exposed to the email. In the 9 years the DMA has been doing its response rate report, the rate for direct mail, while still the best marketing tool out there right now, has gone down 25% overall.

The DMA bar graph (below) compares different marketing tools and response rates. (The results vary by indus-try and a number of other factors.) But in terms of response rate, direct mail still outperforms digital. On the other hand, looking at the return on investment (ROI) email is more cost-effective than direct mail or telemarketing. The report found email had the highest ROI, at $28.50, compared to $7 for direct mail. Why does direct mail remain such a strong marketing tool even though its overall response rate is declining? It could be that consumers are being bombarded with marketing emails that they don’t want. It’s cluttering up their in boxes. Because of the simplicity and cost savings in email, consumers are receiving less direct mail. Thus as the direct mail volume has decreased, the effectiveness of direct mail has increased. Direct mail can be a refreshing change to the daily onslaught of emails.

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Chart reprinted from Direct Mail Response Rates Beat Digital Response Rate 2012 Report

At Minnesota CLE, we still believe in direct mail marketing. It is a form of communication that our customers associate with us. 95% of our seminars are marketed with a paper brochure. We also value the use of technology in our marketing. Email marketing has made reaching the customer cheaper and quicker. We try to intersperse emails with the brochure mailing schedule.

We are dipping our toe into social media marketing. We have a small group of followers on Facebook and Twit-ter. Two members of the publication team post comments on Facebook and send tweets regarding our new seminars and our institutes and conferences. There are two uses for social media by a business: information dissemination or advertising. Our social media is careful not to advertise a seminar or product, but instead to list one or more benefits of attending or using that product that the customer will receive. We also use social media the day of the course to highlight a presenter or to mention a very popular breakout topic. It may be too late to generate a customer, fir this event, but a post or tweet may generate future interest in Minnesota CLE offerings.

All of our seminars are listed on our website, which is also a form of marketing. The ability to register for a seminar on our website has driven many purchasers to the website. We receive 55% of our seminar registrations via the website. We hope that our customers, while registering, browse around the website and view other upcoming seminars and products available.

Best Practices for Mixing Print (Direct Mail), Email and Social Media

1. Market your seminar or product early enough that you can use all av-enues of marketing available (print and email) without overwhelming the customer.

2. Save your marketing dollars by interspersing emails with direct mailings.

3. Advertise your upcoming seminar at other seminars for the same targeted group.

4. Make use of your website to list upcoming courses.

5. Use social media to list the benefits to be gained at an upcoming seminar without advertising directly.

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3. Mailing List Management

When we are marketing a seminar, sending out more and more brochures and more and more emails to the same recipients is not effective. More isn’t always better. Mailing to every attorney in the state isn’t a good use of our marketing budget. We need to think about our marketing plan. Who are we trying to reach? We are looking for new customers to replace those that died, changed professions or practice areas. We are also hoping to entice previous at-tendees to return to the event this year. Is this seminar focused on a certain group of practitioners, i.e. real estate attor-neys or solo small firm attorneys? Who isn’t interested in attending? If it’s a real estate course how many IP attorneys will be interested? If none, then don’t send any real estate advertising to the IP attorneys. To make the best use of our marketing dollars we need to manage our mailing lists on a seminar by seminar basis. Invest in a good mail manage-ment program that can be divided and separated for the needs of each separate mailing. We also need to manage the mailing list database. Monthly monitoring of bar magazines and newspapers for obituaries helps to cull out practi-tioners. Annual mailing list clean-up of non-purchasers for the last few years also helps to save printing costs and a negative attitude toward our organization. Prompt removal of unsubscribers to the email list is very important, too.

Where do you get your mailing lists? We get mailing lists from a variety of places. We are affiliated with the Minnesota Bar. So we download mailing lists every month from them. These Bar lists are divided by sections of prac-tice so we know who has indicated where they practice. We keep a record of anyone who has attended our courses, purchased a product from us or asked to be put on our mailing list. We call these lists Hot Lists because these are our past purchasers. We know these people are interested in doing business with us. We also purchase lists from the ABA or lists per occupation that the state of Minnesota creates. For instance, when we advertise our Insurance Law Deskbook, we send to attorneys who have designated their practice in the insurance area, then we also purchase an Agents and Brokers list from the state and make a few sales to those non-lawyers. Be sure to think of non-lawyer mailing opportunities. About 40% of our 1400+ Employment Law Institute is attended by non-lawyer Human Re-source professionals. Minnesota CLE has a program called Season Passholders. The customer can attend the courses they choose, acquire the books and forms they want, and accumulate the credits they need – all at a fraction of the price because they have paid upfront for this opportunity. We don’t include this group of purchasers in every mail-ing because we know that the income from their attendance is a fraction of the income from a customer at full-price.

We also need to think about every opportunity to grow our mailing lists. Include an address line and an email line on every registration form. If you don’t have access to the new lawyers addresses attend their swearing-in ceremony and hold a contest where they have to complete an informational form to enter. Have a Photo Booth set up and request their email address so you can send them their picture. Growing our email lists is just as important as getting rid of the dead weight in the mailing list.

A. The Business of Law Marketing Plan

SENT(Frequency

Management)

MARKETING PIECE

(Mixed Media)

WHO DID WE SEND TO?(Mailing List Management)

NUMBERSENT

1 8/21 Brochure Practice Management section, Solo Small Firm section, Solo Small Firm Conference attendees for last 5 years (purged and merged) minus passholders

14,769

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SENT(Frequency

Management)

MARKETING PIECE

(Mixed Media)

WHO DID WE SEND TO?(Mailing List Management)

NUMBERSENT

2 8/26 Tweet Followers


4 9/17 Brochure Practice Management section, Solo Small Firm section (purged and merged) minus season passholders

5,227


The Business of Law Seminar was designed to teach the attendee:

• How to create a strategic plan for your firm

• How to know when to hire

• How to partner effectively with other attorneys

• How to manage staff

• How to use strategic cash-flow management for growth

• How to set fees for sustained profitability

With those objectives, the Program Attorney for this seminar did not send out a brochure to every attorney in the state. He focused his first brochure mailing list to the Practice Management section, the Solo Small Firm sec-tion and to those attorneys who attended our Solo Small Firm Conference within the last 5 years. Our Promotional Mailings/Customer Data Manager then takes those lists (from the state bar sections and from our Conference history database) and merges them and purges out duplicate names. On his second brochure mailing, the Program Attorney tightened his marketing list to exclude the Solo Small Firm Conference attendees and the season passholder who get a major discount when attending. This seminar was marketed to a very narrow group of practitioners. 87 attended.

B. Real Estate Institute Marketing Plan

SENT(Frequency

Management)

MARKETING PIECE

(Mixed Media)

WHO?(Mailing List Management)

NUMBERSENT

1 6/15 Letter with a LQS and SG

2013 REI attendees 1,300

2 6/25 Email 3 years of RE Hot List

3 7/2 Letter and Flyer 3 years of REI attendees

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SENT(Frequency

Management)

MARKETING PIECE

(Mixed Media)

WHO?(Mailing List Management)

NUMBERSENT

4 7/30 Letter and Flyer 3 years of RE Hot List 3,900

5 8/5 Email 3 years of REI attendees

6 8/19 Email 5 years of RE Hot List, related lists and 3 years of New Lawyers

7 8/20 Brochure 5 years of RE Hot List, related lists and Real Property bar section (purged and merged)

7,900

8 9/9 Email Full Bar minus 3 years of non-purchasers (use 8/19 email)

9 9/9 Brochure 5 years of RE Hot List, related lists and Real Property bar section minus season passholders (purged and merged)

6,116

10 9/23 Email 3 years of RE Hot List

11 9/30 Brochure 5 years of RE Hot List 5,918

12 Oct-Nov Window Shade Banner

Conference Center attendees

13 10/8 Facebook Followers

14 10/14 Brochure 3 years of RE Hot List, Real Property bar section and Business Law bar section (purged and merged)

15 10/15 Email 3 years of RE Hot List, Real Property bar section and Business Law bar section (use 9/23 email)

16 10/28 Brochure Last 5 years of REI attendees 5,800

17 10/29 Facebook Followers

18 11/5 Email Last 5 years of REI attendees (new email promo)

The Real Estate Institute’s marketing plan is much more detailed. First, the Program Attorney started with a letter mailing to the attendees of last year’s Institute. In the letter he included 2 different products, a Summary Guide

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on Real Estate Titles and a Legal Quick Sheet on Water Law in Minnesota. Sheera Eby of Jacobs and Clevenger a multichannel digital direct marketing agency reports,

Years of testing have confirmed that the letter is still the most-read element of a direct mail package. Still, packages that have multiple elements perform better than those with only one component. We know that using a brochure or a buckslip (insert) in conjunction with a letter always outperforms a letter alone. And using three components always outperforms using two components.

Memorandum

To: Real Estate Institute AttendeesFrom: Minnesota CLEDate: June 6, 2014Re: Enclosures and 2014 Institute Dates

Thanks for attending last year’s Real Estate Institute. As an attendee of that event, you are receiving two items with this memo: a Water Law Legal Quicksheet prepared by Matt Selt-zer and a Real Estate Title Summary Guide prepared by Nancy Landmark.

Planning for the 2014 Institute is well underway. Please mark your calendar and make plans now to attend. The dates are:

Thursday and FridayNovember 13-14, 2014

St. Paul RiverCentre

This Program Attorney has used seven different variations of the lists available to market REI through direct mail and email contact:

1. 3 years of RE Hot List (any customer that has purchased a real estate seminar, webcast or publica-tion)

2. 3 years of REI attendees (Real Estate Institute past attendees)

3. 5 years of RE Hot List, related lists and 3 years of New Lawyers

4. 5 years of RE Hot List, related lists and Real Property bar section (purged and merged)

5. Full Bar minus 3 years of non-purchasers

6. 5 years of RE Hot List, related lists and Real Property bar section minus season passholders (purged and merged)

7. 3 years of RE Hot List, Real Property bar section and Business Law bar section (purged and merged)

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Note that he included 3 years of New Lawyers in an attempt to acquire new customers. He also had one email sent to the full bar, minus 3 years of non-purchasers. If they haven’t purchased anything from us in 3 years we don’t consider them potential customers. Finally, he sent another email that included members of the Business Law section of the bar. Emails were sent to the full bar and the Business Law section instead of brochures. This saved us the cost of the brochure and the postage for a group of potential customers who aren’t likely to spend money on the Real Estate Institute.

C. LinkedLaw New Product Rollout Marketing Plan

MARKETING PIECE

(Mixed Media)

WHO?(Mailing List

Management)

WHEN?(Frequency Management) AMOUNT

1 LL Catalog MN BAR June, July and January2X full bar rest Deskbook purchasers

66,000

2 Deskbook and LL Catalog

MN BAR September and March and Institutes 50,000

3 LL Postcard MN BAR October, February and June 66,000

4 LL 2-sided Colored Insert in 3-Ring Binders

Course and Institute Attendees and Book and Update Purchasers

Daily 40,000

5 LL Window Shade Banner

Institute and CC Attendees

Daily 2

6 LL Ad on Acrylic Hanging Sign at CC


Daily 1

7 LL Bench and Bar Ad

MN BAR Every other month starting in July 6 Ads

8 LL Minnesota Lawyer Ad

MN Attorneys Every 2 weeks starting in June 5 Ads

9 LL ePromo MN BAR August, November, April and May 0

10 LL PPT Slide Institute and CC Attendees and Deskbook webcasts

Daily 0

11 LL Slide on CC Foyer Monitors


Daily 0

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MARKETING PIECE

(Mixed Media)

WHO?(Mailing List

Management)

WHEN?(Frequency Management) AMOUNT

12 LL Ad on iPad at Institutes

Institute Attendees At Institutes 0

13 LL Ad in Event Guides

Institute Attendees At Institutes 0

14 LL Contest Giveaway

Institute Attendees At Institutes 1-2 each Institute

15 LL Ad on Websites Website Visitors Daily 0

16 LL Mention on Twitter, Facebook and LinkedIn

Followers Monthly and when Editions and Updates are Released

0

17 LL on Monthly Publication List

MN Attorneys Daily

18 4 Months Free Institute Attendees, New Lawyers and Deskbook Seminar Attendees

At InstitutesAt Deskbook Seminars On New Lawyer Website

With the new product rollout of LinkedLaw, our main goal was to get the news out about the new product. Not including staff time, we budgeted $40,000 for this new product roll-out. We mailed the 12-page, 4-color Linked-Law catalogs to the entire bar five times in a nine month period with Deskbook subscribers getting it two more times. We advertised in the state bar magazine every other month for 6 months and in the MN Lawyer newspaper every two weeks for five weeks. We sent an oversized postcard to every Minnesota lawyer 3 times during the months that they weren’t receiving a LinkedLaw email from us. We gave away 4-month LinkedLaw subscriptions to the Deskbook of their choice at eight or more Institutes. Our most successful campaign was in-person at the institutes. We used a table-top spinning prize wheel where attendees could “Spin to Win!” This game sparked people’s interest. It gave our staff the opportunity to talk directly to the customer and to show LinkedLaw “in action” on a projected screen. We are steadily gaining LinkedLaw subscribers. We currently have 1,096 subscribers since we started this campaign.

Currently, we use Great Plains software for all of our accounting and registration needs. Within this soft-ware are two fields that help us understand how effective our mailing plan is. The first field is Order Source. When registering a customer, we note how that registration gets to us: by post, phone, email, on our website or in person. The second helpful field is called Marketing ID. Customer Service asks the customer on the phone or in person how they heard of this seminar. If the brochure registration panel is mailed in we know they saw the direct mail piece. If the registration is made by the customer on-line, we could ask the customer how did you hear about this seminar and list the choices as check off boxes. From an epromo we can also track if the customer drills down into the email to

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get to the registration page. These pieces of information can help us keep track of customer trends, and note the most popular advertising method to garner a registration.

Best Practices for Mailing Plan Management

1. Where are your sales coming from? Enlist Customer Service to record the order source and marketing type.

2. Look for outside lists to generate more registrations.

3. Have one person in your organization responsible for keeping track of all marketing for the organization. That person will be able to monitor the organizations mailings globally and suggest mailing options of different seminars to the same legal interest area.

4. Monitor the unsubscribe requests, weekly. Are these requests coming from the same legal interest area? Have you sent too many emails to this group?

4. Frequency Management (Scheduling Multiple Touches)

How many times can we touch our customers with email before they refuse to look at any of our advertising? Are there rules about how many direct mailing pieces should be sent? When does too much communication create negative reactions? Are there rules we should follow regarding number of times to email customers or which day of the week is better, a certain time of day? There is no hard research to answer any of these questions.

Email is so cheap and easy to send, it would be easy to over communicate with a customer. “The fact is, your in-dustry, your business, and your audience has unique demands and desires. You’ve got to test (and test, and test) what works in your world, and then test some more.” http://www.copyblogger.com/author/lindaformichelli

In the legal industry, we have many practitioners who practice in many different areas of the law. Every mailing, direct or email does not have to be sent to every attorney. Using mailing list management we are able to limit the number of times an attorney receives mail from us. After each advertising campaign, we should review the analytics. How many people unsubscribed, how many clicked through the email, how many clicked through and registered for a seminar? On a quarterly basis we should review the number of times we marketed to a certain section of the bar.

“Bottom line? Our data suggests every two weeks is the “sweet spot” for getting the most people to see your emails without burning out your subscriber list.” http://www.campaignmonitor.com/blog/author/annahynek

Using the two week rule of thumb, it’s up to you to draft your mailing plan so that you aren’t over advertising your seminar or product via email. Alternating email with a direct mail piece can be another way to grab your cus-tomer’s attention without overpowering their inbox. Although direct mail is more expensive, research showed that it has better results than email only. Not only should we be marketing both with email and direct marketing, but we should also be looking at other opportunities to reach the customer. Give the seminar attendee a list of upcoming courses. Use a powerpoint slide to advertise an upcoming course.

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Best Practices for Frequency Management

1. Be aware of how many times you touch a customer advertising one semi-nar. Are you seeing the results you want with this mailing plan?

2. Review the overall organizations mailing plans on a monthly basis. How many times are emails being sent to the entire database?

3. Be aware of all mailings going to each legal interest area in hardcopy and via email. Is one group (ex. corporate/business) being touched too many times in a month?

4. Pay attention to unsubscribes from emails. Have you touched that group of attorneys too much this month? Call and ask why they are unsubscrib-ing.

5. Do a Survey Monkey to learn if your customers want communication via email, direct mail or both.

6. Talk to other ACLEA members, how many times do they touch a customer for each seminar?

In conclusion, it’s not enough to have the best looking marketing piece with the best offer unless you have con-sidered how you are going to disseminate the marketing piece, to whom and how many times you’ll send it. My top 7 takeaways on this subject are:

1. Have a marketing plan!

2. Market your seminar or product early enough that you can use all avenues of marketing available (print and email) without overwhelming the customer.

3. Save your marketing dollars by interspersing emails with direct mailings.

4. Have one person in your organization responsible for keeping track of all marketing for the organiza-tion. That person will be able to monitor the organizations mailings globally and suggest mailing options of different seminars to the same legal interest area.

5. Be aware of all mailings going to each legal interest area in hardcopy and via email. Is one group (ex. corporate/business) being touched too many times in a month?

6. Track your marketing plan results.

7. Keep trying new ways to reach your customers without breaking your budget.

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The Nuts and Bolts of Marketing Plans · The Nuts and Bolts of Marketing Plans The Nuts and Bolts of Marketing Plans Focusing on Best Practices for: 1. Promoting a single product

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