Your Go-Forward Marketing Plan & Scheduledn9lu4lqda9r4.cloudfront.net/e-learning-marketing-system/workbooks/... · HOW TO BUILD A MULTI-MILLION DOLLAR BUSINESS Your Step-by-Step Marketing

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Your Go-Forward Marketing Plan

& Schedule

TABLE OF CONTENTS(CLICK TITLE TO NAVIGATE TO PAGE)

Copyright 2017 E-Learning Marketing System™

YOUR GO-FORWARD MARKETING PLAN & SCHEDULE

INTRODUCTION ..................................................................................................................................... 1

DEVELOP AN EVENT CALENDAR ................................................................................................8

A MARKETING SCHEDULE IS YOUR “ROADMAP TO SUCCESS” ..................................22

HERE’S HOW TO CALCULATE YOUR ROI ............................................................................... 41

Layout and Design by ACUMEN – Business Performance Parters, [email protected]

Your Go-Forward Marketing Plan & Schedule

Copyright 2017 1 E-Learning Marketing System™

This presentation is going to define the final component you need to complete a formal sales process for your business, and take the first step toward helping you begin to create a competition-crushing marketing program.

Have you ever been responsible for planning a special event or occasion? Typi-cally you need to create a guest list, hire a caterer, select the appropriate menu items, book the evening’s entertainment, secure the venue, arrange for parking and transportation and so on.

As you were planning for this occasion, did you simply wing it and just handle these details as they crossed your mind? Or did you sit down and list out the specific items, then create a detailed list that outlined each item to be complet-ed, and finally assign a deadline date for completing each one? Most people choose the second option, and their events often go off without a hitch.

So why should your marketing program be any different? And yet, the vast majority of business owners choose option one for their marketing and adver-tising campaigns. They basically wing it. They look at what their competition is doing, assume it must be the best way to market their business, and then blindly attempt to duplicate it. This is literally the blind leading the blind. And the end result is a failed marketing effort, which leads to a reluctance to attempt other future marketing initiatives.

In this presentation, we’re going to teach you a powerful technique known as a Marketing Schedule. The single biggest mistake business owners make is they’re afraid to take action. They simply won’t pull the trigger when it comes to their marketing. This leads to procrastination, and often spells disaster to-day for small business owners.

NOTES: (click below to add)

INTRODUCTION



This is where your Marketing Schedule comes in. It takes your previously com-pleted Process Map and Schedule and drops them into either an Excel spread-sheet or a Word document, and forces you to assign specific due dates to each and every tactic you need to complete in order to properly and effectively exe-cute your marketing plan of action.


INTRODUCTION

NO

DOES PROSPECT READ THE LETTER?

CREATE & MAIL DIRECT MAIL LETTER TO JV DATABASE

YES

ESTABLISH RELATIONSHIPS WITH POTENTIAL AFFILIATE &

JOINT VENTURE PARTNERS

DOES PROSPECT RESPOND TO INFORMATIONAL OFFER?

SEND THE INFORMATION

SCHEDULE FACE-TO-FACE MEETING

FOLLOW UP WITH LIVE PHONE CALL

SEND THANK YOU NOTE

BEGIN DIRECT MAIL DRIP CAMPAIGNNO

YES

DIRECT SALES – JOINT VENTURE STRATEGY



In essence, your Marketing Schedule is the written outline you’ll follow when it comes to the execution of your marketing plan. It identifies the marketing cam-paigns you plan to run, each marketing piece that needs to be developed, the dates each marketing piece will be deployed and the milestones required for its successful implementation.


INTRODUCTION

DIRECT MAIL PROCESS SCHEDULE(25 DAY SALES CYCLE)

OBJECTIVE:FACE-TO-FACE MEETING

STRATEGY:DIRECT MAIL

TACTIC:FREE INFORMATIONAL REPORT

PURCHASE MAILING LIST

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The Marketing Schedule also tracks the follow-up marketing components you want to use for those clients that don’t initially buy what you sell. Once com-pleted, you can combine the power of your revenue plan, your sales process and your marketing schedule and create an industry dominating marketing pro-gram. You will have the unprecedented ability to attract more clients, attract them with greater frequency, at a lower cost, and with total and complete con-fidence and certainty.

Previously, we provided you with the basics as to how to develop a Process Map and Schedule. So as a quick review, when you want to generate leads for your business, you select specific strategies that will reach your target customers, and then you select the tactics that work in a step-by-step format to not only generate those leads for your business, but when done properly, also qualify those leads to make sure you’re spending your valuable time in front of your target customers.


INTRODUCTION



The end result for both tactics and strategies is to deliver that prospect to a chosen distribution channel, where the actual sale takes place. By clearly and specifically defining where the sale will actually occur, you can then begin to map out the strategies and tactics that will be required to get your prospects to that distribution channel.






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INTRODUCTION



The strategies you choose to use are responsible for delivering your message to your prospects. They exist to compel them to show up at the distribution channel you identified as the most likely place where they will buy your prod-uct or service.

The tactics are the building blocks you use to make the strategies work, and although there are 77 of them, this process saves you the time and effort of selecting them individually. Instead, they will magical appear throughout the Process Mapping procedure.

NO

DOES PROSPECT READ THE LETTER?

CREATE & MAIL DIRECT MAIL LETTER TO JV DATABASE

YES

ESTABLISH RELATIONSHIPS WITH POTENTIAL AFFILIATE &

JOINT VENTURE PARTNERS

DOES PROSPECT RESPOND TO INFORMATIONAL OFFER?

SEND THE INFORMATION



SEND THANK YOU NOTE

BEGIN DIRECT MAIL DRIP CAMPAIGNNO

YES

DIRECT SALES – JOINT VENTURE STRATEGY


INTRODUCTION



Process Mapping is a simple tool that first, confirms you have chosen the most effective strategies for your business, but second, forces you to think through the logical progression of tactics that will result in the successful execution of each strategy. Process Mapping is your sales process represented in a visual format. It breaks down the sales process into a step-by-step format so that you can see your communication points of contact with your clients.

By knowing these specific points of contact, you can then analyze the effective-ness your marketing messages will have as they work to convince your target customer that they would be a fool to buy what you sell from anyone else but you. It will also provide tremendous guidance as you create your marketing message by revealing the possible state of mind of your prospects. Specifically, how receptive will they be when they receive your marketing message?

Your Marketing Schedule is a step-by-step roadmap for the planning and execu-tion of your sales process. It’s the first step toward helping you begin to create what we hope will be a competition-crushing marketing program that will allow you to separate your business from the competition, and make your business the obvious choice for your prospects to buy from. Your Marketing Schedule outlines the frequency all your marketing activities will follow and the specific dates you want them executed on during the entire implementation phase of your marketing program.


INTRODUCTION



A simple and easy way to track all of these activities is through the use of an event calendar. An event calendar is a tracking document. This can be a simple Excel spreadsheet that lists the preferred strategy at the top of the left column, the corresponding tactics below it, and the various date or dates you’ve chosen to implement the tactic.


DEVELOP AN EVENT CALENDAR



Let’s use the child care facility as an example, and create a marketing schedule that outlines the sales process we have previously described. An Excel spread-sheet is an excellent way to create and track a simple marketing schedule. If you’re not Excel savvy, a Word document is just as good. Let’s assume it’s the middle of December and I want to begin my direct mail strategy on January 20th. That’s the date I want my very first mailing to leave the mail house.





To get started, you simply go back to your Process Schedule, look over your tactics,

and then begin to transfer each of the tactics into the left hand column of your spreadsheet.







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I don’t worry about assigning dates at this point, I simply want to make sure I re-cord all the necessary tactical steps in the right order so I can begin to plan the assignment of dates that will ensure I get everything created and developed on time and on schedule. Here’s the order of progression I like to use so I don’t acci-dentally miss a step or two. I start at the very beginning of my Process Schedule with step one. In this case, it says to purchase the list of prospect names.





On my spreadsheet I write down that I need to “identify a source to purchase a mailing list with address, phone number & contact name.” I also know that when I go to purchase that list, the list broker will want to know “whether the list is a one-time purchase or for unlimited use”, so I write that in the second row.







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OK, so far so good. Now I look at my second step on my Process Schedule and it says to mail out my first point of contact, which I have decided in this case will be a postcard.











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So on line number 3 of my spreadsheet I write down to “Develop my initial postcard promoting my new WebWatch program and I need to do this with my graphic designer.” However, that doesn’t help me create the actual written copy that goes onto the postcard. The graphic designer just makes the postcard look great. I still need to add the strategic component to that postcard, which is the message. So on the fourth line I write down to “Develop the initial postcard with the help of a copywriter.

I write this down separately since the discussion I’ll have with the graphic design-er will be totally different than the one I’ll have with the copywriter. Now, most business owners get off track at this point. If you look at the Process Schedule it appears the next step is to have my copywriter create my second contact point which is scheduled to be a letter.










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That isn’t necessary yet at this point. In fact, this highlights one of the major advantages to creating a Marketing Schedule. Remember that I mentioned that I want the postcard to actually leave the mail house on January 20th? I want to list everything I need to have created, developed and delivered by that first mailing. Obviously I need the list of names and addresses, as well as the post-card. In fact, after checking with the mail house, they informed me that they need to have physical possession of those postcards by the 18th so they can prepare them for the 20th mailing date.

So I ask myself what specifically MUST I have ready to go when that postcard gets delivered, which could be delivered to homes as early as January 21st? On our Process Schedule, most business owners continue to work across their schedule horizontally, and that’s what gets them into trouble. That isn’t the mar-keting collateral they should be focusing on at this point.

For example, the letter won’t be sent out for an additional five days AFTER the postcard goes out, and that’s the same timeframe as the phone call I need to place to prospects who request the report, so I don’t really need to have those created immediately.

However, there is one major component that is needed immediately to comple-ment the postcard mailing, and that’s the report. It needs to either be mailed within 24 to 48 hours of the request, or better yet, downloaded from a website landing page where I won’t incur any additional costs. So instead of continuing across the schedule horizontally, you want to go vertically and then work the horizontal and vertical collateral materials together, based on the timeframes assigned to each set of tactics.





Here’s why. Go back to one of the major advantages of Process Mapping.

It allows you to play the “if this, then what” game. So play that game at the very beginning of the execution of your strategy. If I mail this postcard on the 20th, then what could happen?

NO

DOES THE PROSPECT READ THE POSTCARD?

CREATE & MAIL DIRECT MAIL POSTCARD

YES

BUY LIST OF NAMES FROM LIST BROKER

MAIL DIRECT MAIL LETTER

DOES PROSPECT RESPOND TO INFORMATIONAL OFFER

SEND THEM THE REPORT



SEND THANK YOU NOTE

MAIL DIRECT MAIL LETTERNO

YES

BEGIN DIRECT MAIL DRIP CAMPAIGN

DIRECT SALES – DIRECT MAIL STRATEGY





Well, no one could respond, in which case I would then mail my second contact letter five days later. But is there ANY possibility that something may happen BEFORE that date? Absolutely, in fact, I’m counting on it. I’m counting on a cer-tain percentage of my target customers requesting that report, and if they do, that sets into motion a series of events that run parallel to my tactics running across the top of my schedule.

Since the report can be downloaded as a PDF from the landing page I plan to create, all of that needs to be in place when the postcard is initially mailed. That establishes what you might refer to as your “drop dead” date, the date when you have to have all of that material created, allowing you to work backward to insure you have everything in place by that date.

You want to ALWAYS work backward from each individual tactic to insure its successful completion. So in the case of the child care, the first tactic that is a deliverable is the postcard mailing.





The mail house that sends it out is where you start to work backward. They MUST have that postcard by the 18th to make the mailing date of the 20th work. That’s the “drop dead” date. So between now and then, everything else has to be set into motion, and specific dates assigned in order to meet each deadline. That’s what I’m recording on my Marketing Schedule are all of those steps. Once I’m confident I have everything listed properly, THEN I can begin to assign dates.






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Since I now know that the report needs to be ready to go at the same time as the postcard, I can write that into my Marketing Schedule. I list the word “copy-writer” with that entry to remind me who will have the responsibility for the development of each tactic. I also need to have physical copies of the report printed off for those prospects that prefer to receive the hard copy version. I write that in my schedule as well and assign that responsibility to a printer.

I also now know the landing page needs to be ready for those who want instant access, not to mention the money the e-version of the report can save me in additional mailing costs. So I write that on my schedule, and label it as the re-sponsibility of a web designer. However, I need compelling copy for that page, and most web designers are NOT copywriters. So I list that requirement on the schedule as well.





Are you beginning to see the tremendous advantages a Marketing Schedule provides to you and your business? It makes you physically map out every re-quirement you need to successfully deploy your marketing program. But here’s another advantage to this process. Let’s face it; you don’t know what you don’t know. You may know you want to offer a free report, and you may think that mailing it is your only option. You may not know anything about web-based of-fers, PDF’s, landing pages and so on.

That’s OK, when you begin to speak with a graphic designer or a copywriter; they will be asking you those exact types of questions as part of their initial assess-ment for what you will need from them. So a Marketing Schedule fleshes out most of the things you might normally miss, overlook or simply not even know about.


A MARKETING SCHEDULE IS YOUR “ROADMAP TO SUCCESS”



Now that I have listed everything I should need to carry out my first mailing, and fulfill the requests for my free report offer, I now turn my attention back to my Process Schedule. Five days after my first mailing I need to send out a letter to everyone who does NOT respond to the postcard by requesting the free report.







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So that would be January 25th. When I check with the mail house, they inform me the letters need to be in their physical possession by the 22nd. That becomes my “drop dead” date for that tactic. I list that next on my Marketing Schedule and assign responsibility to the copywriter.

However, notice at the bottom of my Process Schedule that I also have sched-uled that same date to conduct my follow-up phone calls to everyone who DID request the report but hasn’t yet asked for the face-to-face meeting, which is the offer in the report.





That means I need the copywriter to write a compelling script for me to use when I make that call, and I need to receive that script no later than the 24th. I then write that into my Marketing Schedule.






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Now it’s back to the “if this, then what” game. The offer in the letter is for that same free report, and I have everything in place to fully support that request, both physically and online. I have the PDF for instant online access to the report, and I have my physical version of it as well. I also have the phone script for the follow-up call if they do request the report.

However, if I execute my follow-up call from the postcard mailing, and offer them the face-to-face meeting which is essentially an open house invitation to my child care, then within 5 days I need a compelling conversion script from the copywriter. So I write that into my schedule.





Back to the top of my Process Schedule I notice that 5 days after I send out the letter, I plan to attempt a direct phone call to all prospects on my list who still haven’t requested the report. This is a completely different script than the phone call that follows the report request.






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So I need to add that to my Marketing Schedule and assign responsibility to the copywriter to develop that as well.

Can you see how this is progressing?





Once I developed my sales process roadmap called a Process Map,

I quickly placed those steps into a generalized Process Schedule that assigns time frames for each tactic but does NOT assign specific dates. It merely forms a framework to begin planning for the actual execution of my marketing plan.

NO

DOES THE PROSPECT READ THE POSTCARD?

CREATE & MAIL DIRECT MAIL POSTCARD

YES

BUY LIST OF NAMES FROM LIST BROKER

MAIL DIRECT MAIL LETTER

DOES PROSPECT RESPOND TO INFORMATIONAL OFFER

SEND THEM THE REPORT



SEND THANK YOU NOTE

MAIL DIRECT MAIL LETTERNO

YES

BEGIN DIRECT MAIL DRIP CAMPAIGN

DIRECT SALES – DIRECT MAIL STRATEGY





All I’m doing now is thinking through the execution part of my marketing pro-gram more thoroughly now, and recording the specific requirements to suc-cessfully execute each tactic in my Process Schedule and mapping them out in a Marketing Schedule so I can assign specific dates for the completion of each step. This should prevent anything from falling through the cracks.






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Looking over the remainder of my Process Schedule, I write into my Marketing Schedule to have the copywriter develop the thank you note, the copywriter and the graphic designer create a brochure, have them both develop the second postcard and have the copywriter create my entire drip campaign.

Wow! That’s a lot of stuff isn’t it? When we first discussed this strategy did you ever imagine anything like this? So consider your competition right now, and you will begin to see the competitive advantage this gives you over your competition.





You see, your competition doesn’t know anything about all of this either. They just say to themselves, “I need some more clients, so I think I’ll send out a post-card. They don’t go through all of this. Most of them know nothing about these types of tools. They take what they think is the “easy” route, and the least ex-pensive route. They stick their phone number on the postcard and tell interested prospects to call them. And then they wonder why their phone never rings.

Yes, there is a LOT of work to do in order to execute this strategy properly, but guess what? YOUR phone WILL ring, and it will ring A LOT! But you have to take the right steps in the right order, and that means you have to map out all of these moving parts in a marketing schedule.

You have to know the dates of completion for each tactic if you want to make your launch date. The copywriter has a LOT to get done, and they won’t get it done overnight. This may require a month of prep time for them alone, if they have to perform all the research for the report in addition to writing it.

Now, they don’t have to have everything done by the first launch date, but they will need the first postcard completed along with the free report by the first launch date. Then within a week, they would need to complete the second con-tact piece which is the direct mail letter, along with the phone script.

Do you see what I mean? If you DON’T have a way to schedule and track all of this, chances are better than excellent you will launch your campaign and later discover you’re missing two or three vital components. Those missing compo-nents may be all that’s needed to convince wary parents that if you can’t orga-nize a marketing campaign, how can I trust the care of my child to you?





Oh, and that was just the copywriter. How much lead time does the graphic designer require? Do you really think your project is the only one they have to work on? They may not be able to start on your collateral for two weeks, and then require a month to produce it all.

Same thing with the website developer and don’t forget the printer. And what if you don’t know any of these service providers? Now you have to locate them, interview them to make sure they have the required level of expertise you need to create a professional campaign, verify their delivery schedules and so on.

I hope I’ve made a solid case here as to why a Marketing Schedule is absolutely critical to developing an industry dominating marketing program. And since you now see the importance of assigning specific completion dates, you can easily accomplish this by adding one simple component to your marketing schedule, and that’s an event calendar. This is exactly what it sounds like. On my spread-sheet, I list all my tactics in the left column.

In the next column I list who is responsible for that tactic, and then to the right of my areas of responsibility I have an actual calendar with the dates running horizontally across the spreadsheet. With Excel, I can create mini-boxes to rep-resent each individual day, and I simply place an “x” in the box representing a due date for each tactic I have listed.





I place the letter D in my “drop dead” deadline date boxes marking the last ac-ceptable day for the development of every specific requirement. If I trust my service and product providers, I might actually assign those dates on the actual “final” day. If I don’t know my providers, I may move those dates so they appear several days earlier, just to give me some additional breathing room in case someone comes up short.

I also recommend you always have a back-up provider for every product or ser-vice you will need to execute your marketing plan. After all, this is the success of your business we’re talking about here. As an added bonus when creating a Marketing Schedule, once I know each individual date, I can add those dates into my Outlook calendar and it automatically reminds me each day of the tactic that is scheduled for completion so I can insure that takes place and gets to the next step in the process if that’s a requirement.

An example would be my direct mail tactic. If I plan to send out my direct mail postcards on the 20th, that doesn’t mean I need everything done by the 19th. I’m mailing to 600 prospects. I need to have a mail house mail all of that collat-eral for me. In order for them to mail on the 20th, they will require everything to be in their possession by the 18th.

So in reality, the 18th becomes your deadline date. Notice that’s what I have list-ed in my Marketing Schedule. But now you can work backward from that date to insure you have sufficient time to execute all the necessary tactics and make this strategy produce clients for your business.





This simple tool provides another visual representation of your lead generation strategy and is a quick reference guide for specifically tracking when and how you plan to generate a massive number of highly qualified leads.

You may choose to run one strategy and tactic at a time, or a combination of two or more. The event calendar will act as a roadmap so you know when, where, what and how you will send out your lead generation messages.

The event calendar lists the dates that each strategy and tactic will occur. As a lead is received, schedule when you or your staff will either mail or email the information that your prospects have requested. For direct mail, this should occur within two days of receiving the request so that your prospect receives it within five to six days of making the request. For email requests, it should be sent immediately.

Next, schedule the intervals in days or weeks when you or your staff will mail or email the informational report, make the phone call, schedule the face-to-face meeting, mail the thank you note, and mail or email the different follow-up piec-es that will make up your drip campaign.

Your prospect’s decision-making process should give you a good idea what this interval should be. Remember that this process will be different for every type of business or industry. Think about your target child care prospects. When someone is interested in changing child care facilities, how quickly do they tend to take action after receiving compelling information?





This indicates a relatively short window of opportunity to capture interested prospects, so following up with child care prospects every five days would be appropriate. In other industries, that interval may be every three to five weeks. It all depends on your prospect’s decision-making process.

Never forget that prior to sending out additional information you need to devel-op an elevator pitch and subsequent scripts that are compelling enough to get the prospect to set an appointment to meet with you face-to-face. I would nev-er leave this up to your copywriter. They may be great at writing copy, but you know your target customer, and more important, you know their hot buttons.

That’s the information you need to provide to the copywriter. Also keep in mind that the graphic design work you need done should always support and rein-force the written copy, so you need to plan that into your Marketing Schedule. The graphic designer can’t start their part of the project until the copywriter completes their part.

As a child care facility owner, a face-to-face meeting should always be your ul-timate goal. That’s where you get the opportunity to perform a needs analysis for your prospects and show them how your child care’s benefits can solve their problems or overcome their concerns and frustrations. However, in the event they don’t set an appointment, you want them to request information.





Then, based on your analysis of their decision-making process, you can sched-ule your drip campaign to send out follow-up marketing pieces, perhaps every three days for one month, depending on your business. Each one will educate your prospects as to why you offer the best option when it comes to child care, why no other child care can compare with what you’re offering, and why your prospects should feel like absolute fools if they don’t schedule an appointment with you.

The request for the free report provides an opportunity to capture their email contact information. If they happen to call the child care facility to request the free report, your staff should inform them they will be happy to send them the report by direct mail within a few days. However, if they would like to receive it sooner, your staff would be happy to email it to them immediately.

Most people prefer to receive things they’re interested in right away, and over 70 percent of prospects who call will provide you with their email address. Once they do, all of your follow-up drip campaign materials can now be sent by email rather than direct mail, dramatically reducing your expenses. You may elect to mix and match the follow-up pieces to add variety to your marketing messages. For example, if your prospects request that information be sent by direct mail, you could mail the information on day one. Three days later, you could mail a compelling letter. Three days after that, you could send a 6” x11” postcard.





The next piece could be an informational brochure. The remaining contact piec-es could alternate between letters and postcards. For email requests, you could send the report as a PDF file on day one. Three days later you could email an audio postcard. Three days after that you could send a video postcard. To add variety, you could continue to alternate between standard emails, audio and video postcards.

All of these can be developed and archived in advance of starting your market-ing campaign. You can now see the advantages of developing and writing out both your marketing plan and your marketing schedule and then developing all of your marketing pieces prior to implementing your plan.

Remember to be patient, as most prospects won’t make quick decisions. They often need to be contacted multiple times before you establish enough trust to get them to respond to your offer and make a commitment.

When you consider the fact that today’s prospects are completely inundated with constant and poorly articulated marketing messages, the savvy business owner that follows up consistently and continues to educate prospects on the issues that are relevant and important to them will have little trouble attracting more clients.





Following a specific marketing plan and schedule will allow you to capture the prospective target customers you need to become a highly successful business owner. Once you decide which marketing strategies and tactics are best for your business, the next step is to investigate the costs associated with implementing those strategies and tactics. In the child care example, the creation, writing, print-ing and mailing of the direct mail pieces, along with the acquisition of the mail-ing list, are the main costs that will determine whether this marketing strategy is cost-effective.

I start out by identifying the lead generation tactics I plan to use. These are de-signed with one express purpose, to get my prospects to request the free report. Notice that each and every one of them leads to the report, at which time the lead qualification and conversion collateral kicks in.

Then I identify the lead qualification and conversion tactics designed to deliver my prospects to my chosen distribution channel, which is the face-to-face meeting. So I begin by creating that list and writing down all of these tactics. This provides a quick snapshot for me to refer to as I investigate the costs associated with each one I have listed.

So from that list, I now know what costs to investigate in order to effectively im-plement my marketing plan. Those costs will include the acquisition of my mailing list, the graphic designer and copywriter, who together will create, design & pro-duce the postcards, letter, brochure, scripts, report, drip campaign, as well as all printing and mailing costs. Once I know these costs, I should be able to determine my return on investment.





For purposes of this example, let’s assign specific costs to each item required in the direct mail strategy. The cost of acquiring the list of prospective child care families that meet your demographic profile is $300 for 600 highly targeted names and addresses, all within a five-mile radius of your child care facility.

Your prospects will be making an emotional decision, and once your message finally begins to reach them, they will act quickly if they’re interested in changing child care providers. Once they receive the initial postcard, sending out follow-up mailings at a frequency of every three days seems appropriate in this example. So you decide to create 11 postcards to get started, one for the initial offer, followed by 10 in your drip campaign.

Using an oversized postcard to attract additional attention turns out to be in-expensive to produce. It only costs 50 cents each to print and mail. Also, as-sume that it costs $900 to have all of your graphic design work completed, your copywriter is charging you $2,100 and your web developer charges $1,600. Now you can begin to calculate your return on investment to make sure this strategy makes sense.





First, figure out what your marketing costs will be for the initial mailing.

You have a one-time cost of $300 for the mailing list, plus the costs to produce and mail your postcards. The postcards cost 50 cents each to produce and mail, and you have to multiply that by the 600 names on your mailing list. That’s an additional $300. The one-time graphic design cost is $900, a one-time copy-writing cost of $2,100, and a one-time web developer cost of $1,600. So your initial mailing for just your first postcard ONLY comes to $5,200.


HERE’S HOW TO CALCULATE YOUR ROI



But you also plan to execute a ten postcard drip campaign. Now multiply the $300 it costs to mail 600 postcards by your ten separate mailings you’ll send out every three days as follow-ups. Ten mailings times $300 equals an addition-al $3,000, so your total cost for the direct mail strategy is $8,200, which is the $3000 plus the initial mailing total of $5,200.

Next, determine your client acquisition cost.

The entire marketing program will cost $8,200 to create, design, produce and mail. Most direct mail programs have a one percent conversion rate, meaning that only one percent of all the postcards you mail will produce a new client. So mailing to 600 homes should produce six new clients. This means your client acquisition cost should average $1,367 per client, which is $8,200 divided by six new clients.

Remember your lifetime value equations? This is the perfect time to revisit them, verify their accuracy, update them if necessary and apply them to your child care. Suppose the fees for your child care services are $10,000 annually per child, and your target customer stays with you an average of four years. Let’s also assume your child care spends $5,200 per year on staff salaries, meals and supplies for each child. These figures take into consideration the additional staff the child care facility would need to handle the additional clients. This is your “cost of goods.”

You can now determine your target customer lifetime revenue. Take your $10,000 per year fee times the four years that clients stay with you and your lifetime revenue is $40,000.





Next, take your $40,000 lifetime revenue, and subtract $20,800 which is the cost of goods we said equaled $5,200 per year times the four years they stay with you, and that gives you a client lifetime profit of $19,200. Now subtract your client acquisition cost of $1,367 and you get a lifetime value of $17,833. Now remember, that’s PER client. This program generated six new clients, so your total profit comes to $106,998 over four years.

Now put it all together. Your total return on investment for just this one market-ing program is $106,998 over four years. That’s a 1,300% ROI. Not too bad for an $8,200 investment! But wait! Here’s the REALLY exciting part. This is your initial marketing program. It included ALL of your one-time development costs, which you WON’T incur in future mailings. That’s a savings of $4,900 of your initial total of $8,200.

Assuming you continue to average your one percent conversion rate, you should see your profits go from $106,998 per campaign to $111,900. That’s close to a 3,400% ROI. That’s the power of the Marketing Schedule. It keeps you on track and on target.





Your Marketing Plan and Schedule is the final component you need to complete a formal sales process for your business. It’s the first step toward helping you begin to create a competition-crushing marketing program.

The Marketing Schedule takes your previously completed Process Map and Schedule and drops them into either an Excel spreadsheet or a Word docu-ment and forces you to assign specific due dates to each and every tactic you need to complete in order to properly and effectively execute your marketing plan of action.


RECAP

* INTRODUCTION* DEVELOP AN EVENT CALENDAR* A MARKETING SCHEDULE IS YOUR “ROADMAP

TO SUCCESS”* HERE’S HOW TO CALCULATE YOUR ROI



In essence, your Marketing Schedule is the written outline you’ll follow when it comes to the execution of your marketing plan. It identifies the marketing cam-paigns you plan to run, each marketing piece that needs to be developed, the dates each marketing piece will be deployed and the milestones required for its successful implementation.

The Marketing Schedule also tracks the follow-up marketing components you want to use for those clients that don’t initially buy what you sell. Once com-pleted, you can combine the power of your revenue plan, your sales process and your marketing schedule and create an industry dominating marketing pro-gram. You will have the unprecedented ability to attract more clients, attract them with greater frequency, at a lower cost, and with total and complete con-fidence and certainty.

Taking the time to complete your revenue plan, your sales process and your marketing plan and schedule will, without question, become one of the most leveraged and highest income producing activities you may ever do. It will give you unprecedented control over the outcome of your financial goals and objec-tives. By investing the time to learn this information, you’re moving yourself and your business light years ahead of your competition.


RECAP

* INTRODUCTION* DEVELOP AN EVENT CALENDAR* A MARKETING SCHEDULE IS

YOUR “ROADMAP TO SUCCESS”* HERE’S HOW TO CALCULATE

YOUR ROI



Our next presentation will prepare you to begin developing one of the most im-portant, yet often neglected, business fundamentals around today, creating an online presence for your small business. No matter what stage of development your business is presently in, all small business owners want more revenue. Sales and marketing are the lifeblood of every business, but especially so for small business owners.

The key to dramatically increasing your sales and marketing results is totally dependent on your ability to attract not just more customers to your business, but more of your target customers. Creating the proper online presence is your first step to accomplishing this objective. Our next presentation will show you everything you need to know to create an effective online presence.


NEXT PRESENTATION



As you can see, our overall focus is to help you continue to build the business you’ve always dreamed of having, a business that provides you with financial freedom and an extraordinary life for you and your family.

Remember that a primary goal in the E-Learning Marketing System is to help you quickly develop the processes that will bring more revenue into your busi-ness. Each presentation brings us closer to accomplishing that goal. So until next time, here’s to your success.


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WEEK 26

YOUR COMPANION VIDEO LESSONYOUR GO-FORWARD MARKETING PLAN & SCHEDULE

FIND ALL YOUR LESSONS IN THE E-LEARNING WEEKLY SERIES SECTION OF YOUR MEMBER SITE

HOW TO BUILD A MULTI-MILLION DOLLAR

BUSINESSYour Step-by-Step Marketing Roadmap

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