One of the most important things you can do for your business is to quit keeping it a secret! Getting your name out there with marketing efforts increases your chances of making a sale. That’s why Enertech enrolls all of our dealer partners in our Branding Support Program. In 2015 we introduced a marketing plan component to the program to help you budget for your marketing efforts. Dealers who submit marketing plans could be eligible for extra Branding Support funds. That’s a good reason to submit a marketing plan! But there are also several other ways a marketing plan can help you grow your business in 2016. Check it out!
One of the most important benefits of completing a marketing plan is that it forces you to think about how successful your previous marketing efforts have been. Taking time to intentionally make a plan can help you avoid doing the same stale advertising year after year—and ensure that you spend more marketing dollars on the things that have worked well in the past. Having a plan is a key step in getting the most out of your marketing dollars.
If you don’t have a comprehensive marketing plan it’s easy to get stuck in a rut doing only one type of advertising over and over again. There’s nothing wrong with continuing with what has been successful in the past, but it’s also a good idea to have some diversity in your marketing efforts. A marketing plan helps you to avoid sticking exclusively to flyers and encourages you to try a mix of different marketing channels. Consider radio ads, direct mail postcards, billboards, print ads, online advertising and more! Visit the Enertech secure website for a variety of ad concepts.
A marking plan will also help you to stay focused in your marketing efforts when advertising representatives call you trying to sell you on their idea. It’s easy to spend a lot more money than you intend to by simply saying yes to every opportunity you are presented with over the phone. Having a marketing plan will help you stick to your budget and to quality marketing programs with proven success.
Planning your marketing efforts a year at a time also ensures you won’t run out of marketing money early in the year. You don’t want to do all of your advertising in the first two months of the year, but when you don’t have a plan that’s easy to do. A marketing plan gives you an opportunity to really budget for each advertising program you want to participate in and to make sure you spread them out throughout the year.
Enertech introduced the marketing plan component of the Branding Support program to help you enhance your marketing efforts and get more bang for your buck, but it also helps you stay on track with your branding support claims. Remember that claims are supposed to be turned in each quarter, not all at once the last week of December. For a refresher on the Branding Support program, visit the secure website.
Many dealers think that a marketing plan will pin them down and prevent them from being flexible during the year, but that’s not the goal at all. If you get midway through the year and discover that something isn’t working for you or an adjustment is needed, you can simply amend the marketing plan. It’s not a contract; it’s a tool to help you get the most out of your marketing efforts.
And the best part is that it’s not hard to complete a marketing plan. Use the Branding Support claims you submitted last year as your guide and make a simple list of what marketing you want to do this year. Be as detailed as you can, but a simple line item describing what you will do, approximately when you will do and how much it will cost is all you need. From start to finish it will probably only take you about an hour to complete. Try to have your marketing plan done as early in the year as possible to get the maximum benefit. Your Sales Manager can help you build a strategic plan, and provide assistance if you run into any roadblocks.