Your marketing plan should define your business, how you are different from competitors, how you will measure success, your operating principles, and how often you review your plan. You should focus on maximizing sales by understanding customers and using variables like reach, frequency, and messaging in media to shape success. Successful businesses view advertising as an investment rather than a cost.

1. Welcome
Thinking Beyond the
Phone Book
Sales & Marketing

2. Ralph Trimmer c.1962

3. Advertising – What is it?
Advertising is the
_______________
to the party.

4. Marketing – What is it?
Marketing is all the
______________
that goes into the Party!

5. Your Marketing Plan
• What business are you in?
• How are you different from your competitors?
• How will you know when you achieve
success?
• What are the principles by which you operate?
• How often do you review and revise your plan?
• How do you maximize sales success?
• How do you use the media to achieve and
shape your success?

6. Your Customers…
People do not respond to
advertising
They respond to …

7. The Variables..
Reach
Frequency
Message

8. Your Investment
People who successfully grow their
businesses through advertising
consider advertising to be an
INVESTMENT

9. Thank you!!
859-533-3964

10. Thank you!!
859-533-3964