Advanced Marketing Planning

This form is designed to help you determine which aspects of advanced marketing would work best for your business and assist you in planning your programs.

Name *

First

Last

What is your primary purpose?

Attract new customers
Engage current customers
Both

What is your secondary purpose?

Teach people about your company/products/services
Highlight a special program you are offering
Keep in touch with current contacts

Which promotional effort are you considering?

Drip Campaign
Workshop
Both
Other

If you indicated "Other" above, please describe your plans:

WORKSHOP CONSIDERATIONS

Please answer these questions only if you are planning on offering a workshop or series of workshops. Online workshops have become one of the best ways to attract new clients during these days of COVID concerns.

What topic(s) do you plan to offer?

What is your expected timeframe for offering your workshop(s)?

When do you plan to offer your first workshop? What dates do you have in mind for subsequent workshops? (if applicable)

Will you charge a fee for your workshop(s)?

How will people access your workshop(s)?

Online, no registration required (Such as Facebook Live)
Online, registration required
Live, no registration required
Live, registration required
I don't know

Select one primary access even if different workshops will require different types of access.

How many registered participants do you expect for your workshop(s)?

How will people hear about your workshop(s)?

Select all that apply

Budget consideration:

If you are planning to use online ads, direct mail, and/or printed advertisements, how much are you budgeting to pay for these forms of marketing per workshop?

What "Bonus" items will be included for registered participants?

Free downloads such as guides, tip sheets, digital books; free consultations, etc.

Do you plan to have a follow-up survey/evaluation?

Yes
No
Not sure

Are you going to videotape your workshop to use for future promotions?

Yes
No
Not sure

Will you need your presentation (PPT/Keynote/etc.) put into a professional, branded template?

Yes
No
Not sure

Will you want a landing page to promote the workshop(s)?

Yes
No
Not sure

A custom landing page provides the details about the workshop and how it will benefit participants. It is an important part of the marketing plan, especially for programs requiring registration.

Will you want technical support for online workshops?

Yes
No
Not sure

Technical support includes: setting up the Zoom or other webinar program; sitting in on the workshop(s) with copies of the presentation and other materials in the event technology fails; fielding and forwarding participant questions as needed

Do you want automated email reminders sent to people who registered for your workshop(s)?

Yes
No
Not sure

Once people have participated in your workshop(s), do you want to reach out to them with targeted messages and calls-to-action through a drip campaign?

Yes
No
Not sure

What other follow-up plans do you have for registered participants?

What will you do AFTER the workshop is complete? How will you reach out to registered participants? What will you offer participants? What will you do for people who registered but did not attend?

What is MOST important to you?

Putting something out there right away
Putting together a program that will help build business over time
Other

If you selected "other" in the previous question, please explain:

DRIP CAMPAIGN CONSIDERATIONS

• Drip campaigns are effective when you have new customers/clients you want to bring up to speed, or when you have potential clients you want to win over. • You can set up as many drip messages as desired. And, they can be as simple as one basic message/topic, or with several messages/topics which looks more like a newsletter. • Drip messages can be timed out in any manner you desire. From minutes/hours between messages to days/weeks between messages. • To initiate a drip campaign, you must have a contact management program that allows automation. The program you have determines how substantive your drip campaign can be. For some businesses, Constant Contact and MailChimp will work. Others require more diverse programs. (TERIC offers a comprehensive drip program if needed.) • A minimum of 4 drip messages are recommended for each specific campaign.

What is the main purpose of your drip campaign(s)?

Each drip campaign must have a specific purpose/theme. It could be to teach people more about the products/services you offer, highlights on one specific product/service, or information and tips relating to one topic area.

How many drip messages do you want in your first campaign and what are the primary messages for each?

What will start the first drip?

Newsletter signup
Workshop registration
Download registration
Current contact list

You must determine how people will be added into the drip automation - what will start the campaign? Select all that apply.

ADDITIONAL COMMENTS:

Please share any additional comments/considerations/questions you have regarding Workshops or Drip Campaigns.