Marketing 2008: A Three-pronged Strategy

“How’s your 2008 marketing shaping up?” As a small business marketing consultant, the question comes naturally. The variety of answers amazes me. Surprisingly, with fewer than 30 days left in the year, some people have given 2008 marketing little thought. Others have pages of ideas and no action items.

I’m most intrigued with the simple statements. For example, Holly Hitzemann, an eco-conscious toy manufacturer, told me that Perennial Toys expects to use four marketing channels in 2008:

• Trade shows and special events
• Public relations
• Direct response programs
• Internet

Do I think Perennial's strategy will succeed? Yes. Unlike the majority of small business owners, Holly has pared her plan to essentials, refusing to be sucked into the conundrum of complexity. The four tactics that she outlined work well together. Direct response cards go out after every trade show; stories about the product lines are pitched to specific reporters at targeted publications. A year- long calendar of event opportunities is a virtual public relations feast in the making. Her web site serves as a primary sales vehicle and is updated regularly.

The point is that Holly has developed specificity. In addition to working only four major tactics, she has also developed three themes that Perennial expects to leverage as guides for marketing activities:

• Environment – alliance partners as well as the products themselves represent the eco-conscious aspect of Perennial’s toys. The mission of the organization connects children to earth’s habitat. Further, a portion of every product sale goes to Defenders of Wildlife as well as Amigos Bravos, a river restoration organization in New Mexico.
• Community – instead of a shotgun approach which assumes that everyone is a prospect, Perennial will match community involvement with appropriate targets. Think children’s wards in hospitals.
• Products – the river otter coloring book, due for release next week, has already sold more than 1000 pre-order copies as a result of targeted pre-publicity.
  

Every action for the coming year will be evaluated against the three-prong strategy. Can you present a marketing plan equally simple?