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Management Practices

Marketing Basics: Follow Your Plan, Avoid Shiny Objects

Zane Hagy | August 11, 2015 | 6:56 AM

If you don’t have a marketing plan, create one - then come back and read this post. It can be a
simple plan (a few simple goals and a few simple action items to reach each goal).
Now, think about your marketing plan every time an opportunity confronts you.
* When a media representative calls you to tell you about a great promotion that will pass
quickly because all the reps are trying to sell it…think about whether or not this fits your actual
plan, goals, and budget before you decide to snap up those radio spots.
* Are you consistent in your communications so that social media, web site, electronic
newsletters, and print pieces inside your salon are all promoting the same cohesive
messages?
* Sit down each month and reassess where you are, where you want to be, what obstacles
might be in your way, and how to reach your goals. Adjust your plan as needed, but always
follow it.
Following your plan is easy, as long as you focus on it. Lose focus, and you’ll find yourself
chasing shiny objects and wondering why. Don’t buy media because it’s suddenly cheap unless
it fits your plan, and don’t choose battles that don’t advance the greater cause. Stay focused
and remember where you’re trying to go and how you wish to get there.

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