emm lesson 2 slides

CREATING THE PERFECT


MARKETING

CALENDAR 45

THE ROLE OF THE

PROMO CALENDAR (In Any Business… )

TO ELICIT ACTION! TO GET YOUR SUBSCRIBERS TO DO SOMETHING (WHETHER IT IS BUY, RAISE THEIR HAND, COME INTO THE STORE, CALL YOU, ETC)

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TWO VITAL ASSETS FOR CREATING A WINNING MARKETING CALENDAR…

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NUMBER 1:

Promotional Asset Sheet Product/Service Price

$

Transaction Occurs:

YOUR PRODUCT

On-line

Over Phone

In Person

Previously Sold with Email? Yes

No

If Yes, what were the results?

& SERVICE

Last Email Promotion:

CATALOG

Currently Available to Promote? Yes If No, why?

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No

Number of Emails Sent:

GATHERING PROMOTIONAL ASSETS

CREATE A PROMOTIONAL ASSET SHEET FOR EVERY PRODUCT & SERVICE IN YOUR CATALOG… • NAME OF PRODUCT OR SERVICE • PRICE (FULL PRICE & SALE PRICE) • WHERE DOES THE BUYING TRANSACTION OCCUR? • HAVE YOU SOLD IT VIA EMAIL BEFORE? • DID IT WORK??? • WHEN DID YOU PROMOTE IT LAST? • HOW MANY EMAILS DID YOU SEND? • IS IT CURRENTLY AVAILABLE TO PROMOTE? • IF NO, WHY NOT?

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Promotional Asset Sheet Product/Service Price

$

Transaction Occurs: On-line

Over Phone

In Person

Previously Sold with Email? Yes

No

If Yes, what were the results?

Last Email Promotion: Currently Available to Promote? Yes If No, why?

No

Number of Emails Sent:

NOW THAT YOU KNOW WHAT YOU CAN SELL… IT’S TIME TO FIGURE OUT WHEN YOU’RE GOING TO SELL IT (and WHO you’re going to sell it to…)

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Promotional Planning Worksheet

NUMBER 2: YOUR GOALS 


MONTH

1 JAN.

GOALS

SET PROMOS

REVENUE GOALS TARGET:

$

EXPECTED:

$

REMAINING: $

2 FEB.

TARGET:

$

EXPECTED:

$

REMAINING: $

3 MAR.

TARGET:

$

EXPECTED:

$

REMAINING: $

4 APR.

TARGET:

$

EXPECTED:

$

REMAINING: $

5 MAY

TARGET:

$

EXPECTED:

$

REMAINING: $

& PLANNED PROMOS

6 JUNE

TARGET:

$

EXPECTED:

$

REMAINING: $

7 JULY

TARGET:

$

EXPECTED:

$

REMAINING: $

8 AUG.

TARGET:

$

EXPECTED:

$

REMAINING: $

9 SEPT.

TARGET:

$

EXPECTED:

$

REMAINING: $

10 OCT.

TARGET:

$

EXPECTED:

$

REMAINING: $

11 NOV.

TARGET:

$

EXPECTED:

$

REMAINING: $

12 DEC.

TARGET:

$

EXPECTED:

$

REMAINING: $

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POTENTIAL PROMOTIONS

12 STEPS TO CREATE A WINNING PROMOTIONAL CALENDAR

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PROMOTIONAL PLANNING WORKSHEET Promotional Planning Worksheet

1. START WITH 12 MONTH REVENUE GOALS (WHERE DO YOU WANT TO BE?)


MONTH

1 JAN.

GOALS

SET PROMOS

REVENUE GOALS TARGET:

$

EXPECTED:

$

REMAINING: $

2 FEB.

TARGET:

$

EXPECTED:

$

REMAINING: $

3 MAR.

TARGET:

$

EXPECTED:

$

REMAINING: $

2. LIST NON-REVENUE GOALS (LAUNCH BLOG,PODCAST, BOOK, NEW LOCATION, ETC.)


4 APR.

TARGET:

$

EXPECTED:

$

REMAINING: $

5 MAY

TARGET:

$

EXPECTED:

$

REMAINING: $

6 JUNE

TARGET:

$

EXPECTED:

$

REMAINING: $

3. SLOT HOLIDAY PROMOTIONS INTO THE APPROPRIATE MONTH


7 JULY

TARGET:

$

EXPECTED:

$

REMAINING: $

8 AUG.

TARGET:

$

EXPECTED:

$

REMAINING: $

9 SEPT.

TARGET:

$

EXPECTED:

$

REMAINING: $

4. SLOT ANNUAL PROMOTIONS INTO THE APPROPRIATE MONTH

10 OCT.

TARGET:

$

EXPECTED:

$

REMAINING: $

11 NOV.

TARGET:

$

EXPECTED:

$

REMAINING: $

12 DEC.

TARGET:

$

EXPECTED:

$

REMAINING: $

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POTENTIAL PROMOTIONS

PROMOTIONAL PLANNING WORKSHEET Promotional Planning Worksheet

5. DENOTE SEASONALITY (SLOW AND BUSY MONTHS!)


MONTH

1 JAN.

GOALS

SET PROMOS

REVENUE GOALS TARGET:

$

EXPECTED:

$

REMAINING: $

2 FEB.

TARGET:

$

EXPECTED:

$

REMAINING: $

3 MAR.

TARGET:

$

EXPECTED:

$

REMAINING: $

6. SLOT NON-REVENUE GOALS INTO THE APPROPRIATE MONTH


4 APR.

TARGET:

$

EXPECTED:

$

REMAINING: $

5 MAY

TARGET:

$

EXPECTED:

$

REMAINING: $

6 JUNE

TARGET:

$

EXPECTED:

$

REMAINING: $

7. BREAK OUT REVENUE GOALS MONTHLY (KEEP SEASONALITY IN MIND)


7 JULY

TARGET:

$

EXPECTED:

$

REMAINING: $

8 AUG.

TARGET:

$

EXPECTED:

$

REMAINING: $

9 SEPT.

TARGET:

$

EXPECTED:

$

REMAINING: $

8. ADD REVENUE PROJECTIONS (SET PROMOS PLUS REBILLS AND SUBSCRIPTIONS)

10 OCT.

TARGET:

$

EXPECTED:

$

REMAINING: $

11 NOV.

TARGET:

$

EXPECTED:

$

REMAINING: $

12 DEC.

TARGET:

$

EXPECTED:

$

REMAINING: $

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POTENTIAL PROMOTIONS

PROMOTIONAL PLANNING WORKSHEET Promotional Planning Worksheet

9. SUBTRACT “EXPECTED” FROM “TARGET” & FILL IN “REMAINING” REVENUE NEEDED


MONTH

1 JAN.

GOALS

SET PROMOS

REVENUE GOALS TARGET:

$

EXPECTED:

$

REMAINING: $

2 FEB.

TARGET:

$

EXPECTED:

$

REMAINING: $

3 MAR.

TARGET:

$

EXPECTED:

$

REMAINING: $

10. BRAINSTORM ADDITIONAL PROMO IDEAS (LIST IN POTENTIAL PROMOTIONS)


4 APR.

TARGET:

$

EXPECTED:

$

REMAINING: $

5 MAY

TARGET:

$

EXPECTED:

$

REMAINING: $

6 JUNE

TARGET:

$

EXPECTED:

$

REMAINING: $

11. SPOT-CHECK AND ADJUST (DOES IT MEET YOUR GOALS? IS IT ACHIEVABLE?)


7 JULY

TARGET:

$

EXPECTED:

$

REMAINING: $

8 AUG.

TARGET:

$

EXPECTED:

$

REMAINING: $

9 SEPT.

TARGET:

$

EXPECTED:

$

REMAINING: $

12. LIST ADDITIONAL NEEDS (NEW PRODUCT/SERVICE, SALES PRESENTATION)

10 OCT.

TARGET:

$

EXPECTED:

$

REMAINING: $

11 NOV.

TARGET:

$

EXPECTED:

$

REMAINING: $

12 DEC.

TARGET:

$

EXPECTED:

$

REMAINING: $

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POTENTIAL PROMOTIONS

THE FIRST
 30 DAYS 56

4 TYPES OF 


PROMOTIONS 1.ACTIVATION

2.MONETIZATION

3.SEGMENTATION 4.WILDCARD

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NUMBER OF PROMOS THIS MONTH: _____ PROMO #: __ NAME: _____________

MONTHLY PLANNING

GOAL OF PROMO:
 ___ MONETIZATION ___ ACTIVATION 
 ___ SEGMENTATION ___ OTHER LIST SIZE: 
 ___ FULL LIST

___ SEGMENT

START DATE: ______ # OF MAILS: ____ PROJECTED REVENUE: _____________

REVENUE TARGET: $ _______

BACKUP PROMO : _______________

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THE ROLLING 


90 DAY


CALENDAR 59

WHY 90 DAYS?

• OFFER SPACING (60 - 90 DAYS IN BETWEEN)… • CAMPAIGN SPACING (90 DAYS IN BETWEEN)… • PROMO TYPE SPACING (15 - 30 DAYS IN BETWEEN)…

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WE USE A DRY-ERASE CALENDAR…

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