Marketing is more than advertising. It refers to delivering value and benefits by creating products and services that will meet the needs and wants of customers. Another important component of marketi
Use this worksheet to outline your marketing schedule, listing each type of marketing vehicle, the frequency with which you use it, and what it costs you annually. This is the basis of your marketing budget and will be used in the Financials section of your business plan.
| VEHICLE SPECIFICS | FREQUENCY | COST PER YEAR |
| Professional Assistance | ||
| Marketing/PR Consultants | ||
| Advertising Agencies | ||
| Social Media Specialists | ||
| SEO Specialists | ||
| Graphic/Web Design | ||
| Brochures/Leaflets/Flyers | ||
| Signs/Billboards | ||
| Merchandising Displays | ||
| Sampling/Premiums | ||
| Media Advertising | ||
| Print (newspaper, etc.) | ||
| Television and Radio | ||
| Online | ||
| Other Media | ||
| Phone Directories | ||
| Advertising Specialties | ||
| Direct Mail | ||
| Website | ||
| Development/Programming | ||
| Maintenance and Hosting | ||
| Trade Shows | ||
| Fees and Setup | ||
| Travel/Shipping | ||
| Exhibits/Signs | ||
| Public Relations Activities/Materials | ||
| Informal Marketing/Networking | ||
| Memberships/Meetings | ||
| Entertainment | ||
| Other | ||
| Total | $ |
Often the best marketing vehicles are not the most obvious or the most expensive. A large ad in a specialty publication may prove far more effective and less expensive than a small one in a general newspaper. Building a presence on a social media site targeted to a specific audience can bring better results than being on the most popular social media sites.
You may want to consult the Standard Rate and Data Service to find names and advertising rates of specialty and general publications. To find information on trade shows, look online for trade organizations in your industry.
