CHAPTER 3
Implementing the Marketing Plan
You have written your marketing plan, and it’s looking good. Now we need to make that plan work for you.
Although there may be a number of other aspects to implementing your marketing plan, the most common components are
• Media promotion
• Online promotion
• Publicity
• Database/loyalty marketing
• Signage
We have included information about each of these components.
Media Promotion
Although you can go out and simply purchase media, like any other company, this is not all that common, primarily because it ignores the fact that you have a lot to offer a potential media partner. Instead, most sponsees embark upon media promotion to achieve their objectives without spending a fortune.
Generally, media promotions ...
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