Profitable Marketing: Mothballs and Advanced Planning
There are two distinct areas to consider as your operation closes for the 1970-71 season. First, put last year’s marketing effort under a microscope and then into mothballs. Evaluate its true effectiveness, then store the successful elements for future use. Second, draft a general marketing plan for 1971-72, with emphasis on timing. These two items can’t be done easily, but there’s no reason to take several days either. If you’re in a hurry, make a simple list and then talk your thoughts into a tape recorder. Hearing your fresh, candid ideas some weeks later will be helpful.
Here’s a checklist of items to consider on last year’s marketing effort.
- Media Relationships/Publicity — List radio, TV, newspaper and magazine people who carried your news. Send a brief, personally typed letter of appreciation and flag them for early stories next year. What kinds of publicity stories received best coverage? A thank-you note to snow condition reporters wouldn’t hurt either.
- Promotions that “Failed”—Why? Be honest and you’ll save time and dollars next year. Would you hold any of the same promotions but under different circumstances? Is there any salvage value?
- Promotions that Worked—Did they really? List the specific things your time and money accomplished. Itemize all the costs, particularly staff time and any opportunity costs (like free life tickets).
- Advertising Effectiveness — Did your “old reliable” sources pull as well as usual? What was the cost per inquiry? What justification do you use for advertising in print media where cost per inquiry exceeds $2? Who, besides the time salesman at the radio station, indicates your spots are attracting business? Anyone can obtain advertising response, but did your inquiries actually convert to income? Which ads produced the most income, regardless of cost per inquiry?
- Data Collection — From last season’s operation, what statistics can help you judge marketing effectiveness and efficiency? Itemize now what any customer surveys revealed should be considered for next year’s program. Compare notes with area businesses to determine what they feel was good or bad PR this past season. Do it now, because next fall they will be too busy or forgetful.
- Budget: Actual vs. Projected—List why each cat-
