Don t fall into the trap of many neophyte marketers who feel if they ve placed a few ads, they have a marketing plan. To maximize your dollars, be sure PR efforts and advertising reinforce each other. They should be engineered to build on one another, establishing a cohesive, forceful image in the prospect s eyes. PR creates excitement. Ads contribute drama.
Sales presentations reinforce enthusiasm.
Together, the elements culminate in a big bang. Individually, they can be diluted and ineffective. Quantify your goals. A marketing plan isn t an academic exercise. It should be a living, dynamic tool.