8 Steps to Plan a Marketing Campaign

We are all gearing up for the holiday season and planning cozy winter vacations with loved ones. Although our thoughts are focused on pumpkin spice lattes, we need to remember that our marketing campaigns should never take a holiday break.

Proper marketing campaigns take time to plan and the lack of planning is usually why studios fail with their marketing. A successful marketing campaign isn’t possible if you’ve procrastinated. By the time you’ve scrambled to come up with a strategy you’ve probably missed your opportunity to implement anything. Sound familiar? If, so let’s take control by using the following steps.

Lets start by beginning no later than 8 weeks before the start of your campaign. Ask yourself these following questions:

  1. What is the goal of your campaign? What would you like to accomplish? Is it to generate more sessions? Generate awareness?
  2. Are we targeting new clients or existing clients?
  3. What’s your budget?
  4. What’s the potential? How many names? How well known are you and how strong is the competition?
  5. Which media will you use? Direct mail, social media, community displays, networking with other businesses, referrals, e-mail blasts, ect?
  6. Is this the right time? (Fish when the fish are hungry)
  7. Frequency. How many times do people need to be exposed to your message before they take action?
  8. Check with your overall picture. Budget for year round and look at your long term marketing goals.

Once you have completed this exercise, you can begin implementing your strategy.

Helpful Hint – In the age of technology, computers and other helpful electronic apps, I still hear having an oversized wall calendar to post not only your campaign strategies but reminders of when you need to start planning them is a big help.

Thanks for Reading,
Mark Weber


Creativity Through Branding

Creativity is what makes you unique, original and interesting. It’s the next step you take after being inspired. It’s the day dream of taking an ordinary idea, product or marketing piece and making it stand out from your competition. We see examples of it all around us. Just look at the clothes we buy, the computers we own, and the cars we drive.

Creativity through branding is especially apparent in Apple products. It wasn’t enough for Apple to have great computers. They also had to look beatuful and get people 100% bought into their philosophy. This concept has made their brand very unique. It even comes through in their commericals on TV.

Apple’s Commercials:

  • Never mentions a price.
  • Never offers special savings.
  • Consitant advertising.
  • Plays on emotional experience.

This needs to come across in your content too. People pay more for an experience. Look at Disney World, Las Vegas, fine dining and concerts. We could easily eat in and stay at home, but people like an experience. They’ll spend extra money on an experience because it’s memorable.


What experience can you provide that will create a buzz?

For example try offering a variety of gourmet coffees to enjoy. Or create a themed lounge corner in a corner of your studio to hang out. Bring in a chef to teach a cooking class in your home.  It doesn’t have to be expensive or complicated, but it does have to be memorable and fun!

Ask yourself these 3 questions:

  1. Is my brand fresh and relevant?
  2. Do all my materials appeal to my target audience?
  3. Does my brand carry through in all of my materials including my facility?

If you’ve answered no to one or more of these questions, you may find that it’s time to rebrand your business. If that is the case, I invite you to download the free copy of “The Branding Difference” 

Thats it for this month! Mark Weber