Your Planning Grid

Where should you focus your marketing time, money and efforts?

INSTRUCTIONS

Use this chart as a guide for planning your marketing activities. Aim to include at least one targeted activity in each box. Focus on effectiveness—generating measurable results—rather than just efficiency or low cost. Your goal is to reach the right audience with the right message through the right media.

Customers

“Customers” are individuals who have purchased from you at least once. Use the activities in this column to generate more business and referrals from current or past customers.

BEST PRACTICE: Focus the majority of your marketing time, budget, and effort on serving and staying connected with your customers.

Prospects

"Prospects" are people who are aware of your business or have contacted or visited you but haven't made a purchase yet. Use these activities to convert prospects into customers.

BEST PRACTICE: Collect their contact information and follow up consistently until they make their first purchase.

Suspects

“Suspects” are people who fit your ideal customer profile but haven’t yet shown interest or contacted you. Use these activities to attract new leads and turn them into prospects or customers.

BEST PRACTICE: Clearly define your ideal customer and target your marketing efforts specifically toward them.

Personal Media

One-on-one communication with a customer, prospect, or suspect—such as a phone call, meeting, or personal message.

Direct Media
Used to reach a highly targeted audience with minimal waste—ideal when you want to focus on a specific group and avoid contacting unrelated markets.

Online Media
Combines the precision of direct media with the reach of mass media. It’s a cost-effective way to connect with all three markets.

Off-line Media
Any mass media that isn’t online, such as TV, radio, billboard, or print advertising. It allows you to reach a broad audience at a relatively low cost per person.

Your Planning Grid

Direct Media
Used to reach a highly targeted audience with minimal waste—ideal when you want to focus on a specific group and avoid contacting unrelated markets.

Online Media
Combines the precision of direct media with the reach of mass media. It’s a cost-effective way to connect with all three markets.

Off-line Media
Any mass media that isn’t online, such as TV, radio, billboard, or print advertising. It allows you to reach a broad audience at a relatively low cost per person.

More Stuff

Specialties

Philosophy

Your Planning Grid

Direct Media Used to reach a highly targeted audience with minimal waste—ideal when you want to focus on a specific group and avoid contacting unrelated markets.

Online Media Combines the precision of direct media with the reach of mass media. It’s a cost-effective way to connect with all three markets.

Off-line Media Any mass media that isn’t online, such as TV, radio, billboard, or print advertising. It allows you to reach a broad audience at a relatively low cost per person.

More Stuff

Specialties

Philosophy

Direct Media
Used to reach a highly targeted audience with minimal waste—ideal when you want to focus on a specific group and avoid contacting unrelated markets.

Online Media
Combines the precision of direct media with the reach of mass media. It’s a cost-effective way to connect with all three markets.

Off-line Media
Any mass media that isn’t online, such as TV, radio, billboard, or print advertising. It allows you to reach a broad audience at a relatively low cost per person.