Bill Koelzer and Associates - Business Consultant

More Business Strategies & Tactics

Ultimately, your tactics should collectively add up to a "position" that the firm holds in the marketplace. And this position is what people think about that firm, as they are considering all the firms in that particular business category, ex. What position does Maytag washers hold in your mind among all other washing machine brands?
Consequently, the marketing plan is the foundation on which the company's other operating plans are built. It defines the goals, principles, procedures, and methods that determine your company's future.

Example of a short-term tactic:

A typical broad-product-line, fine gift store on Del Mar Avenue in San Clemente, California advertises the sale of beach towels and coffee mugs that bear the Ocean Festival logo the week before and during the gala, region-wide Festival period.
The store hands out a dozen free beach towels to tourists who are sprawling on the beach the day of the festival and to key festival booths to hang as sunshades, being sure that these promotional towels have the logo-side out and also have printed on them the a map to the store where people can purchase more towels as mementos.

Note: This imaginary gift store traditionally does not sell towels. But who cares? The deviation from its normal practice drives dozens of people to discover the store and these same people may return to purchase more than towels at a later time. The Point? Tactics to increase sales may have nothing to do with a firm's traditional business. If you want to get noticed in the crowd you gotta somehow raise your hand!!!

( See: making your advertising memorable )