From the course: Marketing Communications
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Consider a phased marketing approach
From the course: Marketing Communications
Consider a phased marketing approach
- So now you've developed your comprehensive marketing plan. You've checked off many important items off your planning list. You probably think you're ready to roll out with your marketing program. Not so quickly. Do you really want to launch the entire plan all at once or do you want to take a phased approach? A phased approach will break up your launch activities into stages to accommodate your budget, resources, or to adjust your program for any product testing timeframes. For example, you're launching your e-commerce business, and you may want to have a beta testing phase or a soft launch before you start promoting and marketing your new website. Or if you have some costly marketing programs, perhaps it's a trade show event or salon type dinners with marketing influencers. If you're relying on the sales from your product rollout to pay the fees for your marketing program, then you should definitely have a phased approach. All of these situations would require the phased approach…
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