Once you know how you want to approach individual customer groups, it should be easier to allocate your marketing budget to individual marketing campaigns.

Before we use start any serious marketing campaign planning, you should look at these areas:

• Target Market – Who are you targeting with this marketing campaign? What type of potential customers?
• Reach of Campaign – How many customers can be reached by your campaign? This depends on the actual type of marketing campaign, eg:

• Brochures – How many brochures will you distribute?
• Print Advertising – What is the circulation of the magazine? How many people will get to read it?
• Radio/TV Ads – What is the listenership or audience of the radio/TV station? How many people will listen to or watch the show?
• Personalized Letters – How many letters will you send?
• Networking Events – How many people will hear your marketing message? How many will you meet?
• Exhibitions – How many people will attend?
• Seminars – How many people will attend?
• Online Marketing – How many visitors will come to your website?

• Expected # Leads – How many potential customers do you expect to contact you after the campaign?
• Expected # Sales – How many customers do you expect to buy from you after the campaign?
• Expected Sales Value – How much sales will the campaign generate?
• Expected Marketing Budget – What is your marketing budget for the campaign? How much will you spend?