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Creating a 90 Day Marketing Plan

Hi there.

I am re-publishing this article today for several reasons.

Most importantly is that I want people to have an opportunity to make 2011 a really great year and that starts by building a plan.

The 90 day plan format is perfect for so many reasons, not least it is manageable and achievable for pretty much anybody.

The vast majority of business owners (over 90%) will go into 2011 exactly the same way they went into 2010, but will expect and hope for different results.

By taking just a few hours out of your business and concentrating on planning and strategy for the first quarter of the New Year has the potential to make a massive difference.

This Friday (10th December) I have just two spaces available for my last and best 90 day planning day of the year.

If you really, truly want different results in 2011 then you really, truly need to do something different. Building a great plan is the best place to start.

These workshops have been going on all year every 90 days and we have returning business owners at each event. They have an edge over their competition – you can too.

Join us this Friday 10th 12 noon through til 16:30 with lunch provided.

  • Small group
  • Planning workbook to complete
  • 121 time with the coach to help you find some goals and objectives
  • Help with building your very own plan
  • Work together with like minded local business owners

It’s not too late to book, simply go to www.iandickson.biz/events

, Creating a 90 Day Marketing Plan

It’s that time of year where we begin to evaluate how well we did and start to develop new plans for this year. This year I’d like to suggest that you try something new, rather than creating a one-year marketing plan or a five-year marketing plan, why not try creating a 90-day plan?

While it’s important to always monitoring your marketing it is vital in this economy to be diligent and watch where you spend your marketing pounds as well as track how effective your marketing campaigns are.

Why a 90-day plan?

  • You can use it to clearly track progress in the short-term.
  • You can use the data you gather over the 90-days to create a baseline that you can use to track your grand plan.
  • It enables you to re-direct your plan if something is not working and do it quickly without worrying that it will affect your annual plan.
  • Using 90-day increments enable you to stay in tune with change and meet the market demands, without detouring from your master goal.
  • Your master plan will not become irrelevant, because your 90-day goals will continue to drive you the finish line.

What better time to get started than today? I’ve always noticed when working with companies to redo their marketing plan and build out a workable strategy that it ignites a new excitement about the business and the potential that may have been lost in the paperwork and busyness of day-to-day duties.

Are you ready to get started? Find a quiet place, sit down and spend some time evaluating and answering the following questions:

  • What marketing worked well for my business in 2010?
  • What marketing worked well, but could have done better in 2010?
  • What marketing did I do in 2010 that didn’t work well at all?
  • The marketing that I did in 2010 that did well, performed well because:
  • The marketing that I did in 2010 that failed, failed because:
  • In the next 90-days, I define my target market as?
    • Will I change the geography I target?
    • Will I target a different income level or demographic of consumers?
    • Will I target product-oriented users, service users or both?
  • In 2010 my consumers could be defined by target market as?
  • What marketing vehicles will I use in the next 90-days and why?
  • I really need to work on enhancing, concentrating or revising my marketing message by:
  • In the next 90-days my marketing budget will be?

Now use the answers to these questions and chart them on a 90-day timeline. Set your start date, your end date and what you will do in between. Evaluate weekly how your plan is working, make changes where you need to and adjust when necessary. When you list out what has to happen in the next 90-days, you’ll have a clearer picture of priorities, a realistic working plan, and the results you’ll generate.


  1. Very generous post, Ian. That’s solid advice from hard-earned business experience.

    Have you ever thought of presenting it as a video-podcast?

    Keep up the excellent work.

    Best, Robin 🙂

  2. In the end, sit around, and feel bad, or direct that energy into something productive. Marketing Plan

  3. Jenny Todd says:

    Thank you for this, I have been struggling with this all over Christmas and can now see the way forward thank you

  4. Well, 2010 is almost gone. Time to take your advice about my marketing plan for 2011. It would be interesting to learn if the people who commented before have made progress with their plans.

  5. Jan Jack says:

    This was a great article. Common sense and a reason to sit down and think hard about the coming months.

    Thanks Ian.

  6. Marcos Fernando says:

    Coach I’m a beginner and sincerely want to know if you have printed his lecture on the business plan. – BIZ-SAT-NAV.
    Thank you.

  7. Shirley says:

    I know this was from a year ago,, but I want you to know we are still finding this outline of questions very valuable in training our marketing team. Thanks, Ian for your generous sharing. Hope to see you state-side someday!

  8. Camercie says:

    Thanks for sharing supreb informations. Your web-site is very cool. I’m impressed by the details that you’ve on this website. It reveals how nicely you understand this subject. Bookmarked this website page, will come back for extra articles. You, my friend, ROCK! I found just the information I already searched all over the place and just couldn’t come across. What a perfect web site.

  9. Great info. Lucky me I found your blog by chance (stumbleupon).
    I’ve book marked it for later!

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