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High-value marketing tactics are the ones that:


  1. Reach your target audience (we identified them in Step 1).


  1. Can communicate a meaningful message about your business (example, radio advertisements are limited in what you can say in 30-seconds).


  1. You can afford to do properly, without cutting the corners and negatively impacting on results (such as paying to exhibit at a trade show, then

Skimping on signage, so people cannot tell what you offer)


  1. You can monitor for results.


  1. Can create synergy when used in combination with other marketing tactics. (example, a regular newsletter where you can promote upcoming seminar



The final part of this step is to create a schedule, or a marketing action plan. This way you can effectively manage your marketing activities to stay

Within your budget, allow time to prepare for each activity to make it as effective as possible (avoiding costly last minute reactions) and easily meet

Important deadlines.

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