Internet Marketing Digital_marketing_for_dummies | Page 273

How many emails you sent about this product
Whether the product is currently available to promote (and if not, why not)
You may be wondering why you should spend so much time cataloging your marketing
efforts. Wouldn’t that time be better spent, perhaps, marketing those assets? The truth is that
by carefully tracking the sales of your products, as well as the marketing campaigns that
correspond with your sales, the job of marketing those assets becomes much easier. When
you know what you have available to sell and the results of the promotions you’ve
employed in the past, you can simply do more of what’s working and less of what isn’t.
The time you spend cataloging and analyzing these assets and the campaigns surrounding
them is valuable marketing time. We believe that all marketers should gather the
promotional assets from all the products and services they offered so that they know
exactly what they can sell, how they can sell it, whom to sell it to, and (perhaps most
important) when to sell it.
Creating an annual promotional plan
After you catalog your assets, create an annual promotional plan. This plan aligns your 12-
month revenue goals with your annual promotions and marketing efforts to help you reach
your goals. Figure 11-3 shows a sample worksheet.