Internet Marketing Digital_marketing_for_dummies | Page 276

Creating a 30-day calendar
The next step is to get down into the nitty-gritty of what you’re going to do for the next 30
days.
A promotional campaign should have three goals:
Monetization: Making money or making a sale
Activation: Moving your customer forward on the customer journey
Segmentation: Becoming more aware of customers’ needs and desires so you can
segment your list and deliver value
For your first 30 days, we recommend that you set one of these promotional goals for
each week and reserve the fourth week for a wildcard campaign. A wildcard campaign
gives you the chance to try something new, get creative, test new ideas, or try to replicate
your most successful campaigns.
You can use a monthly planning worksheet (see Figure 11-4) so that you can easily track
which promotions you’re running and how they do. You might also plan a backup
promotion for each campaign in case the primary campaign falls, so that you still reach
revenue goals regardless of how the campaigns perform.