85 How I Build My Annual Promotional Calendar

December 9, 2020 by Corinna

It’s the end of the fiscal year, and that means I’m looking ahead to build my marketing plan for 2021.

Yes, we actually create a forecast and plan. This is a necessary step for me. I didn’t always have a plan. I used to just say, “I need to make this much money…,” but I didn’t have a really good idea of how that would come in.

And when I didn’t make enough money, I would wonder, “Now what did I do wrong?”

Here’s a truth: Audacious goals don’t manifest unless you have a strategy to get there.

So now I set audacious goals, and I create a strategy to make it more likely that I’ll get there. So how do I go about mapping out my promo strategy? Well, in this episode, I walk you through my process. I share the 8 steps we follow. You’ll learn the questions you need to ask along the way so that your plan is realistic and ready to launch.

Hit play and let’s get started!

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Some of the resources mentioned in this episode:

• • Find my Facebook group for farmers! I jump in here every month to teach farmers tips and fundamentals of marketing.
  • In December, 2020, I’ll be doing a free Book study of Donald Miller’s best-selling book “Building a Storybrand.” Buy the book here and join me inside my Facebook group for video sessions twice a week. As you read the book, you’ll be developing your brand’s message and “brand script” that you can use to create your website message, Facebook posts, fliers, and more.
  • I mention the Customer Value Journey course in this podcast. Go watch it now. It’s super economical, and will be the best $29 you ever spent!! This is a short one-hour training that explains in detail the 8 stages all customers pass through in your business. If you want someone to move from “unaware you exist” to “brand ambassador,” what stages do you need to guide them through? When you know what they are, you can more clearly see the “systems” and mechanisms you must build that will trigger them to move through the stages.
  • Episode 79 and Episode 80 are helpful for anyone who wants to know what data you need to find out about your customers. What information do you need to glean to be a more effective marketer?
  • Purchase my online course “Customer Research Bootcamp” to learn HOW to research your customers and find out the critical data that will help you target the “right” avatar and find more of them.
  • Want to check out Local Line? It’s my e-commerce platform of choice. You will get one free premium feature if you use my affiliate link.
  • Michael Kilpatrick has a course called “How to Sell Micro-Green Kits”  — I took it and it was awesome! It’s now inside Small Farm University. Go here to learn more.
  • Learn more about how to sell more stuff to your customer in my podcast episode about “The Value Ladder.” Listen here.
  • How to Raise Your Prices with Confidence — Episode 72 of my podcast — SUPER helpful. I know it’s hard mentally to raise our prices. Listen, it’s ALL mindset. You need to hear this episode!! One great way to increase revenue is simply to raise the price a little bit. And 2021 is the PERFECT year for farmers to do it. No one will blink.
  • Grab my Promotional Planning Grid — download a blank version and use it for yourself!

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My hope is to feature guests periodically on the show. If you know someone who is innovating in the area of marketing as a farmer, please send me an email at mydigitalfarmers@gmail.com.

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