Sohnen-Moe Associates, Inc - Marketing Mastery 2016

We welcome you to the 16th year of Marketing Mastery! Many of you have been with us since the beginning of this service and we hope your practices are flourishing. We’d love to hear your success stories and will even post them on our site (if you wish). For those of you who are relatively new subscribers to Marketing Mastery, be prepared to take your practice to new levels!

Description

This is a comprehensive marketing plan designed to take a beginning practitioner to a full practice, as well as help established practitioners move to the next level (or maintain their current level). We realize that there is a lot involved here. If you are only interested in increasing your client base by a small increment, then reduce the time invested and number of activities detailed in this plan.

Note that while many of the goals may be the same from last year, you can use new ways to implement them. For instance, you can choose different charity events, pick a different person/company for your cooperative marketing venture, and even develop a totally new target market.

The Goals and Activities are divided into three sections:

  • Practice Building Goals and Activities
  • Maintenance Goals and Activities
  • Specific Goals and Activities for Both Practice Building and Maintenance

The Building section contains activities to foster business growth. The Maintenance division includes activities for client retention and sustaining your presence. The Activities that cross over are grouped together. The major difference for those who are just beginning is that the time investment is greater for Building. New practitioners usually need to devote substantial time in networking and establishing credibility.

Actual Dates of Activities

Please note that the actual dates you choose for your major activities, such as open houses and presentations, might not take place on the dates we chose. You may need to adapt the dates of the planning steps accordingly. Plus there are several ongoing activities (e.g., attending networking meetings, giving complimentary sessions to allied health practitioners) that aren’t listed in a specific week as the dates of these activities will vary according to your schedule. Please put them in the appropriate week’s Goals and Activities list.

For those of you who have a group practices or run a business that includes contracting with other therapists, keep in mind that in general, the broad-based marketing activities are the same as those for a solo practitioner, but the implementation is different. For example, if the goal is that you host an open house, the major differences would be that the people invited might represent a wide variety of target markets, and the “presentations” done by each practitioner would have to be limited in time to accommodate the number of practitioners.

Features

Calendar Awareness Dates

We have an extensive list of calendar awareness dates to inspire you to develop promotions related to those themes.

  • Health Awareness Dates

    National Health Information Center list of health awareness dates.

  • Observance Dates

    A list of Observance days, weeks, or months set by a major organization or government to commemorate a holiday, medical research, or ethical cause of importance.

  • Fun Dates

    A list of whimsical observances to celebrate.

The calendar awareness dates list is hosted on our website so that you can peruse it at your leisure. We suggest that you also look up awareness dates that are specific to your target markets demographics and health concerns (and sometimes a combination of the two) as we might not have found everything.

For instance, let’s say that one of your target markets is runners. Search for Runners + Awareness Dates and you find quite a few links. When I did this, I found out that May is National Runner’s Month. Some marketing ideas to tie into this Awareness Month are: look for ways you can piggy-back into media coverage that will already be happening; offer a special promotion for runners; volunteer at a running event.

Let us know if you find other awareness dates that you would like us to add to the master list.

Support Resources

At SMA, we have always been committed to supporting small business owners in developing profitable, enjoyable businesses. We want people to do what they love and earn a decent living doing it. We believe in supporting people in living their lives and running their businesses from their values. We help make managing and marketing businesses a pleasure. And we are doing that even better with additional resources we have recently added from Massamio and Natural Touch Marketing.

Free Business Management and Marketing Information

Combined with our original (and ongoing) free resources available at www.Sohnen-Moe.com, we now have an extensive array of free support products on our Blog Site and Community Site:

Downloadable Marketing Products and Templates

We are selling digital marketing products (formerly available through Natural Touch Marketing) that can be downloaded and used in email blasts, newsletters, and websites, or printed through companies such as VistaPrint. These items include gift certificates, postcards, client education brochures, website banners, and business card backgrounds. We will continue to add other products to our online store, such as informational articles and community outreach kits.

Additional Facebook Resources

If you have any questions on marketing (or anything related to business), please post them on our SMA Facebook page. It's also a great way to get announcements and promotions, and get involved in discussions on business and ethics. This way, in addition to getting feedback from us, you can also support each other.

We also have a separate Retail Mastery Facebook page for resources, tips, and discussions on how to ethically and effectively increase your product sales.

Visit (and “Like”) our pages. Share them with your friends.

Comments

We do receive comments and suggestions, and incorporate them whenever possible. Some of the requests we receive are too specific to include in this venue, such as how to market a certain type of practice. Our subscribers represent a wide variety of professions: massage therapists and other somatic practitioners; acupuncturists; counselors; energy practitioners; physical therapists; personal trainers; nutritional consultants; yoga instructors; spa owners; physiotherapists; coaches; estheticians; movement practitioners; chiropractors; and artists. Therefore, we purposefully make the suggestions broad enough so that most practitioners can utilize them (and of course, we expect you to eliminate the ones that are not applicable).

Effective and consistent marketing is a major key to a successful career. Marketing Mastery provides you with a one-year detailed marketing plan. You may use all or part of this plan to expand your marketing and networking efforts, increase your visibility in the community and, of course, increase your client base. We realize that these suggested projects may need to be done at different times than listed. Please review the full year’s goals and activities and make any adjustments. Then add or delete specific steps to the monthly and weekly Goals and Activities that we send you.

We have also included selling products and understand that some of you may not be interested in getting involved with this aspect of business. Just keep in mind that it can be a good way to add passive income and support your clients by providing them with easy access to products that they might not know about or be able to easily obtain. For more information on product sales, please  check out the full chapter on Retail Management in the 5th edition of Business Mastery (available Mach 2016).

We start this with an overview of the full year to be followed up with monthly plans and weekly detailed goals. The [bracketed activities] are specifically for newcomers to Marketing Mastery. Hopefully those of you who have been with us for a while have already accomplished those goals.

We wish you great joy and success in all you do!

Overall Marketing Plan
for 2016

Purpose:

  • I have a full practice (or whatever your purpose is).

Priorities:

  • My career is fulfilling and provides me with the income I desire.
  • My clients receive quality care and education.
  • My business affairs and practice management are dealt with efficiently and in a timely manner.
  • I have up-to-date marketing materials available.
  • My skills and services are consistently promoted throughout the year.
  • I continually expand my knowledge and skills.
  • I support my community.
  • I support the development my profession.
  • I provide quality products and information about them to my clients.
  • I take care of myself physically, emotionally and spiritually.

General Activities

  • I invest at least 8 hours per week marketing my business for growth, 4 for maintenance.
  • I have a database of addresses, e-mails and contacts for all local media: radio, TV and newspaper, and keep it updated throughout the year.
  • I invest at least 6 hours per month in social marketing (e.g., Facebook, LinkedIn, Twitter) and blogging.
  • [I develop at least three distinct target markets.]
  • I continually refine my target market profiles.
  • I analyze my marketing activities at least twice this year.
  • I do at least three cooperative marketing projects.
  • I review/update my marketing plan monthly.
  • I read at least one book per year on marketing.
  • I keep excellent records.
  • My equipment is in excellent condition.

Business/Practice Management

  • [By the end of January, I have computer software that assists in my practice management and financial organization.]
  • I meet with my business coach in December to plan for the next year.
  • I meet with my business coach at least three times during the year.
  • I attend at least one business/marketing seminar during the year.
  • I review my business progress quarterly.

Client Education

  • I have an educational newsletter for my clients that goes out at least 4 times a year by e-mail and/or print (January, April, July, October).
  • I have educational brochures in my waiting area for my clients.
  • I gather books and materials and have a lending library for my clients.
  • I post and update wellness tips on my website.
  • I list and update resources on my website.

Product Sales

  • [I choose at least 4 products to carry and to sell to my clients.]
  • [I have promotional materials on each of my products available for my clients.]
  • I use at least one product with my clients during a session.
  • I sell at least $400/$1,000 worth of products per month this year. If you are established and find several products that you stand behind, then you can easily sell $1,000 per month (many do much more than this).

Continuing Education

  • I attend at least two educational seminars in my field.
  • I read three books relating to my field.
  • I give at least two treatments for peer review this year.

Self Care

  • I receive at least 4 wellness treatments per month.
  • I schedule two vacation breaks during the year.
  • I get regular exercise.
  • I eat nourishing foods.
  • I am active in peer or group supervision.

Promotional Materials

  • [I redesign my brochures and business cards to include website and e-mail information by April 30.]
  • [I print at least 1,000 brochures and 2,500 business cards by May 15.]
  • I create/update a Welcome to My Office kit that includes my brochure, business card, and educational material on my services by the end of February.
  • I have stationery, thank-you cards, and gift certificates available at all times during the year.
  • [I have a media kit ready by April and keep it updated.]

Client Retention & Customer Service

  • [I have an active incentive plan in place.]
  • I send a “Welcome to My Office” kit to all new clients.
  • I confirm all appointments.
  • I consistently follow up with my clients: phone calls, cards (e.g., birthday, first wellness treatment anniversary).
  • I give each client a copy of his/her treatment plan.
  • I review each client’s file before each session.
  • I offer package discounts.
  • I do thorough intake interviews.
  • I listen attentively to my clients and use active listening techniques.
  • I ask clear, open-ended, nonjudgmental questions of my clients.
  • I maintain working within my scope of practice.
  • I refer clients to appropriate health care providers.
  • I send a thank-you note for each referral.
  • I conduct client feedback survey at least once a year.

Practice Building

Practice Building Promotions

  • [By February 1 I choose at least one personalized gift item (e.g. water bottle with your address label on it, nail file, magnet) to give to clients.]
  • [I have a website up and running by April.]
  • I distribute at least 100 brochures and 200 business cards each month.
  • I update my website at least once per month.
  • Each month I post and update wellness tips on my website.
  • Each month I send out some type of email announcement or newsletter.
  • I give 11 presentations this year.
  • I give a presentation to at least one high school “Career Day” this year (April).
  • I do a New Year’s promotion (January).
  • I do a Valentine’s Day promotion (February).
  • I do a Mother’s Day promotion (May).
  • I do a Father’s Day promotion (June).
  • I do a U.S. Small Business Administration’s National Small Business Week promotion (June).
  • I do a Thanksgiving promotion (November).
  • I do a promotion for Small Business Saturday (November).
  • I have a holiday open house for my clients.
  • I do a December holiday promotion.
  • I do an Awareness Date promotion at least 10 times per year.
  • I have a booth at a community event (May). Note: This may need to be scheduled many months in advance.
  • I hold at least 3 open houses for prospective clients to meet me and get an experience of my work (March, June & September).
  • I write at least one article that is published in a local newspaper or publication this year (July).
  • I lead a community education class on the benefits of wellness treatments or other topic related to my profession (January).
  • I list all my events in community calendars and on social/business media networking sites.
  • I notify clients at least eight times per year (by postcard, newsletter or website) of a special promotion.
  • Each client leaves his/her session with a sample, personalized gift item, educational material and/or discount coupon for friends.

Practice Building Advertising

  • [I research which forms of advertising are best suited to my field (May).]
  • I place an ad in each of these advertising venue at least once this year and keep a record of the response.

Practice Building Publicity

  • I am interviewed by the media this year.
  • I send press releases about all speaking engagements and special events during the year.

Practice Building Community Relations

  • I volunteer my services at 2 community events this year ( February, July).
  • I hold at least one fundraiser for a favorite charity (October).
  • I donate my services as a “prize” to at least one major civic event this year (March).

Practice Building Networking

  • I am an active member in at least one networking group.
  • I attend at least 25 networking meetings this year.

Practice Building Developing Professional Alliances

  • I hold an open house for Allied Health Professionals (AHP) in April and August.
  • I have a referral base of at least 18 allied health practitioners (with at least 6 primary care providers) by the end of November.
  • I send letters to at least 80 allied health practitioners offering a free treatment.
  • Each month I identify and give at least two complimentary sessions to allied health practitioners.
  • I give a presentation at least twice a year to one of these provider’s professional organization (February, July).
  • I send letters to at least 80 allied health practitioners offering a free treatment.

Monthly Overview of Major Specific Marketing Goals for Practice Building

January

  • Presentation
  • New Year’s Promotion
  • Awareness Date Promotion
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
  • Notify clients of my New Year’s and Valentine’s Day promotion
  • Newsletter
  • Send email announcement
  • Lead a community education class
  • [Computer software]

February

  • Valentine’s Day promotion
  • Awareness Date Promotion
  • Create/update a Welcome to My Office kit
  • Presentation to an AHP Organization
  • Volunteer services at a community event
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
  • Send email announcement
  • Meet with an accountant to review tax strategies for the year
  • [I choose at least one personalized gift item (e.g. water bottle with your address label on it, nail file, magnet) to give to clients.]

March

  • Presentation
  • Awareness Date Promotion
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
  • Prospective Client Open House
  • Prepare for AHP Open House next month
  • Notify clients and prospective clients of a special “Spring” promotion
  • Donate services as a “prize” to a major civic event
  • Send email announcement
  • Decorate the office for spring

April

  • “Career Day” Presentation
  • Awareness Date Promotion
  • [Redesign brochures and business cards]
  • [Website up and running]
  • Newsletter
  • Assemble/update media kit
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
  • AHP Open House
  • Notify clients and prospective clients of a special promotions
  • Send email announcement
  • Plan a Mother’s Day and Father’s Day Promotion
  • Finalize arrangement for booth in May
  • Follow-up on last month’s Prospective Client Open House

May

  • Presentation
  • Mother’s Day Promotion
  • Awareness Date Promotion
  • Booth (cooperative marketing)
  • Tickle the list of people from the booth for 1 month to send a coupon with tracking code for 10% off on their first wellness treatment
  • [Print brochures and business cards]
  • [Research which forms of advertising are best suited to my field]
  • Schedule placing an ad in an advertising venue at least once this year
  • Prepare for June Prospective Client Open House
  • Prepare for the U.S. Small Business Administration’s National Small Business Week promotion (June)
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
  • Meet with a business coach
  • Plan a special summer promotion
  • Send email announcement

June

  • Presentation
  • Father’s Day promotion
  • Awareness Date Promotion
  • U.S. Small Business Administration’s National Small Business Week promotion
  • Prospective Client Open House
  • Notify clients of a special summer promotion
  • Send the people who signed up at my booth a coupon with tracking code for 10% off on their first wellness treatment
  • Draft article to be submitted for publication in July
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
  • Send email announcement
  • [Have a referral base of at least 9 AHPs (with at least 3 PCPs]

July

  • Presentation to AHP organization
  • Awareness Date Promotion
  • Write an article that is published in a local newspaper or publication
  • Donate services as a “prize” to a major civic event
  • Volunteer services at a community event
  • Send a special offer to all who attended my Prospective Client Open House
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
  • Send email announcement
  • Newsletter

August

  • Presentation
  • Awareness Date Promotion
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
  • AHP Open house (3rd week)
  • Send email announcement
  • Send “thank you for allowing me present to your organization and I hope I can present again” letter to the AHP organization I presented to last month
  • Meet with businesses in my complex to discuss joint advertising
  • Prepare an evaluation sheet and give one treatment this month for peer review

September

  • Presentation
  • Joint advertising with businesses in my complex to attract people to our location
  • Awareness Date Promotion
  • Prospective Client Open House
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
  • Notify clients of a special promotion
  • Arrange for press coverage of October fundraising event by sending press kits
  • Plan an Autumn special
  • Plan Thanksgiving and Holiday promotions so they can be put in October newsletter
  • Send email announcement
  • Meet with a business coach

October

  • Presentation
  • Awareness Date Promotion
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
  • Notify clients of a special autumn, Thanksgiving, and Holiday promotions
  • Hold a fundraiser for a favorite charity
  • Plan a Small Business Saturday (in November) promotion
  • Send email announcement
  • Newsletter

November

  • Presentation
  • Thanksgiving promotion
  • Awareness Date Promotion
  • Notify clients of a special promotion
  • Have a referral base of at least 18 allied health practitioners (with at least 6 primary care providers)
  • Give 2 complimentary sessions to AHPs
  • Small Business Saturday promotion
  • Meet with an accountant to review tax strategies for the end of the year
  • Follow up with media from October fundraising event
  • Finalize Holiday Open House
  • Send email announcement
  • Decorate the office for Thanksgiving

December

  • Holiday Open house, Holiday promotion
  • Notify clients of a special promotion
  • Decorate the office for the holidays (e.g., gift certificate displays, gift baskets, posters)
  • Meet with a business coach to review next year’s planning
  • Plan a New Year’s and Valentine’s Day Promotion
  • Send email announcement
  • Organize January community education class
  • Research next year’s Awareness dates for my profession and client conditions
  • Review the Marketing Mastery Resources summary

Practice Maintenance

Practice Maintenance Promotions

  • [By February 1 I choose at least one personalized gift item (e.g. water bottle with your address label on it, nail file, magnet) to give to clients.]
  • [I have a website up and running by April.]
  • I distribute at least 40 brochures and 80 business cards each month.
  • I update my website at least once per month.
  • Each month I post and update wellness tips on my website.
  • Each month I send out some type of email announcement or newsletter.
  • I give 3 presentations this year.
  • I do a New Year’s promotion (January).
  • I do a Valentine’s Day promotion (February).
  • I do a Mother’s Day promotion (May).
  • I do a Father’s Day promotion (June).
  • I do a U.S. Small Business Administration’s National Small Business Week promotion (June).
  • I do a Thanksgiving promotion (November).
  • I do a promotion for Small Business Saturday (November).
  • I have a holiday open house for my clients.
  • I do a December holiday promotion.
  • I do an Awareness Date promotion at least 10 times per year.
  • I have a booth at a community event (May).  Note: This may need to be scheduled many months in advance.
  • I give a presentation to at least one high school “Career Day” this year (April).
  • I hold at least 3 open houses for prospective clients to meet me and get an experience of my work (March, June & September).
  • I write at least two articles that are published in a local newspaper or publication this year.
  • I lead a community education class on the benefits of wellness treatments or other topic related to my profession (January).
  • I write at least two articles that are published in a local newspaper or publication this year (February, July).
  • I list all my events in community calendars and on social/business media networking sites.
  • I notify clients at least four times per year (by postcard, newsletter or website) of a special promotion.
  • Each client leaves his/her session with a sample, personalized gift item, educational material and/or discount coupon for friends.

Practice Maintenance Advertising

  • [I research which forms of advertising are best suited to my field.]
  • I place an ad in each of these advertising venue at least once this year and keep a record of the response. (Aug)

Practice Maintenance Publicity

  • I am interviewed by the media this year.
  • I send press releases about all speaking engagements and special events during the year.

Practice Maintenance Community Relations

  • I volunteer my services at 1 community event this year (February).
  • I hold at least one fundraiser for a favorite charity (October).
  • I donate my services as a “prize” to at least one major civic event this year (March).

Practice Maintenance Networking

  • I am an active member in at least one networking group.
  • I attend at least 12 networking meetings this year.

Practice Maintenance Developing Professional Alliances

  • I hold at least 1 open house for allied health practitioners (AHP) to meet me and get an experience of my work (August).
  • I maintain a referral base of at least 6 primary health care providers.
  • I maintain a referral base of at least 18 allied health practitioners.
  • I send letters to at least 10 allied health practitioners offering a free treatment & give at least 4 complimentary sessions this year.
  • I give a presentation to one of these provider’s professional organization (July).

Monthly Overview of Major Marketing Goals for Practice Maintenance

January

  • New Year’s Promotion
  • Notify clients of my New Year’s and Valentine’s Day promotion
  • Send email announcement
  • Newsletter
  • Lead a community education class
  • [Computer software]

February

  • Valentine’s Day promotion
  • Awareness Date Promotion
  • Create/update a Welcome to My Office kit
  • Volunteer services at a community event
  • Write an article that is published in a local newspaper or publication
  • Send 1 letter to AHP for a free treatment
  • Send email announcement
  • Meet with an accountant to review tax strategies for the year
  • [I choose at least one personalized gift item (e.g. water bottle with your address label on it, nail file, magnet) to give to clients.]

March

  • Awareness Date Promotion
  • Send 1 letter to AHP for a free treatment
  • Give a complimentary session to an AHP
  • Notify clients and prospective clients of a special “Spring” promotion
  • Prospective Client Open House
  • Send email announcement
  • Donate services as a “prize” to a major civic event
  • Decorate the office for spring

April

  • Awareness Date Promotion
  • [Redesign brochures and business cards]
  • Assemble/update media kit
  • Notify clients of a special promotions
  • Send 1 letter to AHP for a free treatment
  • “Career Day”presentation
  • Send email announcement
  • Plan a Mother’s Day and Father’s Day Promotion
  • Newsletter
  • Follow-up on last month’s Prospective Client Open House
  • Finalize arrangement for booth in May

May

  • Mother’s Day Promotion
  • Awareness Date Promotion
  • Booth (cooperative marketing)
  • Tickle the list of people from the booth for 1 month to send a coupon with tracking code for 10% off on their first wellness treatment
  • [Print brochures and business cards]
  • [Research which forms of advertising are best suited to my field]
  • Schedule placing an ad in an advertising venue at least once this year
  • Prepare for June Prospective Client Open House
  • Prepare for the U.S. Small Business Administration’s National Small Business Week promotion (June)
  • Send 1 letter to AHP for a free treatment
  • Give a complimentary session to an AHP
  • Meet with a business coach
  • Plan a special summer promotion
  • Send email announcement

June

  • Father’s Day promotion
  • Awareness Date Promotion
  • Prospective Client Open House
  • U.S. Small Business Administration’s National Small Business Week promotion
  • Send the people who signed up at my booth a coupon with tracking code for 10% off on their first wellness treatment
  • Draft article to be submitted for publication in July
  • Notify clients of a special summer promotion
  • Send email announcement
  • Send 1 letter to AHP for a free treatment

July

  • Presentation to AHP organization
  • Awareness Date Promotion
  • Write an article that is published in a local newspaper or publication
  • Send a special offer to all who attended my Prospective Client Open House
  • Send 1 letter to AHP for a free treatment
  • Give a complimentary session to an AHP
  • Donate services as a “prize” to a major civic event
  • Send email announcement
  • Newsletter

August

  • Awareness Date Promotion
  • AHP Open house (3rd week)
  • Send 1 letter to AHP for a free treatment
  • Send email announcement
  • Send “thank you for allowing me present to your organization and I hope I can present again” letter to the AHP organization I presented to last month
  • Meet with businesses in my complex to discuss joint advertising
  • Prepare an evaluation sheet and give one treatment this month for peer review

September

  • Awareness Date Promotion
  • Joint advertising with businesses in my complex to attract people to our location
  • Send 1 letter to AHP for a free treatment
  • Give a complimentary session to an AHP
  • Notify clients of a special promotion
  • Prospective Client Open House
  • Arrange for press coverage of October fundraising event by sending press kits
  • Plan an Autumn special
  • Plan Thanksgiving and Holiday promotions so they can be put in October newsletter
  • Send email announcement
  • Meet with a business coach

October

  • Awareness Date Promotion
  • Send 1 letter to AHP for a free treatment
  • Notify clients of a special autumn, Thanksgiving, and  Holiday promotions
  • Plan a Small Business Saturday (in November) promotion
  • Hold a fundraiser for a favorite charity
  • Send email announcement
  • Newsletter

November

  • Thanksgiving promotion
  • Awareness Date Promotion
  • Notify clients of a special promotion
  • Send 1 letter to AHP for a free treatment
  • Meet with an accountant to review tax strategies for the end of the year
  • Small Business Saturday promotion
  • Follow up with media from October fundraising event
  • Finalize Holiday Open House
  • Send email announcement
  • Decorate the office for Thanksgiving

December

  • Holiday Open house
  • Holiday promotion
  • Notify clients of a special promotion
  • Decorate the office for the holidays (e.g., gift certificate displays, gift baskets, posters)
  • Meet with a business coach to review next year’s planning
  • Plan a New Year’s and Valentine’s Day Promotion
  • Send email announcement
  • Organize January community education class
  • Research next year’s Awareness dates for my profession and client conditions
  • Review the Marketing Mastery Resources summary
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