If you've been following this thread and have corrected the first four marketing mistakes I've written about, then you're well on your way to an effective marketing plan.

I think these last three items are related issues that can make or break just about any marketing plan. I call them the "If You Don't Trio".

If You Don't Adapt Good Ideas:  You are undermining your marketing plan if you don't sprinkle in a little imagination. There's no shortage of good ideas for attracting new customers, driving traffic, creating loyalty and increasing sales.

If you see an idea that's working - for a colleague or in another industry - use it! You may find one of those home run ideas in unexpected places - not just from other retailers. Imagine all the possible ways you can adapt those ideas for your business.

And while you're at it, don't forget to adapt your OWN good ideas!

If You Don't Pay Attention To The Details: After all, it's the execution of the details that will often spell the difference between an "oh wow!" effort or a dud. The details are what will take your marketing to the next level.

If you're running an ad and don't clearly state the what/when/where, you've already put yourself at a disadvantage. Of course you know that your lead-off will be what's in it for the customer. But if you don't make it clear when this great event happens or how to reach you or to find your location, guess what. Those customers are likely to go to the retailer who does.

If You Don't Have A Strategic Plan: You do a little bit of this, a little bit of that and a little bit of the other - in other words, the Scatter shot Method. You may or may not (the most likely outcome) hit your target and it has cost you money.

Maybe your marketing efforts spring from a need for cash. Obviously there's nothing wrong with using that as a point in your plan. But truly effective marketing takes a thoughtful, well-designed strategic plan. I'm sure you've heard the saying "let's throw it against the wall and see if it sticks".  Really? You want to spend your money on that approach?

When your marketing is based on a strategic plan, all parts will work together to achieve your goals. Each effort builds on the next and the sum becomes greater than the parts. This is how you become a successful marketer.

Until next time... Norma