Action-based Marketing Activities

Have you action-based marketing activities for each targeted segment?
A. We haven’t segmented the market.
B. We have specific marketing activities for one or two segments.
C. We have tailored marketing activities for our main targeted segments.
D. We have detailed marketing activities which are specific, measurable, realistic and timetabled for our main market segments.
E. We have detailed marketing activities which are specific, measurable, realistic and timetabled for all targeted market segments.
[Score:  A=0, B=1, C=2, D=3 and E=4]


Why is this question important?

Once you have a sound understanding of the market you are targeting, you can begin selecting the marketing activities that will allow you to achieve your goals.  Questions of budgets and costs typically arise at this point; some firms spend a certain percentage of sales on marketing efforts, while others specify a set amount, and budget limitations will influence the selection of activities.

Along with traditional forms of advertising, such as television, radio, newspaper, and magazine advertisements, you can also choose from less conventional promotional materials including online banner bars and buttons, as well as both print and online newsletters, and press releases. Trade show exhibits, seminars, special events, charitable activities are all part of the marketing activities mix, as can strategic alliances with other businesses.

You should also include in your marketing plan an explanation of how you will measure the effectiveness of marketing activities. Ideally, you should review plans periodically, allowing for the discontinuation of those tactics that prove ineffective, refocusing on tactics that are effective.


  • Newspapers
  • Magazines
  • Television
  • Radio
  • Infomercials
  • Direct mail
  • Yellow Pages
  • Web banners
  • E-commerce catalogues
  • Printed catalogues
  • Fliers
  • Floor slicks
  • Posters
  • Billboards
  • E-blasts


  • Featured stories
  • Press releases
  • Community recognition
  • Contests
  • Webinars
  • Published articles


  • Premiums (advertising specialities)
  • Coupons
  • Demonstrations
  • Telemarketing
  • Trade shows
  • Networking
  • Electronic media
  • Newsletters
  • Workshops
  • Web site cross-promotions
  • Conference presentations
  • Speaking engagement

Social Media

Social media is easily accessible.  Social media is a relatively inexpensive way for businesses to implement marketing campaigns, via:

  • Twitter
  • Facebook
  • Blogs
  • LinkedIn
  • Yelp
  • YouTube