As you think about creating your marketing plan for the coming season don’t put all your eggs in one basket.

With press for example…it could be extremely fulfilling to see your product in a magazine or on a celebrity but it’s important to note that press doesn’t always result in financial gain or even an increase in brand recognition.

That said think about a mix of marketing strategies that will help you accomplish your goals. You may decide to spread your marketing dollars across vehicles like the web, print or even promotional products.

Before you lay a dollar down for any marketing activity ask your self what you expect the return to be. It could be a specific dollar amount, a certain amount of traffic or something less quantifiable such as brand exposure.