Written By: Don Lanman

Don Lanman is the President of Integrated Marketing Communications, a full service marketing, advertising and public relations firm specializing in ROI (Return on Investment) focused targeted marketing, with the mortgage industry as one of his niche markets. He has offices in West Palm Beach, New York and San Francisco, and can be reached via email at IMC4U@aol.com.

Step 1: Some of This, Some of That...Oh and Some of the Other Stuff!

Never Plan! Base all marketing decisions or media purchases on what your spouse thinks; copying the competition or the latest call from an AD salesperson with that "special deal".

Buying shotgun advertising in multiple magazines or newspapers, generalized direct mail, ad-hoc online promotions, Ego Ads or non-targeted community promotions GUARANTEES poor results and wasted marketing dollars.

Plan Your Work! Develop an annual marketing plan, in writing, that considers all available promotional venues, from PR to Direct Mail, without regard to budget. Since you can't afford to do it all, allocate the maximum budget possible to those promotional channels most likely to produce the greatest ROI! Then, take out your calendar and map out exactly WHEN you will run the advertising and WHEN you need to allocate the dollars needed.

Work Your Plan! Implement the written plan consistently, measure the results of each promotion (based on how many calls you received and loan applications you have taken). Adjust the message if response is low or quality of clients is poor. Adjust the audience, the offer or the media to maximize your ROI (Return on Investment). Avoid "marketing flyers" and seriously analyze any new marketing opportunity against your plan, budget and ROI potential.

Step 2: Be Sure the Colors Used In All Promotions Match Your Office Decor!

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