Many owners and leaders of small and mid-size businesses decide on the marketing tactic they want to pursue as a reaction to a specific incident. Rather than taking the time to develop a Marketing Plan specific to their company objectives, they use quick fix solutions to address broader issues. Does this sound like you?

• A new business needs a logo. Make a logo.
• Sales are down. Run an ad.
• New office location. Send out a direct mail piece.
• Holidays are coming. Send holiday greeting cards.

While all of those tactics may be good ideas, they aren