WHO? Describe your customers. Use sales figures, in-store research and observation, etc. to help define your answer.

[Exercise: Complete on your own.]

WHAT? What is your positioning? What key benefit are you selling? What sets you apart from the competition, how many years in business, reputation, quality, competitive pricing due to volume, large inventory and selection, etc.

[Exercise: Complete on your own.]

WHEN? State the timing and seasonality affecting you, and how you will exploit them. Holidays, Weddings, Mother's/Father's Day, Valentine's, Christmas. For service companies, could be when you experience your busiest time, when it's slow, etc.

[Exercise: Complete on your own.]

WHERE? Describe the geographic distribution of your customers. Be aware of the sector in which you could realistically pull customers. This will affect your media placement decisions. If your product/service is unique, or if you have numerous locations, market to a wider area.

[Exercise: Complete on your own.]

STATE YOUR SALES GOALS? What are you trying to achieve with your marketing plan? While increasing the bottom line is the primary objective, success in other areas will help you meet this goal and should be considered as well when judging the impact of your advertising campaign: consumer awareness, change in customer profile, phone calls, excitement about a particular item featured, increase of business during usual slow hours/days, etc.

[Exercise: Complete on your own.]