Many business owners and managers give careful attention to the costs associated with company or departmental operations. They scrutinize their budgets and plan for salaries, taxes, travel and training expenses and a host of other items, without ever considering their marketing needs. If you work in a large corporate or government environment, on the surface, this may not seem to be a major issue. Just keep reading.

For smaller organizations and especially for nonprofit organizations, your marketing budget is critical to your success. Let me tell you why you should develop a marketing budget.

Think of marketing as all of the costs associated with getting your customers in the door and maintaining a good relationship with those customers.

For your organization, that process may involve advertising your business through the development of a creative campaign that lauds the benefits of buying your products or utilizing your services. For the nonprofit a campaign can support fundraising efforts, build your volunteer base and solidify your reputation for good works with the community you serve.

A second area (that falls under the marketing umbrella) is public relations. These tasks might include developing special events; sending holiday gifts or gifts of appreciation; communicating through a newsletter; or organizing a press conference. Marketing might also involve developing signage or custom bags and boxes; updating or adding new functionality to your website, or creating a trade show display. All of these items or actions involve a cost.

How many times have you been asked to implement one of the above --with no budget to get it done? This happens frequently in government agencies and even in corporate environs, because no one thought to include marketing expenses in the planning process.

According to the Small Business Administration, a minimum of 5-7% of your overall budget should be allocated for marketing expense. A caveat: Remember that a minimum investment will yield minimum results. Rather than determine to get by with the smallest possible marketing investment, commit to execute an on-going marketing campaign. In a campaign, you don't try to accomplish everything all at once - nor do you expect one effort to produce all of the results you desire.

A down and dirty approach would be to list the "must haves" first. If you are a retailer this might be a regular print ad or monthly sales flyer/coupon. A service organization might consider a capabilities presentation their key component. Whereas, a nonprofit might want to plan an open house or send a direct mail solicitation. Next, if there is organizational history, consider what worked well in the past. What could have worked better (with more money, time or planning)? What didn't work at all?

Do a bit of research to see what your competition is doing to woo customers. If they have a strategy in play that is successful, you may be able to adapt it and incorporate it into your marketing plans. Don't ignore your customers. Ask them (include representatives from all of your target groups) what they like; what compels them to use your services; what do they dislike? If you can manage to build on or implement their suggestions--your marketing dollars will be truly well spent. Finally, add some new elements to the mix--not for novelty's sake but to "test drive" a new tactic. Remember, that new ideas can drive new business. A decade ago a business website was not considered to be a necessity. It is today.

Lastly, establish your budget by calling to get ballpark estimates. Allow some leeway for the unanticipated need or opportunity. Develop an implementation plan and stick with your plan.

Olivia Thomas

Sandra Moaney Wright

About the Experts:

About the Experts: Olivia Thomas, CEO & Creative Director of Quicksilver Creative, has been a Christian for 38 years. She believes Jesus when he said, "Feed my sheep." and takes that literally, by supporting Christian outreaches that feed the hungry including Second Harvest, the Mississippi Food Network, and The Gleaners. Olivia has been married to Louis Thomas for more than 25 years and they are the proud parents of two children, Jonathan Drew and Sara Kathleen. Olivia is gifted to provide counsel, practical support and guidance in helping others develop and realize their dreams and achieve their visions. Her company Quicksilver Creative Inc., works successfully with a variety of businesses, but has a special affinity for community-based service organizations. For more info contact othomas@qcreativeinc.com or visit www.qcreativeinc.com.

Sandra Moaney Wright, founder and CEO of Possibilities Unlimited for Women, LLC, located in the metro Atlanta, Georgia area, enjoys stating the company's motto: SUCCESS IS YOUR DESTINY". The organization's mission is to provide a forum for females - businesswomen, executives, and many others who are willing to share their expertise, their contacts, and their passions in order to build alliances and partnerships so that women can quickly and easily promote their services and products to potential buyers, as well as gather information from an array of resources that will ultimately lead to their successful destiny. Under the umbrella of Possibilities Unlimited for Women, LLC, is a personal and business coaching program, as well as a leadership development and training component. Sandra believes in: Finding out who you are, and doing it on purpose.