Purchase separately at a discount – There may be some occasions where a business does not wish to share its ad space. Even in these cases a co-op approach can offer a lower cost. Andy could call publication and ask for a quote on back page for next month. Once price of $5000 is quoted, he then offers publication a deal “What if I bring on another advertiser for you. Would I get a small discount?” Most publications live or die on sales of their advertising space, and are usually willing to offer someone like Andy a 10% discount for bringing someone like Larry in to purchase an ad elsewhere in publication. Andy and Larry split savings and Andy ends up paying $4750 for a $5000 ad. Although savings were smaller in this case than shared ad example, remember that Andy now has entire back page to himself and saves $250.

Advertising is not only example of co-ops at work. Web Designers would jump at chance to line up two clients in one shot, and would likely offer a discount to do so. The same applies to a printing company that prints brochures or business cards. The possibilities are endless, including size of co-op you choose to join.

When faced with a major advertising buying decision or need for new marketing materials, find out how much you will have to pay as a small business. Then form alliances with similar small business, and negotiate a better deal for all parties involved.

Will Dylan is the author of "Small Business, Big Marketing" and owner of www.marketingyoursmallbusiness.com

Strategies support your objective. Your strategies define general approaches you will take to meet your objective. For example, strategies to support above objective could include 1) improve online communication, information, and education, 2) build awareness of and interest in your company on Internet, and 3) communicate Web site’s existence and advantages to existing clients.

** Step 5: Choose tactics. **

Tactics are where action takes place - these are things you will do to bring your strategies to life. Tactics for strategy 2 in above example (improve online communication, information, and education) could include 1) sharing experience and observations in your industry through participation in discussion boards, 2) offering an email newsletter, and 3) listing/submitting your site to targeted search engines and directories.

** The Write-Up **

Once you have your plan developed, there are numerous ways to do write-up. If you are a company employee, there may be standards you must follow. If you are an entrepreneur, go with a style you find usable. For some ideas on what to include, read one of my previous articles, "What to Include in Your Marketing Plan Write-Up" at http://www.websitemarketingplan.com/Arts/WritePlan.htm .

After your initial plan is developed, you should treat it as a work in progress. Tweak and adjust as needed in response to changing conditions. Many companies update their marketing plans annually when developing budgets for coming year and reviewing company’s business plan.

Whether you are a one-person shop or part of a good- sized company, having a Web site marketing plan can help your business prosper on Web.

Copyright 2002 Bobette Kyle. All rights reserved.