I am not advocating that we throw out our established brands and start back at square one. I am, however, challenging you to read this article in the expectation that you may say, "I forgot about that idea, perhaps I might try it with my widget." If your ads aren't getting the sales numbers or results you need, then maybe you should try direct mail. If the ad copy you have been using for five years isn't generating sales, perhaps it is time to write a new message. You can't keep doing the same thing you've always done and expect to see different results. Stop now and start again.

Research
The first step in creating a successful marketing plan is research. Your marketing plan should be built on research of your customer's buying behaviors, perceptions of value, and spending patterns. Combine the research we explored in this book to your own focus group or survey results to build your marketing plan. Take time to think out your strategy for getting moms to become aware of your product and how you will create a desire in them to buy it. Consider not only traditional means of marketing but remember the power of a strong public relations effort.

Remembering Word of Mouth
No matter how much money a business owner spends on marketing, successful marketing is built on one important element: word of mouth. In the case of mothers, I continue to refer to it as word of moms. And, as we've learned, word of mouth in the mom market is even more powerful than it is with other customer segments. The goal of every marketing initiative you launch should be to get people talking about your services or product. Whether it's a compelling offer in a direct mail piece, an educational brochure with invaluable information, or creating the best site on the Internet, every effort should be targeted at getting moms to talk about you, your company, or your product.

Just how do you get people to talk about you?
First, of course, you must have a plan. Your marketing plan should contain specific initiatives, strategies, and benchmarks to weigh your results. I've seen even the most seasoned professionals forget the latter. We often get so consumed in creating the flashiest logo, catchiest jingle, or coolest commercial that we forget to measure its results. How many sales did it generate? Be specific in your measurements. Did the campaign generate return customers? Did it generate four stories in community newspapers? Did it produce one new business partner? Always measure your results because it is the only way to tell whether your plan is working. If not, you'll keep doing what you've always done and keep getting what you've always gotten.

Identify Tools
Once you know who your customer is and what your strategy for reaching her will be, select the best vehicles for delivering your message. As we've explored in this book, there's a marketing smorgasbord to choose from: direct mail, database marketing, public relations, online marketing, advertising, event sponsorship, and sampling, to name just a few. Each one varies in expense and effectiveness depending upon the magnitude of your budget and the value proposition of your product or service.

Print Advertising
Print advertising in magazines, newspapers, and niche publications will be the largest and most visible part of your communication. It reaches a large audience and if done well can be very effective. As we've discussed, a good ad will contain attention-getting graphics, short and concise copy, good design, and clearly communicate the customer benefit. The most effective ad buys are placements in targeted publications for consecutive run dates. Repetition is important to successful advertising campaigns. A consumer normally sees an ad three times before they act on it unless the value proposition is extremely high.

Direct Mail
Direct mail allows you to target specific demographics. It can be as simple as a postcard or as complicated as an enveloped packet. Direct mail may include product samples, catalogs, or coupons. In considering the expense of a direct mail campaign remember to include the cost of postage, a mail house to prepare the pieces for shipping, printing costs, and list rental if you don't already have a database of names. A typical direct mail campaign will produce a 1 to 2 percent response rate.

Public Relations
A strong public relations campaign allows you to generate free publicity for your company. The key to a successful public relations campaign is to pitch an interesting story and to vary the angle of the story according to the interest of the reporter. If the business desk is not interested in your new product, look for an interesting story about how your product is making life easier for moms and pitch it to the features editor. It can take multiple story angles to multiple reporters until you find the right fit. Make sure that you carefully proof all press releases before you mail it to a newspaper. Reporters hate to read anything with typos and misspelled words.

Online Marketing
An online presence is essential to any communication plan, especially when marketing to mothers. You can gain awareness for your company and product by utilizing the vast network of sites and audiences throughout the Web. Online promotions, sweepstakes, interactive tools, ads, electronic newsletters, and e-mails are just a few of the cost-effective marketing opportunities on the Internet. Make certain you include your Web site address on everything you print. A Web site can be the perfect vehicle to educate your customer.

Strategic Partnerships
Many marketers forget about the power of leveraging strategic partnerships. Joining forces with the right partner enables two companies to maximize the strengths that may only moderately exist alone. A good example of this might be a sporting goods store that joins forces with a baseball camp. Both companies are trying to attract families with the desire to play a sport. Together the two can offer discounts on sporting equipment with enrollment to the camp, share the cost of direct mail, or cross-market on local cable networks.

Radio
Radio can be a cost-effective means to reach a mass audience. Although many marketers think of commercials when they hear radio, I suggest considering radio for advertorial purposes. As we've learned, many stations broker time. Depending upon the market, you can purchase weekly hours of time for as low as $400 an hour. This strategy creates a good public relations story if you are launching a new, niche type of show. Remember, as in all advertising, to include a call to action. Your Web site address or a catchy phone number work best for radio. Keep in mind that your audience is probably driving so it is unrealistic to think they can stop and write down too much information.

Special Events
Associating yourself with a cause that touches the heartstrings of your market allows you to be a good community partner and can create brand loyalty. Sponsorships may include large festivals or small mixers. You may decide to be a part of a large event with multiple sponsors or create your own event to distinguish yourself from the pack. To identify existing events in your community, consult local chambers and nonprofits.

Point-of-Purchase Materials
Point-of-purchase materials include brochures, table tents, and posters as well as letterhead, invoices, and business cards. These items should all be considered part of your marketing plan. They communicate a sense of professionalism, which instills a level of trust in vendors, suppliers, and customers who hold each piece of paper in their hands. A consistent look-and-feel to your company helps to build your brand. The more people that are aware of your brand, the greater the chance that they will talk about you. These materials can highlight your business's message and purpose by containing a logo and short descriptive tag line, giving you another opportunity to explain your product, services, or benefits to customers.

One of the most ignored but important point-of-purchase pieces is a company's bill or invoice. Nothing can frustrate a customer more than not being able to understand how their money was spent. Have a non-industry person proof your billing forms. This will allow you to gain the perspective of a customer.

Take time to look at your current marketing initiatives, then make a list with two columns, marking one with "now" and the other with "later." List all the things you are presently utilizing to increase sales and the results you are obtaining. Next, add marketing initiatives you feel will help you to increase sales. Then sit down and begin your marketing plan. Once done, don't be afraid to change it. Think of your marketing plan as a living document. If something is not working, test something else. Remember, if you always do what you've always done, you'll always get what you've always gotten.

Maria Bailey is CEO of BSM Media and author of "Trillion Dollar Moms: Marketing to a New Generation of Mothers" and "Marketing to Moms: Getting Your Share of the Trillion Dollar Market"