I came across this article—the NFL is planning a big marketing campaign geared towards female fans. I like this article because it shows something that I speak about often with clients and potential clients…planning.

In a nutshell, successful marketing takes planning…specifically…a marketing plan. Too often, I hear an owner of a business say that they do not have a plan or they have not planned a budget for marketing. When you do not plan, you are not giving thought to things like your current target market or even, a new target market.

This article shows the NFL looking at a new target audience (not that female NFL fans is a new thing) and putting money and resources specifically in a marketing campaign to this new target market. They are not giving numbers in this article but they do say that their women’s apparel sales have doubled since 2004.

The point I am trying to make here is this—the NFL is looking at a segment of their business that has already doubled in the last 6 years and trying to find a way to improve that number. If they didn’t have a plan, they would never have uncovered this market for incremental sales. Planning is SO important. Having a marketing plan is crucial. This article is only talking about one area of the NFL’s overall business. Planning is essential for so many more aspects of your business—really all aspects of your business. Planning gives you the proper overall “look” at your business and you efforts will be most effective as a result.

Read the article at: http://www.azcentral.com/arizonarepublic/business/articles/2010/09/27/20100927biz-nflwooswomen0928.html