6 Steps to Create Your Own Marketing Calendar

September 29, 2014



Instead of trying to download free templates and end up deleting all of them because none actually applies, try to create your yearly marketing calendar and improve your performance from there.


It doesn’t matter if you are a junior/senior marketer, or a marketing manager who is responsible for a yearly marketing calendar for cross-function team, creating a yearly calendar is going to help you control and manage, or even better, increase your performance at your work by seeing what kind the marketing the company is implementing, and where you can start improving it.


Step1: Create a draft calendar by using Microsoft Excel.

Before you collect all the information you need, using Excel is an easy way to expand with more details or cut down the columns or rows you don’t need.  


Step2: Use top row as timeline. 

You can use multi-row in the beginning to segment your timeline by season, by month, and then by week. In this way, you can have a clear idea which theme is for what season and what exactly to do each week after you map the yearly product map to the timeline.


Step3: Use the first column on the left as marketing strategy category. 

Based on the scale and attributes of your company’s products, you could have traditional print copies for sales channels, or handouts and catalogues for roadshow/exhibition events. Or your company is taking almost everything online; then you can list down the social media you company is running, or the files such as sales kit/e-DM, search engine advertising or graphic banners. 


Steps4: Put a name and contact way next to each task.

So you would know clearly whom to go to, when to go to, and if the schedule needs adjustment according to the workloads or certain promotion requires more resources.


Step5: Reorganize the rows by the regularity.

It’s very important to separate routine and ad-hoc tasks on your calendar because in this way you would be able to get everything routine on schedule and when to fill in the blanks to keep the marketing works or marketing effects going. 


Step6: Use online calendar tools to sync with everyone on the table.

Google calendar is a nice option: it syncs to mobile devices, and it’s for free.  You can even set up alarm to remind the upcoming events. Remember, this calendar requires all members on it to work together to bring it out, so you need to send invitations and ask whomever on the table to review it. The success or failure of the marketing calendar depends as much on coordinating and leveling the conflicts as on creating it.


Enjoy creating and having your own marketing calendar!

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