If you are on a calendar year, your budget was finalized in the fall and began January 1. With an approved budget you are now implementing the various components of your current marketing plan. Although it may seem premature, now is a great time to start planning for next year. Here are a few suggestions.

As you go through the year, carefully observe your marketing efforts. Do they generate business? For example, do those magazine ads results in phone calls or a quality list from the reader reply cards? Does the annual mailing generate business? Any promising leads from the FAMiliarization tours? Does the out-of-town sales blitz or local sales calls mean sales? Are marketplaces or vendors fairs successful? Is membership in the local visitors bureau, employee benefit organization, regional or national association worth the cost?

During any typical year, a number of promising marketing promotions arise that were not in the budget. In some cases, these unexpected opportunities are too good to pass up – you find the money this year. If you can’t afford that unplanned cost this year, how about next year? Are there any possibilities for partnering or co-operative marketing? Lay the groundwork this year. Are you doing any niche marketing such as senior citizens, corporate, student/youth, family reunions, meetings or conferences? Start the research this year and implement next year.

Can you do more business with your current clients? Are clients asking for services or products you don’t currently offer such as on-site dining, food vouchers or box lunches; offer a package with an attraction and hotel; step-on guides for a city tour; no deposit or down payment for long-time clients; guided attraction tours; maybe a sample itinerary. Are family reunions a large part of your business? You can grow that business next year by planning this year.

Consider starting an ideas file. Got an idea for next year, jot it down and file it. Mailings from magazines, tour operators, and other offering marketing ideas might go in the ideas file. Do you have something you’ve always wanted to do, but could not include in the budget? Maybe next year. Does your literature need refreshing next year? Should you join a local or national organization? Put the dues in next years budget. By the time you start planning the next year’s budget, your ideas file should be brimming with suggestions.

Just because your current budget is final, budget planning does not start when the boss asks for next year’s budget in the fall. Effective budgets are developed all year long. This year get in the habit of helping yourself lay the groundwork for your next budget by brainstorming today and throughout the year. It will help your long-term bottom line and simplify your budgeting planning process.