The purpose of your marketing plan is to support your sales goals. If your goals are easy to meet, you may not need additional marketing activities. However, most of us have the challenge of comping* against the previous year with increased sales goals. So, we will plan activities that will build awareness and traffic in a way we can convert into sales. Bigger sales goals need bigger marketing efforts.

*”Comping” refers to comparative sales, comparing last years sales of the same period to this year. If you increase sales over last year, you’ve “comped positively.” If your numbers are down, you’ve got “negative comps.”