Source of your marketing efforts

Be conscious of where your marketing ideas are coming from; have you sat down and thought through what you need to do, what is the best way to achieve this, and how you can get it done at the best price...
OR, have you reacted to a salesmen who's phoned you up offering a great deal on the marketing media that is "perfect" for your target market?

You need to be productive with your marketing plans rather then reactive to external influences.