I've seen some very aggressive arts marketing plans. I've seen plans that include a robust mix of social media, direct mail, distribution of print materials, paid advertising, etc.
When I hear those sorts of plans I quickly move people to this question:
Who is going to do all this and when are they going to do it?
Sometimes you can hear a pin drop once the question is in the air.
Great arts marketing isn't just about having good ideas, it's about having ideas that fit the resources you have available. That's why I find it useful to have one person around you who constantly asks the who/when question. It can be a board member if you work at a nonprofit, a colleague or even a close friend.
You need some person or system that will help you fit your ideas to the reality of your resources. You also need to remember that it's perfectly fine to only do one or two marketing tactics. You can sell plenty with just email marketing (for example) or just effective social media.
You don't need to do everything because you CAN'T do anything.
But it's really easy to TRY and do everything.
So never forget the who/when question.
Note: Coaching spots in my summer program are moving fast. If you want in, get in now. Details are here.