You can measure a good marketing plan by the business decisions that follow, the qualified leads and it generates and how well it’s implemented.
Putting it all together – With you, we finalise the strategy, including recommended brand portfolio and product marketing approach, brand positioning, and action plan plus a communication brief. The plan will incorporate all the knowledge gained in previous project consulting steps.
1. Market focus
Good marketing plans define target markets narrowly. Choose. Divide and conquer.
2. Product focus
Product focus matches the market focus.
3. Concrete, measurable specifics
A good marketing plan is full of dates and details. The strategy probably drives a good plan, but tactics, programs and details make the difference. As much as possible, the plan must tie results back to activities and come up with hard numbers to measure those results.
A restaurant cannot have vague goals like having the best-tasting food. It needs specifics that are related to the marketing message, insertions, posts, tweets, dinners served, return visits, members of the e-mail list, reviews, stars and so forth.
4. Responsibility and accountability
Groups and committees get little done. Even if you are a one-person show, make sure you have position profiles in place and assign every part of the marketing plan to a specific person. Measure the results of every task and be sure an individual is responsible for it. The people executing the plan must be accountable for measurable results. A good marketing plan needs commitment, not just involvement.
5. Reviews and revisions
Every successful marketing plan is a planning process, not just a plan. Things change too fast for static plans. A good marketing plan is part of a process that involves setting goals, measuring results and tracking performance. It entails regular review and revision.
If the people running the marketing plan are not regularly comparing the plan with actual results and making course corrections, there is no marketing plan.
What We Deliver and How You Are Empowered
- A huge amount of insight, wide-ranging learning and strategic direction, including consumer dynamics and influence points.
- Clarity regarding a multitude of marketing activities and how it all fits together
- Finalised positioning statement(s) and messaging concepts, with a focus on purchaser relevancy and competitive differentiation
- Key factors driving concept appeal (“the whys”) and motivating proof points
- Brand attribute, brand benefit and emotional linkages
- Communication brief (objectives, target, positioning, tone and manner), marketing planning and action plan for moving the everything forward and actually implementing.