Developing a Marketing Plan

Not long ago, the director of a service organization came to us with a dilemma. She had very specific goals for the new community organization she oversaw – right down to the optimum number of client visits each month. She knew what she wanted to achieve. She just didn't know where to start or how to get there.

A manufacturer came to us with a similar dilemma. His company had a new product to take to market. It was a product and industry they were intimately familiar with. They knew a carefully planned and executed roll-out would put the product on the right track from the start. They just didn’t know how best to accomplish that.

If you've been following our previous issues of Callistetics, you’ve read about the importance of research and strategic planning. Now, it's time to combine what was learned through research with the strategic objectives you’ve set to form a comprehensive marketing plan. In other words, it’s time for rubber to hit the road.

Investing some time and resources into drafting a marketing plan just plain makes sense – and cents. If done correctly, a comprehensive marketing plan will be the single most important marketing document your business can have. We know how expensive it can be to promote a new product or build a business. A well-crafted plan can help you maximize your opportunities while minimizing the risks. Consider it your secret power booster in the race for success.

What makes the marketing plan so powerful? Easy – it includes all of your objectives and strategies, along with the tactics (or action steps) necessary to accomplish each objective. It will spell out each step, and should include an estimated cost for each tactic along with the timeline for accomplishing it. This outline may be slightly adjusted based on a company’s specific needs, but it can work for any business.

Putting together a document this detailed can be daunting challenge. We don't suggest tackling it alone. Working with a marketing agency gives you access to the talents and expertise of professionals who “work with this stuff” every day, while not overtaxing the resources of your own staff. Agency staff also provides a unique objectivity and perspective that you may not find in your own organization. It takes time and resources, but it will pay off.

When your marketing plan is complete, pat yourself on the back for a job well done. But don’t rest on your laurels too long. Just because you have it all down on paper, your marketing plan really isn’t finished. It’s only just begun, and now it’s time to get started on implementing those tactics. Remember to tackle the priorities first.

How am I going to get all this done? That’s where your marketing partner (i.e. agency) comes into play. Consider him a front seat guide who provides an objective analysis, some gentle prodding along the way, and even be the heavy-hauler to get things done. And, if we do our job right, you'll even enjoy the trip.

We also suggest looking at your marketing plan as a dynamic document. As your company or business environment changes, the strategies and tactics outlined in your plan may also need to change. Pull out your plan frequently to refresh your memory on what needs to be done, check off the items that have been accomplished and plan implementation of your next priorities.

Just as classic cars need a tune-up every now and then, it’s also a good idea to consider an annual overhaul of your marketing plan. Analyze which strategies and tactics worked well and which should be deleted or changed. Then, set the cruise and get ready for an enjoyable journey to success.

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