Archive | January, 2011

Via Idea #16: It’s Time to Develop Your Annual Marketing Plan

4 Jan

We are not going to regale you with the top ten reasons why you should have a plan. Hopefully you already know why. Our intent is to give you the structure to actually do one. Many times people just don’t know where to start. We use the following outline.

Step One. SWOT/Overview
SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. Go through this excercise to help you think through where you’ve been and where you want to go. State in your overview any changes in the market and insights about your competiton.

Step Two. Target Audiences Defined
Who is your audience? List demographics. Are you adding any niches this year?

Step Three. Objectives and Budget Defined
Allocations should change depending on your plans. Don’t add a niche without adding a corresponding budget. Are marketing goals and objectives shifting from branding and market recognition to lead generation and sales conversion?

Step Four. Select Strategies and Tactics
Really think through where your customers are coming from and how they learn about you. There is a synergy that develops when you choose more than one medium.

Step Five. Plot Timing
Create a marketing calendar that contains a month-by-month schedule of marketing activities and events for the upcoming year.

Step Six. Monitor Results Throughout the Year

When finished, you will have a comprehensive marketing plan in hand. This important tool will help you work smarter (not harder) at achieving your goals. As you revise your marketing plan year after year, this tool becomes even stronger.

If you prefer having someone walk you through the process, we offer access to research, facilitation skills and online and offline media knowledge. Please don’t hesitate to give us a call.

219.769.2299 or