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Marketing Plan Creation and Implementation
The key to effective marketing planning is a thorough, disciplined, structured, effort that occurs in a logical progression of steps, each interlocked to the next through quantification, leading to actionable decisions.
We tend to follow a 16 Step approach to the planning process...
1. Define the Challenge
2. Background Information
• Company
• Product and Marketplace
• Broad Vision Target Market Effectors
3. SWOT Analysis
4. Defining Sales Objectives
5. Segmentation and Target Market Objectives
6. Defining Positioning and Marketing Strategies
7. Establishing Communication Goals
8. Developing Marketing Mix Tactics
9. Marketing Plan Budget and Calendar
10. Establish Benchmarks, Tracking Plan and Analysis Methodology
11. Test Phase
12. Evaluation
13. Back-Testing
14. Evaluation
15. Rollout
16. Evaluation
Managing Marketing Risk
The result of this 16-step process is an actionable Marketing Plan that is expected to produce results within a projected range. We prefer this system because you know what you will be doing, you know what it will cost, you know what your expectations are and you have a system of measurement and a built-in testing plan to allow for adjustments based upon actual experience before risking the bulk of the Marketing Plan budget.
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