Marketing plans are an essential tool in laying out all the functions and tactics so that anyone involved in your marketing efforts can understand what they are expected to do. Because it’s been planned out in advance, you will have less surprises and everything will work together.
Business Strategy, Vision and Goals are the Foundation of any marketing program. They’re based on a solid understanding of your business’s strategy, vision, mission and goals. If you don’t take the time to ask a few simple questions, what do we do, who are we and what do we stand for and who are we selling to? Your marketing program will not be effective.
A large number of businesses fail to clearly identify their strategy, vision, mission, and goals. They also fail to understand the marketplace, their competition and position the company accordingly. Most companies think that marketing means creating a brochure here and an ad there with no consideration as to how integrated or in sync the different messages are.
To build a solid foundation for your business’s marketing efforts, you need to perform the appropriate market research and then develop a strategic marketing plan. By analyzing your market place, client base and competitors, you will develop a marketing strategy that provides you with a competitive advantage that allows you to leverage your strengths.
Once your strategic plan has been developed, you can begin to tell your company story by creating effective marketing materials that will include a logo, stationery, brochures, websites, presentation templates and event or trade show booths. This basic marketing collateral is used to promote your company and its products or services. If your company’s marketing strategy is strong the marketing collateral will be strong as well.
Marketing collateral, by itself, is static and will have limited results. That’s why, on top of your marketing collateral, you must conduct direct marketing campaigns. Elements of this campaign carry the vision, mission, and goals, and also reflect the look and feel of the logo, stationery, brochures, web site, and other materials. javascript:void(0)
Direct marketing campaigns are targeted to different target markets customized to a specific audience. Direct marketing campaigns are an extension of your business’s marketing collateral. Direct marketing activities include direct mail, advertising, online marketing events such as email campaigns, events and trade shows, as well as articles written by an executive in your company that gets printed in a trade publication.
Public Relations is an on-going branding activity that protects a company from deterioration of its image, including losing marketing identity and crumbling to the competition.
On going public relations and branding protect the rest of the marketing program ensuring that the life of your marketing program is as long as possible.
On going branding and public relations activities include event sponsorships, press in trade publications or blogs, and seminars that educate the public or your clients.
Make sure your marketing has a strong strategy and plan and you will find your business results will be that much greater.
About the Author; Joe Mediate, is a marketing executive providing Executive Marketing knowledge and leadership to small and medium size companies looking to define their marketing strategy and implement a marketing plan to increase their companies market exposure and generate additional sales dollars. You can contact Joe at 404-597-3869
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment