In business, as in life, sometimes things do not go according to plan.
If you are finding that things are not going to plan, the first thing to do is not to panic. Marketing Plans are designed to deliver ongoing results and you should have metrics that enable you to evaluate results.
Creating a plan that works can be challenging, and this is why as marketers we have the established credentials and expertise to create informed plans that deliver results.
The following five factors are important in ensuring that a marketing plan is effective.
Take into account your changing environment – when constructing a plan, take into account factors that may be subject to change. If there are emerging trends, or changing competitive pressures, consider how to turn these into opportunities.
Do your research – a plan is based on the information that is researched and analysed. Almost half of the content in our plans includes research into the current and future context to create a responsive and proactive marketing approach. Without the right research, you can reach the wrong conclusions. Make sure you take an objective and analytical approach when conducting research.
Be realistic – develop a plan that works with you rather than against you. There is no point developing a series of actions if you do not have the time or budget to implement them. Work to your strengths and ensure you create a plan that fits your business, in terms of skills, time and budgetary requirements.
Plans are only effective if you implement them – once you have a plan, start implementing it. Our comprehensive marketing plans are broken down on a week by week basis. By breaking down your plan, it becomes less daunting and easier for you to implement.
Measure your results – a marketing plan should have metrics built into it, so that you can track your progress. Set performance indicators and evaluate these results. Be proactive and respond to changes before they become problematic and impact you over the long term.
By developing and implementing a plan you will achieve ongoing success. A plan is developed to enable you to achieve your goals, so make sure it is built on solid foundations.