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Three things to remember when you write a marketing plan

October 18th, 2007 · 5 Comments · Marketing, Strategy

Three Last week we explored how to set a marketing budget and in that post, I emphasized that every marketing budget should be tied to a measurable marketing plan. So it makes sense that we should talk a little about some key do’s and don’t’s in creating your marketing plan.

Do less, but do it better:  Most business owners make the mistake of being too ambitious with their marketing efforts.  Which results in starting many things, but never doing them consistently and well. 

You’re much better off to do fewer things but do them more often and better.

Balance your audiences:  It’s a natural urge to invest all of your marketing resources on getting new clients.  But, that’s shortsighted.  The two most important audiences are your employees and your current customers.  Be sure your marketing plan gives them enough attention.

At least half your budget and effort should be aimed at these two critical groups of people.

Don’t put all your eggs in one basket:  One of your goals should be to deliver a business’ key messages through a variety of mediums.   No matter how much you believe in word of mouth, direct mail, e-newsletters or an interactive website – don’t land on any one medium.

Stack up impressions by varying the media that carries your message.

What do’s and don’t’s would you add to this list?

Related posts:
~ Could you get to Cleveland without a map?
~ Marketing isn’t about shortcuts
~ SWOT = your annual check up

5 Comments so far ↓

  • kathryn milette

    As an example of your recommendation of not to put all your eggs in one basket, I recently analyzed the advertising revenue financials for a pharma company that yeilded some interesting results. They advertised on google, on a health care website, and in the paper. There were different margins for each medium. Despite the fact that google had a far greater audience, actual purchases (thru click thrus) happened much less frequently, and the margins for those that purchased were half that of the other mediums. Acutally, the pharma company got the best ROAI from the paper. But would I advocate putting all ad spend in the paper? No way. That is a short term financial boost but a long term brand loser.

  • Drew McLellan

    Kathryn,

    Your example is right on point. Using a blended media plan allows us to take advantage of each media’s strongest attributes and balance their weaknesses.

    The other important point of your example is you need to check the numbers. We can’t rely on our gut reactions. By tracking performance, we can tweak the mix until its just right.

    Thanks for sharing your story.

    Drew

  • Mark Alford

    Its amazing how common sense is still common sense no matter how many times an din how many different ways it is written down, told or explained!

  • Lana

    Good points! But I think that “variety of mediums” should be strictly based on the target audience, not just to include “another medium in the list”.

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