Many of you have probably been at goal-setting seminars or workshops where the leader will pose a question like: “Would you like to make more money?,” and, of course, everybody nods or raises their hand. Then the leader will approach a workshop participant and (more…)
Posts Tagged ‘marketing planning’
“More” is Not a Good Marketing Goal. Why Specificity Matters.
Tuesday, August 16th, 2022Marketing During, and After, the Pandemic
Friday, June 19th, 2020As businesses slowly begin to open back up, many find themselves doing business far differently than they may have before the pandemic. Safety is top of mind. Not all customers feel comfortable at this point, interacting in person with the businesses they may have frequented without fear in the past. That means for many companies, a combination of in-store/in-person and online or socially distanced interactions. Many are operating on the fly, figuring things out as they go. But now may be an excellent time to take a step back and update, or create, a marketing plan to help you move forward more strategically.
Here’s some advice for doing just that: (more…)
Marketing Planning: An Ongoing Process
Friday, September 4th, 2015In an industry like marketing that’s driven by having its finger on the pulse of cultural trends and attitudes, a major fear is becoming stale, outdated or thought of as “yesterday’s news.” At the same time, there’s a very real danger in being too quick to move away from the tried and true, especially in established businesses and industries. So, with the obvious need to strike some sort of balance, the clear question becomes, “How often should I update my marketing plan?” (more…)
Making Strategic Planning Work
Friday, April 4th, 2014Why do strategic planning efforts so often fail? It’s a question I ponder a lot and one that I’m asked frequently by clients and business colleagues. I work with companies of all sizes and in a variety of industries on strategic planning efforts. Previously as a marketing manager/director of corporate communications in the education, energy and healthcare industries I was involved in a range of strategic planning activities from business planning to the development of marketing plans and project-specific plans.
Most of these plans are developed, reviewed, revised–and, sadly, forgotten. Here are some of the key factors that I believe contribute to the successful execution of a strategic plan — whether it’s a business plan, a marketing plan, or a project plan. The process is the same, and so are the potential pitfalls.
We recommend these best practice steps: (more…)
Creating an “Integrated Marketing Plan”
Tuesday, February 18th, 2014I was asked recently to provide some information for an article on how to create an “integrated marketing plan.” That phrase has become quite popular and is, I would agree, more precise terminology to convey what a marketing plan actually does. In truth, I would think that every marketing plan would, by definition, be (more…)