What to do when your company has a marketing plan, but it isn’t working! Let’s discuss our second phase of marketing planning: “Taking A Dip.” This phase is described by “sticking your toe in the water” – you have a written plan, but it’s an informal process with unclear goals, action items, or measurements for determining success. During this phase, you are simply shooting from the hip, and not proactively engaging your target audience.
Taking a Dip: "What's your plan now?!"
If your company is in this phase, then take control and re-energize your planning efforts now! You are not only functioning reactively, but you are also not providing added value to your customers / clients. Without a proactive plan of action, you are missing opportunities to position your company as the expert – which may hinder your company from being top of mind.
For many, planning is seen as a long, tedious process. However, I would challenge you to change attitudes by following these five steps to create a seemless, easy-to-implement marketing plan:
- Set a 45-minute meeting: Share agenda ahead of time – (Sample: Marketing Plan Meeting Agenda), be sure to include time allotments, this sets expectations immediately.
- Conduct Meeting: Do not let the meeting get off-target. As a welcome, state the reason you are meeting (BHAG for the meeting). For example, “This meeting is to draft a plan of action to secure 10% more of the construction industry market in Greater Cincinnati.” If individuals get off subject, redirect them back to the agenda / time allotment.
- Draft the Plan: Send a draft of the plan to everyone invited to the meeting, within 2 hours of the conclusion of the meeting – this shows commitment and importance of the plan. (Sample Marketing Plan Structures)
- Finalize Plan: Within one-two weeks, finalize the plan.
- Measure Plan: At least every-two-weeks provide an update to everyone on plan accomplishments. This keeps the plan moving forward, provides feedback to all engaged, and also will identify any successful penetration or weakness areas. If you are meeting weekly or every-two weeks, it’s much easier to adjust the plan accordingly to ensure success.
If your company is struggling with planning, and would like to discuss how Marketing with Class can help, please contact us today! We will set a complimentary meeting with you to discuss your BHAG and determine what steps would be necessary to design a plan. Since we were built on “Rock ‘n’ Roll,” we can help build your foundation, jump ‘n’ and implement your action items, or simply keep the ball rolling as an external resource. You tell us, we are here to help!
