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Solutions to Building a Solid Marketing Plan

Submitted by Mitch Seigel on Tue, 08/09/2011

Mitch Seigel
In a much simpler time; before social media, the internet, mobile messaging, sports marketing, cause marketing and cable television, developing a strong company marketing plan was a much easier thing to do! Or was it?

That’s a big question. Before the formats of marketing mentioned above were devised, and were only ideas in people’s minds, did we really reach the market? My suggestion is that we may have had a broad view of the market, hence broadcasting, but were really not communicating fully or as best we can to our target customers. Today we are extremely lucky because, while all these new vehicles to reach our market are now up and running, the traditional medium have not been sacrificed as a result.

That means more planning and constant attention must be made to changes in the marketing methods available. At one point in time a marketing plan could be set in stone for a year and as long as you adhere to the plan business could be predictable. My suggestion today would be to re-set your marketing plan quarterly with monthly observations to make sure you are on track. In addition to marketing methods changing, reaction to the market by the competition changes quicker, as does market conditions, therefore not affording you the time to wait to make changes at your company.

If you are a mid to large size company you probably have internal personnel who can do this for you on a regular basis. If you are a start-up to mid size business you may not have the manpower internally and it would be wise to ask for outside help. This could come from either an independent consultant or from a pre-determined advisory board. In either case, regular monitoring is essential.

A big part of your future lies in the hands of research and development. Your vision can only come to fruition if you lay roadmap ahead of you. Your research team can be the field workers in front of you cutting the trees with the machetes. If you try to work your way through the jungle without help, it may extend the time of getting to your destination so much that you will be undoubtedly on the brink of closing the company down. Don’t let this happen to your dreams. Don’t wait to plan and don’t ever stop planning!

What are your challenges when it comes to building your company marketing plan? I look forward to hearing your comments.

Until next time …