Duct Tape Marketing - Latest Comments in How Complex Should a Marketing Plan Be?

Re: How Complex Should a Marketing Plan Be?

Ty — Wed, 25 Jun 2008 01:02:09 -0000

I find it helpful to share the marketing calendar with my team in Google docs. That way everyone has access to it, and we can all review it simultaneously during meetings and chart our progress.

Re: How Complex Should a Marketing Plan Be?

Susan — Fri, 20 Jun 2008 14:44:33 -0000

I think that too many people make a marketing plan and then hide it in their desk drawer. As an account manager for an agency, we're often given only the bits and snippets that a client considers relevant to us, when in reality we can help them make their marketing plan work better when we have insight into their true goals and how they plan to accomplish it.

After you've put that much work into a document, share it with anyone and everyone who plays into your marketing process!

Re: How Complex Should a Marketing Plan Be?

JP — Fri, 20 Jun 2008 14:01:50 -0000

Marketing Integrity: You hit the nail on the head. An annual review of biz goals is perfect for keeping folks on track. If the plan maps to those goals, focus is easier to maintain and success is easier to achieve.
This was #1 in my recent list of 5 Guiding Principles for Marketers.

http://diablogue.wordpress....

John Jantsch: I like that you said: "Who makes an ideal customer for your business" rather than "Define your target audience(s)." Indeed, I see the "groundswell" as a major catalyst for big changes down the road in our lexicon of marketing. :)

Re: How Complex Should a Marketing Plan Be?

Chris — Thu, 19 Jun 2008 15:18:51 -0000

One of the hardest things I've found is writing for many people and accurately explaining things that are universally true to most industries. As far as how that is reflected in your article above, I believe by keeping things simple, you can answer those complex questions. Well done.

One thing I would add, is to keep in mind the user's new media experience. Many times, small businesses can have a killer idea, and ways to promote it, but fall short on making adjustments when users change. Can the marketing plan still interact with consumers without getting in the way? Obviously, there aren't all the answers out there, but just something to keep in mind as well.

Re: How Complex Should a Marketing Plan Be?

Marketing Integrity — Thu, 19 Jun 2008 12:57:09 -0000

Yes, creating and reviewing your organizational goals yearly is a brilliant planning and assessment process.

The challenge with marketing plans is that most businesses will in concept agree with the process, but they tend to be so excited and motivated in the beginning of a business or product launch that they always want to rush over this process and get in motion with more tangible things. If you can keep them focused on writing and sticking to a good strategic MAP (Marketing Action Plan) then the results generally play out much better.

Re: How Complex Should a Marketing Plan Be?

ducttape — Thu, 19 Jun 2008 07:25:45 -0000

@Keith - a list of annual goals would be also be a brilliant way to measure and keep the plan alive. You would need to update the goals each year and update the plan as well.

Re: How Complex Should a Marketing Plan Be?

The Small Business Social Netw — Wed, 18 Jun 2008 18:38:38 -0000

The two biggest mistakes I see businesses make are not making a plan or not reviewing weekly metrics. Whether it is week 1 or week 104, you have to review your marketing expenditures and conversions.

Keith Brando
http://sta.rtup.biz
"The Facebook of Small Business"

Re: How Complex Should a Marketing Plan Be?

LindaBusiness — Wed, 18 Jun 2008 17:20:13 -0000

This is so timely for me! I just finished a plan for my home-based business and have begun implementing it. However, judging by your list above, I can now tweak it for efficiency. I'm looking forward to the new tool you mentioned. Would it be useful for someone like me who has a direct marketing business?

Re: How Complex Should a Marketing Plan Be?

ducttape — Wed, 18 Jun 2008 12:18:50 -0000

@JudyAnn - yes I agree that should be a part of the plan and maybe the first part!

Re: How Complex Should a Marketing Plan Be?

JudyAnn Lorenz — Wed, 18 Jun 2008 12:17:35 -0000

Perhaps under the motivation idea, we need a schedule for bringing the plan before the eyes and minds of the 'doers', so they don't become used to a certain pattern, sliding off into same old, same old.

Re: How Complex Should a Marketing Plan Be?

Dan — Wed, 18 Jun 2008 11:26:04 -0000

"The plan itself is secondary quite often, the planning process is where the headway actually gets made." - I truly agree with this. The same goes for an overall business plan. You may create this large document in the process of creating a business/marketing plan. And that plan may NEVER get read by anyone. But, the real benefit is in the process of developing that plan. The experience and knowledge gained is immeasurable. At the same time, I think it's important to reduce the document(s) to 1 to 3 reviewable pages that you can use to motivate and measure your success.