Assign every part of a marketing plan to a specific person. Marketing planning, as a rational activity, requires thinking; imagination and foresight. All rights reserved, Insights and Inspiration to Help Grow Your Business, Check for Pre-qualified Credit Card Offers, Credit Intel – Financial Education Center. Failure has to hurt, and achievement has to be rewarded. Groups and committees get little done. “I don’t know the secret to success, but I do know that the secret to failure is trying to please everybody,” said Bill Cosby. If you're thinking about developing a marketing program, you need to begin with a marketing plan. Establish quantifiable marketing goals. A. What does your market need, what do they currently use, what do they need above and beyond current use? A marketing plan will develop a clear path for a team to follow. Test and analyze. The irony is that many of the expensive marketing plans end up on a shelf and rarely get implemented. If you want baby boomers’ date nights, then serve good food. You need it to: Attract, convince, convert, and make your customers fall in love with your product or service. This means goals that you can turn into numbers. Will you be able to tell? Things change too fast for static plans. A good marketing plan is part of a process that involves setting goals, measuring results and tracking performance. Every successful marketing plan is actually a planning process, not just a plan. Describe your product. Strategy probably drives a good plan, but tactics, programs and details make the difference. Budget your dollars. Every business needs to begin with a well structured plan that is based in thorough research, competitive positioning and attainable outcomes. You won’t find a restaurant that works for a baby boomer couple’s night out also working for families with small children. Identify the strategies that are working. The plan's value is in the success of the business. Successful marketers continually review the status of their campaigns against their set objectives. As mentioned earlier in this article, be sure to use your plan as a living document. Market Research Worksheet. His company, Big Fin Solutions, provides marketing consulting and services - helping businesses look good online. Develop your "unique selling proposition." However, you should always be willing to enhance or redirect your plan based on what proves successful. Some are short and to the point, others are hundreds of pages thick and cost thousands of dollars to produce. Things change too fast for static plans. However, you should always be willing to enhance or redirect your plan based on what proves successful. This ensures ongoing improvements to your marketing initiatives and helps with future planning. What makes a good marketing plan? Michael Fleischner is a marketing coach, entrepreneur, and author. If you want families with kids, then serve food quickly, make the menu items relatively cheap and, of course, the food has to be safe. For more information, email Michael at, Marketing Plan: 10 Components You Should Include in Your Marketing Plan, Market dynamics, patterns including seasonality, Customers - demographics, market segment, target markets, needs, buying decisions, Product - what's out there now, what's the competition offering, Suppliers - vendors that you will need to rely on, "Distinction" - your unique selling proposition, Direct marketing - sales letters, brochures, flyers, Training programs - to increase awareness, Write articles, give advice, become known as an expert, Track sales, leads, visitors to your web site, percent of sales to impressions. Successful plans need focus, specifics and flexibility. Peer pressure is important: The people executing the plan have to be accountable for measurable results. According to Puromarketing and in our opinion, the answer is a resounding yes: 100% yes. Measure the results of every task and be sure a person is responsible for it. A good marketing plan needs commitment, not just involvement. With a good marketing plan you can: Follow up on marketing activities and see what is good and what is not good. The simple plans, if researched and implemented effectively, have the greatest impact. By establishing goals for your marketing campaign, you can better understand whether or not your efforts are generating results through ongoing review and evaluation of results. Write down the marketing and promotion strategies that you want to use or at least consider using. Analyze your market and you will have solid knowledge about your target customers, market segments, your strengths, weakness, opportunities, and threats. Then serve good food, if researched and implemented effectively, have the greatest impact and be to! 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