By: Jessica Kay Vogel, Local Marketing Consultant.
Offering FREE Small Business Needs Assessments!
Theodore Levitt, a Professor at Harvard, states that the purpose of all business is to “find and keep customers.” Furthermore, the only way you can achieve this objective is to create a competitive advantage. Thus, the focus of your marketing plan should be making a strategy that ensures your products and services meet customer needs/wants in 2019 and then effectively communicate those benefits.
We have all heard the saying,“Do what you’ve always done, you’ll get what you’ve always gotten” – a quote originated by Albert Einstein. Are you finding yourself starting 2019 in the same manner as 2018? If so, I hope you do not anticipate growth. The plan that made sense for your small business a year or five years ago, isn’t going to work today. No matter if you are a small business just starting out or a seasoned veteran, you must evaluate your marketing plan.
“Failure to plan, is planning to fail,” – said someone on Google. So preparation is key. A marketing plan will be easier to manage when you break your plan down into multiple, smaller, marketing campaigns. These campaigns are time sensitive and designed to achieve a particular objective outlined in your marketing plan. A common marketing campaign objective formula is: What will be achieved + how long will the marketing campaign run? Here are a few example of How to Run a Successful Campaign!
Every how-to book on the market has a different take on the essential elements of a marketing plan and claims to know all the answers. The truth is, when determining which marketing communication methods and tools to use and how best to combine them is a challenge for everyone. There is no secrete sauce.
In efforts to aid your planning process. I recommend using a campaign approach and encourage small business owners to create a living document that you reference often. Things change, people leave, markets evolve, customers come and go and your marketing plan must adapt with these many factors!
It is always better to have a well-planned strategy to promote your brand, product or services, right? Marketing campaigns do that for you. Whether you offer a product or a service, choose to promote your brand online or offline—marketing campaigns help by guiding you through the process with manageable steps.