Your Marketing Plan As A Roadmap To Customers

Your Marketing Plan As A Roadmap To Customers

A marketing plan should be used to determine product pricing and distribution and create a road map for market development, says Gerard Corbett, president and CEO of the American Public Relations Association. He recommends that companies use a continuous approach to marketing planning, detailing and timing each key element in this order: product, price, sales, promotion, service and support, and customer retention.

By tailoring your message to your approach

A consistent, personalized branding message for a product or service should be based on goals and objectives, target market, competition and industry characteristics, says Nicole McGarr, founder of Sunny Day Marketing. "Then choose the marketing vehicles that will be used to deliver the brand message to the audience and create a marketing plan that outlines when the various vehicles will be implemented," she says. The plan should also include a financial section containing sales projections and a budget for the period covered.

Brian Peters, director of the marketing practice at management consulting company ARRYVE, likes to create a plan that outlines all the possible channels and methods a company can use throughout the year and balances it with an editorial calendar. "It makes the company appreciate the marketing capabilities and efforts they actually have," he says.

A decision must be made as to why each strategy is used or intentionally omitted for that planning period, requiring "the marketer to be intentional and proactive about the message and approach used," he said. “It's easy to slip into familiar marketing or be susceptible to economic or competitive pressures. But it just takes a little time and planning to move forward and make your vision a reality.

Regardless of the approach you take, it is important to track the results of your marketing plan ( how your marketing is working ) and adjust accordingly. "Successful planning requires focus, persistence, strategic thinking, persistence and patience," says Corbett. "It's not rocket science, but it's not brutal either. It takes work and dedication.

What is a roadmap? 5 minute preview. Determination Purpose | type

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