As the Navy likes to say, “Fail to Plan, Plan to Fail.”
Plan Your Marketing Communications
If you want to maximize the effectiveness of your marketing dollars and time, then you have to plan. Period. Maybe I’m type A and like things to be orderly — but I do not think so.
Plan the course
Without a plan, you cannot easily tell what is and what is not working. I like to think of Marketing Plans and Business Strategy Plans as a an intended course the ship needs to sail. The only way to know if we are on course or not is to refer to where we are against where we said we were going to be.
How do your customers seek and find information?
I like to take a spreadsheet and create a matrix: what information and in what channel and for whom?
|Brand||Product Promotion||New Product Release||Event Promotion|
|Website||Brand goals||Which products|
Call to action
When will they release
Call to action
Do you need a calendar?
|Press Release||Which products?|
Which other forms of media?
|Push Email||Calendar of releases by event (tradeshow, product is finally ready, etc)||Releases of products by event
Location of booth
Call to set up appointments in advance of show
|Google Adwords||Brand message|
Audience (where in world)
What formats to be re-marketed into?
|Print Advertising||Brand message||Which products|
What is BIG message
What is it that you hope to achieve in each channel and how will you know you have succeeded?
- Target number of opens or click-thrus
- Targeted leads and/or companies (number, quality, and specific names)
- Target number of quotes, orders, and sales
The matrix can be however you like to think of your “To-Do’s”. Another way to do the matrix is by calendar year.
|Quarter 1||Quarter 2||Quarter 3||Quarter 4|
|Banner ads on trade|
|Banner ads on trade
|Product Promotion||Push emails for Product 1||Google adwords for product 1|
|Push emails for Product 2||Google adwords for Product 2
|New Product Release||Launch at Tradeshow 1||Push emails for Product 3||Launch at Tradeshow 2||Push emails for Product 4|