The Quick Guide To Writing A Marketing Plan
- Chris Butler
The Marketing Plan
Branding. What is your business’s personality? How do you think you are portrayed in your customer's mind? What do you want them to feel and think when they see your logo or hear your advertisement? A customer-evoked response will strongly affect whether they purchase from you. Will they automatically trust your brand by recognition and trust and favour you over other competitors?
- What is in your logo?
- Colours and themes used to cross into your other marketing material (websites and brochures)
- Slogans and taglines
- Instagram layouts and themes crossed over the entire platform – uniformity
- This is in less detail than that of the 12-month plan and is simply a long-term indication of where you think your business should have gotten to within that time.
- These objectives will be in less detail than those in your annual plan, but allow you to continue to evolve coming up to the end of that first year and assess how well your first year has been compared to your longer-term goals.
12 – Your detailed tasks over the next 12 months
- A good way to set up your initial short-term marketing objectives is through the use of a Gantt chart, or other visual calendars for a 12-month period. Being able to physically see when you should be doing something and aiming for a date, is a very effective and efficient way to manage your time and ‘mini marketing goals’
- Through the short-term timeline, you should also establish a 12-week schedule to see what is needed and when visually. This is a good way to estimate your budgets as well and tie in with what you can realistically afford over a 4-month period.
- For a start-up SME; how much do you have to spend on marketing vs. how much capital do you actually have access to? Start small and look into ‘free marketing’; such as PR, content marketing, social media and networking.
- For an existing company; what have you been spending your money on? And how much of it is being wasted? Once again, look to your competitors here and analyse what their annual spend is utilising. Building up your database and communications can also be an inexpensive way to access a lot more potential and current customers that you are not meeting the needs of, and could be.
- For a large business; you would be looking into what media to add to the above and the benefits of using them to captivate a larger audience.
About Chris Butler
Chris is a Marketing Consultant and is based in Nelson, New Zealand. On moving back to his hometown of Nelson after a stint in Australia, Chris identified a service in the market place to assist business owners and managers with their marketing effort. He saw first-hand how many business owner/managers didn’t really have the time to plan or implement their promotional activity to its full potential, and although they knew their trade very well, were not experienced in marketing. The Marketing Studio was created to fill that need and has a comprehensive growing list of clients, who it continues to help, on an on-going basis. Chris and his team provide Marketing Strategy and Marketing Support Services and believe “Marketing is business development, it’s all about optimising opportunities to grow your business, through everything you say and do.”
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- 29 Oct 2020
- 12:28 am
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