Top Guideline To Help Small Businesses For Marketing Plan
A lot of people are at a loss when it comes to deciding how to approach the
marketing plan process and how to stay within time and budget constraints. To make for a less
stressful marketing plan process, keep in mind these 10 tips:
1. Think Strategy First
An overall marketing strategy drives many decisions. If you first identify general goals,choosing appropriate marketing programs for a small business plan becomes much easier.
2. Decide Format
Putting together a general outline and deciding how you will publish the plan can help you better visualize steps you need to take. Examples are (a) a full, detailed report
including Executive Summary, the plan itself, and back-up data, (b) a single summary sheet, or (c) something in between. Size and structure of the small business can help
determine the scope of the plan.
3. Set Aside Time
A good, strategic marketing plan requires a certain amount of analysis. Early stages in the process go smoother with minimal interruptions. Make it easier for those working on the
plan to concentrate by setting aside closed time during early planning stages. In a busy,small business environment, this can be accomplished by working during off hours or
putting aside a short time 30 minutes to an hour each day.
4. Brainstorm
New, creative ideas flow more freely when people are not inhibited by preconceptions.
Hold a brainstorming session, with two rules: (a) there are no bad ideas and (b)everyones ideas carry equal weight.
5. Shorten The List
Implementation suffers severely when there is an overload of marketing projects,especially in small businesses with a small or one-person marketing department.. The list
of potential projects generated in the brainstorming session can be shortened by concentrating on those likely to be the most profitable and those that take advantage of
the companys internal strengths.
6. Make The Plan Flexible
Business does not operate in a vacuum, so your plan neednt exist in one. For example,the business environment may change during the year or additional marketing
opportunities may arise. Building in flexibility to adjust throughout the year can avoid the pitfall of continuing down an unproductive path.
7. Have Measurements In Place
Knowing if and how well a program works can help you identify opportunities for improvement. In your marketing plan or in back-up documents, set explicit goals and
measurements.
8. Evaluate Past Programs
Past programs are one of the first places to look when deciding which programs to include. Those that worked well may bear repeating. Those that did not should be revised
and improved or omitted from the marketing plan.
9. Time line Critical Projects
Effectiveness of a marketing plan depends on strong implementation. Including time lines for the most critical projects especially those that revolve around trade shows, holidays,
or other time-sensitive events will help assure smooth implementation.
10. Publish A Summary Sheet
A marketing plan is easier to track and more likely to be used when a one-page summary sheet clearly reflects goals, strategies, and planned marketing programs. Post the
summary in high-traffic areas and/or above desks to help maintain focus throughout the year.
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