Last year about this time I wrote a post about my five step marketing planning system. It was a popular one so I thought I’d revisit it here with some additional information.
Your marketing plan needs to help you plan and implement your marketing activities s you accomplish your objective of attracting and or keeping more customers.
Here are the five steps to follow as you plan and implement your marketing:
1. The GOALS or objectives you want to accomplish
2. The MARKET you want to reach
3. The MESSAGE you want to deliver to your market
4. The MONEY you are willing to spend to deliver your message
5. The MEDIA you will use to deliver your message
Actually, I call it my “Smart Marketing System”. To add some meat to the bones, here is more detail in how to use this simple system as you plan your marketing.
1. Your Goals
Marketing goals are usually expressed in terms of time, intensity and quantity.
Are you promoting a single event? Or are you looking for more general awareness?
Do you want a lot of new customers all at once? Or are you looking for a steady flow?
2. Your Market
Who do you want to reach? Define your target audience(s) using factors like:
3. Your Message
What do you want to tell them?
What do you want them to think or feel after being exposed to your message?
How do you want them to respond?
Make sure your message is something they want to hear. It´s not about you and your business. It´s about them.
Everything you say needs to be in terms that will interest, excite, motivate and compel them to listen, remember and respond.
Your message needs to be something they can readily identify with, something they believe will help them accomplish their goals and their dreams.
4. Your Money
This is your budget. The amount of time, money and energy you´re willing to invest in this marketing effort.
Think of this as your marketing "fuel". The more fuel you have, the more you can accomplish.
5. Your Media
This is where your plan turns into action. Where the "rubber hits the road."
Your media are all the ways you will deliver your message to your market. It´s limited by your money so you need to be careful what media and how much you buy
As you select media, keep in mind these principles to help make your media decisions most effective:
Concentration & Focus
Intensity & Impact
Frequency — The more frequently someone is exposed to your message, the more they will remember it.
Repetition — The greater number of times a person is exposed to your message the more they will remember it.
Consistency — The more consistent your message is the more they will understand and remember it.
Clarity — The more clear your message is the more they will understand and remember it.
Simplicity — The more simple your message is the more they will understand and remember it.
Concentration & Focus
The more you concentrate and focus your message delivery, the greater impact it will have.
Intensity & Impact
Some media and schedules are effective in delivering a message to a lot of people in a short time period. But they might not remember the message very well in the long term.
Other media choices can deliver a message to a smaller, more focused group of people, but over a longer time, so they have greater repetition and frequency of exposure to your message.
They´re more likely to remember your message and act on it in some way that helps you accomplish your goals.
Here are some typical media you might use to deliver your message:
Community marketing (partnering with community groups to help them achieve their goals)
Buzz (word of mouth, referrals)
Above all, make sure your goals and audience and message are realistic in relation to your budget.
The best built car in the world will go nowhere without fuel. Make sure your budget (your marketing fuel) is appropriate to the other components of your marketing plan.
So, there you have one of the simplest yet most effective marketing planning systems in the world. Use this process to analyze every distinct product or service or market you have. Make this a routine part of your marketing planning and you’ll find you get better results and, more importantly, more customers.