This famous Chinese proverb is insightful, especially in an uncertain economy. As business owners, to stand out from the competition, you need to find ways the change the rules in your market. And, I specifically mean the rules of marketing. Gone are the days when traditional methods of marketing will keep a business alive.
If you have been following my blog, you know that I’m a strong proponent for working your business in support of a business plan. Successful entrepreneurs have a business plan and use it as a framework to build their business.
A tactical marketing plan is an element of the greater business plan, and in today’s overcrowded competitive marketplace, is more important than ever. It requires a new way of thinking about the consumer. With the consumer now in the driver’s seat defining the relationship they want with businesses, a creative, tactical marketing plan is critical to build long-lasting relationships with your customers; make your company visible within your markets; and to build brand awareness in all your targets markets.
Today’s tactical marketing plan needs to address how to engage customers in an interactive dialog. Reaching out and touching the individual customers is expected by the consumer. They have many options. A tactical marketing plan, if implemented successfully, will be measurable. Ideally, it will increase leads and affect sales, build brand awareness, increase transactions within customer base, addressed unhappy customers, keep you top of mind within your customer base and increase your profits exponentially.
And one more thing, statistics from the recession in the 70’s tells us that companies that cut back on their advertising and marketing in recessionary times suffer in sales and profits in the long run. So the main message here is to stay visible in a creatively, impressionable way!