Simple Energetic Focused Marketing Plans…

I recently met with a client to discuss their marketing plan. The firm had new leadership in place and this was their first draft marketing plan. The plan was essentially a list of ongoing prospective new business opportunities and random assignments. There were no objectives, no vision, no research, no timetables, no goals, and no set/specific responsibilities for each person. What happened here? Each principal had come with their own separate definition for what “marketing” is – and what a “marketing plan” is. The team wasn’t on the same page.

You don’t need to create a cumbersome clunky marketing plan – I’d advise you NOT to do so. But your leadership needs to be on the same page, and you can get on the same page by creating a simple, energetic, focused, and empowering marketing plan that communicates your vision, objective, goals, responsibilities, and deadlines. Ask yourselves what you want to achieve over the next couple years – what are your objectives? Assess the market(s), do some research, and figure out if your objectives are realistic. Set realistic goals to reach your realistic objectives. If you need help finishing your plan or dusting it off and implementing it, feel free to reach out at any time – I’d love to help your firm.

Consider the following; taking into consideration each of these needs its own strategy, tactics, and timeframes:

  • Make a list of the top ten POTENTIAL clients you really really really want to work for. These companies/people become your new business development pursuits.
  • Make a list of your best CURRENT clients – focus on maintaining these clients.
  • Make a list of your ENDURING / RELIABLE clients – they could potentially help you in hard times.
  • Make a list of your best PAST clients – work to get them back.

If you have a clunky or boring plan, here are a few immediate ideas for you:

  • Is your plan truly realistic?
  • Have you performed basic research?
  • Do you have a budget to implement and support each area of your plan? If not, scale back.
  • Have you designated a champion for each part of your plan? They should feel well supported by your leadership and feel responsible and accountable for making it happen.
  • Is it time to consider shifting responsibilities – sometimes a different principal can give fresh ideas and energy to a flailing effort.
  • Is it time to bail on a particular goal – you should always give your best effort, but at some point it’s good to confront reality – especially if there’s one area of your plan that just simply is not working for you.
  • Can you measure your progress?

Go Grow!