Marketing Plans... The Road Least Traveled

You know what they say, "If you don't know where you're going, any road will take you there!"

So when profits are on the line, a marketing plan may be just what the doctor ordered to ensure long life expectancy for your product or service. Marketing plans sets forth clear expectations, benchmarks for progress and criteria to maximize performance for years to come. It begins with vision -- where you want to go; then proceeds to mission--how you're going to get there; and continues with your position-- what sets you apart to drive customers to your product or service!

A strong marketing plan must identify overall goals, outline specific strategies, specify completion deadlines for implementing projects and programs and finally it must be readable so it always makes sense, no matter how many times you or others refer to it! Yes, refer to it. When written properly, you must re-read the document so that you stay the course and not get lost! And that's a team effort.

I know this first hand when a young executive without referring to our marketing plan started to change our position. I was at the time involved in other matters and before I knew it, the company was being changed. Unfortunately, that executive did not take my advice and when his promotional efforts failed, he moved on. Our marketing plan is still there for reference and amending for those who understand its importance as well as knowing that all marketing plans must have marketing in mind!

This is Dr. John Tantillo, the marketing doctor thanking you for stopping by and inviting you to make marketing your business priority.

To have Dr. John Tantillo speak at your next meeting, feel free to contact him @ 212 679 5700 (ext 11).

Dr. John Tantillo is a behaviorally trained applied research psychologist who is internationally recognized for his expertise at diagnosing the real factors that impact target markets. His basic principles of using psychology as a catalyst to effective marketing-find out what people want and deliver it to them.