IIf you ask 20 people, "What is a marketing plan?", You will get 20 different answers. Most refer to a marketing plan as a promotional plan which are the marketing activities that a business executes to to generate leads and revenue.
In reality, a marketing plan is much more than that, as a promotional plan without re-looking at the other 3Ps can end up not being as useful as it could be if you look at your overall marketing. It is also important to look at your branding and your target market as well. It is vital to develop a budget for the next year as well to determine how much you plan to spend as well establish the metrics that you are going to track to determine the success of your spend.
Product looks at the products and services you provide to consumers or businesses. It is essential to look at all of the products and services you sell and determine if there are ones that are not making money for your business are not sold on a regular basis and decide whether they should be discontinued.
At the same time, you should be looking to determine if there are additional products or services that make sense to add to your business.
With some of the changes that are or could occur over the next year or so with minimum wage increases and possible modifications to NAFTA that will affect businesses, it is going to be essential to relook at your pricing. You cannot wait until legislation is in place and make a drastic change to offset your costs. You are going to need to look at slowly increasing pricing over time to not lose customers. All businesses are in the same boat, so be sure to understand if you are going to be able to withstand the changes without an increase in your prices.
Promotion is where you will need to focus on what activities will drive sales to your business and will be important to develop a marketing budget to track what you plan to spend along with what achievements/metrics you expect for that spend. Do you need to update your website, outsource your social media, develop new brochures for new products and services, or look at events that make sense for your industry and business? You need to have an understanding of what you are doing, when the activity will be performed, the metrics for the activity, who is responsible, as well as what is the cost.
Placement is where you plan to sell your products and services. Do you plan to add an online store this year, or look for other channels to market? Placement can help in providing additional revenue to your bottom line and needs to be planned for in advance.
In speaking with several small business owners, when asked who their target market is they will say, everyone. The problem with this is that you are not focusing your market dollars on those who are those consumers or businesses who are best suited for your products and services and are fishing everywhere. Take the time to focus your marketing on those who will generate the most profitable revenue for your business.
Does your brand need some updating? Does your current mission, vision and value proposition still make sense for your business today? Does your branding resonate with your customers? The start of a new year is an excellent time to launch new branding if it is needed.
RK Fischer & Associates