For all the marketing professionals, brilliant salespeople, crafty entrepreneurs, and self-proclaimed marketing wizards I've come across, very few of them have shown any prowess in developing, and certainly little in applying a sound marketing communications plan. It isn't easy, but it's really not that hard, either. It takes some insight and serious persistence. But, even more important than that is simplicity. Why? If a plan is too intricate or difficult to communicate, it likely won't be implemented. Don't fret, though. I'm here to help. I've developed a plan for which the acronym is IMPACT, which you can find in action at www.danskincreative.com. But, I'll use simplified language here, to get in the spirit of the title of this post. Anyway, here are the steps required: Research: Use whatever is at your disposal (available studies; field sales reps; key customers; competitors; or focus groups if you sell direct to consumer) to determine where your company/products are positioned in the marketplace, existing perceptions, strengths and weaknesses, opportunities and threats (SWOT), successful marketing initiatives of the past (what worked? what didn't? and why?) how you stack up against competition, etc. Insights: Next, from cross-referencing this information with your company's business objectives (see: All About The Business Objectives) you will be able to identify key insights, which are opportunities that will motivate specific marketing action. Make a list of these and you're on to your next step. Plan: This is where you outline the marketing initiatives that integrate to address insights from the prior step. This might sound easy. It really is not. Not really. This is where the real marcomm strategy comes into play. This is where many companies call in marcomm firms like Danskin Creative Communication, Inc. (even though we'd prefer to be involved earlier). Investment: We don't need to tell you to be precise wherever possible when developing the real investment that you will have to sell up the ladder. If not, the "apologize later" mentality is sure to launch you into a new career, or send you hobbling back to a cubicle. Create: You know the strategy, the business objectives, and the market realities. Next comes the fun part. You get to implement the plan and execute the well-conceived marketing initiatives: the brilliant advertising, graphic design, brand development, public relations, etc. Make sure you do it well! Measure: This is an ongoing process and very impressive to show the C-levels what/how you will report to them. Plus, you can show them what metrics you'll use to ensure that adjustments will be made in a timely manner if particular initiatives are not succeeding. This is also a great place to discuss how the marketing communication plan is alive and breathing. Remember, keep it simple and don't fall victim to detours. Once your plan is approved by the c-level, use that leverage to stay on message and track. Even have them sign a hard copy if that makes the point. |
