It’s funny, but I’ve always thought of a marketing plan as a blueprint to your marketing projects. Over the years I’ve found that people have differing opinions on what a marketing plan should include.
Recently, I received a marketing plan from a client. It covered several topics, from positioning to the market environment. What it didn’t cover were the tools to be used in the marketing process.
Now don’t get me wrong, it’s important to understand where you stand relative to the overall market, and to know things like point of differentiation and what your competitors are up to. But it’s also been my experience that most business owners know some of this already. What they lack is the time and expertise to create and implement a step-by-step marketing campaign.
When undertaking the task of creating a marketing plan, or having one created for you, be sure to determine what it is you want in the end. If it’s a better understanding of your market and where you stand, request that. If it’s a blueprint for all your marketing efforts, including a timeline and budget, request that. Both are important pieces of information to move your company forward.