Mapping Your Way to Marketing Success

by Paula Satow, Satow Strategies, LLC

The new year is well underway and companies everywhere are putting the finishing touches on their 2007 Marketing Plans.

Yeah, right!

If you believe that, then I know a bridge…

The truth is that many firms can’t even agree on whether or not they need a Marketing Plan no less what their Marketing Plan should consist of. So, breathe a sign of relief if you’re one of them. You’re not alone and, in fact, you’re in good company. Some of the best, most successful companies either “wing it” altogether or write their Marketing Plans “as they go.” To some degree, this is because marketers, by definition, are creative, right-brain types who would rather spend the time ideating great ad concepts and designing leading websites than putting their logical left brains to work on facts, figures and…worst of all…numbers.

Well, that’s where I come in.

To me, creating a solid Marketing Plan can be a very creative process, indeed. And, no matter what you may tell yourself, your marketing results for the year will be more effective and more measurable if you start with a solid Marketing Plan. To take some of the sting out of the process and to help you kick it off, I suggest you start with a game — 20 Questions.

Let’s see how well you can handle the challenge:

1. What is the single most important thing you want to accomplish with your marketing efforts this year?

2. What is your marketing budget for this year? What percentage of your revenue does this represent? (5%? 10%? 20%? other? – 20% is optimal)

3. What is your corporate marketing strategy and how does it complement your product/service marketing strategy?

4. What is unique or special about the products or services you will be offering?

5. What is your primary target market?

6. Who are your competitors and how do they compete with your company and your offerings?

7. How does your marketing strategy support your business and brand strategies?

8. Is your communications consistent in terms of corporate and product identity?

9. Is your communications consistent in terms of messages?

10. What marketing programs have worked for you in the past?

11. What marketing programs have failed and why?

12. What is your sales channel?

13. What is your Internet strategy? (website, web sales, blogs, etc.)

14. What is the size and quality of your sales, marketing and support teams?

15. What is your sales and marketing collateral strategy? (newsletter, e-newsletter, brochures, etc.)

16. What is your event strategy? (trade shows, conferences, speakerships, web seminars)

17. What is your media relations strategy? (local/national/business press, analysts, tours, joint announcements, etc.)

18. What is your co-marketing strategy with channel and strategic partners?

19. What is your launch calendar for the year?

20. How will you measure the results of your marketing programs?

Learn more at www.satowstrategies.com or drop an email for assistance with your marketing plan to info@satowstrategies.com.