When your establishing a marketing plan from the ground up it’s essential to develop the plan in full before any execution takes place. All too often companies take this first draft and run with it and as a result the majority of these companies find their marketing plans floundering. The truth is the first draft is rarely any good, luckily there are things you can do to prevent this and develop a successful plan from the start.
Don’t assume too much
Any initial marketing plan is really based on assumptions. Your assuming your target market will react to certain advertising in certain ways, but the reality is you just don’t know. You do have to start somewhere though, so when your making these assumptions it’s vital to base them on as much true data and research as you possibly can. You also need to accept the fact that you simply can’t know everything, as nice as that would be. You can circumvent this issue by preparing for the fact that change is inevitable.
Accept the fact that your marketing plan is forever evolving
Another common problem is developing an initial marketing plan and never changing it. No matter how good a marketing plan is, there is always room for improvement and much of that improvement isn’t going to come until you’ve tried something and analyzed it’s effectiveness. Once you see how a marketing plan is working you can always make small changes in order to improve it. Going into the process understanding that your marketing plan is a living thing that will grow and change will make all of this much easier.
Things to keep in mind
Your marketing plan should also include both short and long term goals. These goals will allow you to truly monitor just how well your marketing plan is doing and it will give you something to base changes upon. You can use these goals as milestones where you can come back and brainstorm new ideas or solutions to marketing plans that aren’t reaching their goals. Make sure and bring as many people in as possible for these brainstorming sessions as you never know who might have a great and unique idea! Any initial marketing plan is going to evolve and change and this is a good thing as this change should bring constant improvements that will pay great dividends.