If youre thinking about developing a marketing program, you need to begin with a marketing plan.Having been in marketing for more than a decade, I have seen my share of marketing plans.Some are short and to the point, others are hundreds of pages thick and cost thousands of dollars to produce.
The irony is that many of the expensive marketing plans end up on a shelf and rarely get implemented.The simple plans, if researched and implemented effectively, have the greatest impact.
Regardless of the scope of your marketing plan, you must keep in mind that it is a fluid document.Every business needs to begin with a well structured plan that is based in thorough research, competitive positioning and attainable outcomes.Your plan should be the basis for your activities over the coming months.However, you should always be willing to enhance or redirect your plan based on what proves successful.
Marketing Plan Basics
1. Market Research
Collect, organize, and write down data about the market that is currently buying the product(s) or service(s) you will sell. Some areas to consider:
Market dynamics, patterns including seasonality