Failing to Plan is Planning to Fail
Have you ever felt this way about your marketing efforts? Do you know what your customer needs to hear before you pull the trigger on your marketing campaigns? Does “Ready, Fire, Aim!” accurately describe your planning process?
There is a process that allows you to put the “Aim!” back where it belongs in this familiar command.
Most companies and organizations would agree that marketing is important. Unfortunately, that agreement is usually followed up with, “but it’s not an urgent need right now” or “we’ve tried a few things, but none seem to work.”
Effective marketing is all about taking control of your organization.
It’s about seeking the right type of customers; not simply getting more customers. It’s about presenting your unique value in a manner that is attractive and magnetic to your target clients. Ultimately, marketing is the best way to grow.
The right marketing plan is one that you can execute with integrity and confidence, knowing that you’re proactively and systematically growing your organization. Of course, there are no “one size fits all” marketing answers; but there are distinct principles that must be followed in order to be successful.
Those seven principles are:
Marketing is a game that has structure and process.
Work with someone who understands the rules of the game.A positive marketing mindset is a “must have” for long-term success.
How do you feel about the role of marketing in your organization?Marketing has a language which must be followed before customers will understand your message.
Does your marketing message connect with your intended audience? Remember, it’s not what you say, it’s what they hear.- Marketing messages must focus on what the customer gets from working with you - not your process or product.
It’s not what you do, it’s all about what they get as a result of what you do.
Marketing materials should generate trust and credibility.
Is your marketing an authentic representation of your corporate personality?Choosing the appropriate strategy to use is key in spreading your message.
What forms of communication are the most effective for telling your story?- Lastly, none of these principles matter without a plan to sustain momentum and ensure results.
Do you have a written, measurable, objective plan for implementing, measuring and adjusting a long-term marketing plan?
Using these principles, you can begin to develop a marketing system that is unique to your organization. Most importantly, a well designed marketing plan will help you attract attention more consistently, move beyond a word-of-mouth strategy, and increase your financial sustainability.
For further information, please visit our Discovery page.
Being the man behind the dream, Chad is founder and President of Cre8tive Group. His background in international video production keeps him grounded as he steers the company and maintains a cohesive team. Chad also writes at his blog, Marketing for Good.