For the marketing planning process to deliver to its potential, it needs to do more than the research and analysis that fills in the boxes on a business plan template. It should properly get to the heart of a business, focusing, of course, on your client/customer but equally, never forgetting the people, promises and processes that set out to attract that client.
Any marketing plan that Department707 contributes to is split into two parts – the first half detailing the output of a collaborative process that defines and instills a marketing mindset into a business and clarifying the big picture vision around a service; the second half specifying the what and how of the marketing function by laying out a clear action plan to work to in order to deliver that vision.
So how do we define the strategic thinking process?
- Agree what gets the business out of bed in the morning.
- Work out what you know and what you don’t know about the market you operate in, then work out how to find out what you don’t know.
- Look at what has gone before in the business.
- Mull over what was and is great.
- Define the benefits that people actually buy (Black and Decker sells holes in walls, not drills).
- Work out who can use those benefits.
- Pick the low-hanging fruit.
- Refine the message.
- Decide in what order and whereabouts you’re going to get the message out.
- Look at what you’ve done.
- Learn from that.
- Ask customers/clients what will keep them coming back for more.
- Learn from that.
Simple as that. We did promise you it isn’t rocket science. So why's it so tricky? To do this effectively the business’s leaders need skills that go beyond anything a marketing course will teach them. The final plan should, of course, include the ubiquitous SWOT analysis, PEST analysis, etc. etc. but for owner managed businesses more is needed, because decisions are driven by more than just facts and figures.
Department707 is a place you can come to for clarity, creativity, communication, facilitation and vision. Oh yeah – plus degree-level marketing skills, director-level marketing experience and twenty years of business acumen.