Agency President, Author, Blogger, Professor
Jim Joseph is the chief integrated marketing officer and president of the Americas for New York-based communications agency Cohn & Wolfe, part of the media company WPP Group PLC. He is the award-winning author of The Experience Effect series, teaches marketing at New York University, and is on the board of directors for the number one branding school in the country, The VCU Brandcenter. You can follow him at JimJosephExp.com.
Don't take it for granted. Without it, your plan will lack a mission and purpose.
You didn't build your business alone, so write a business brief that lets your other players know what to do next for your marketing.
Your marketing plan isn't finished until the year is over when you have to start writing it all over again.
Times have changed, and taking a look in annually is no longer a sound strategy.
Identifying the tactics of your marketing plan should flow smoothly out of the strategies you've identified that will drive your business forward.
As you determine how you will accomplish your goals, given the conclusions you have drawn, this is when the plan kicks into gear.
Typically, you look at strengths, weaknesses, opportunities and threats from a product perspective. Here's what you should also be doing.
"Lessons Learned" is a simplified approach to analyzing past year performance, program by program, to assess what's worked and what has not worked.
Knowing and anticipating the wants and needs of your customers shapes all the other elements of your plan.
Surely, you should be studying companies that offer the same services that you do. But you should broaden your research beyond that.
Without goals you can't possibly write a marketing plan or measure your success for the year.
If you don't have these in place, it'll be difficult to fully write and execute a marketing plan.
There's something you can start doing today that could save you a lot of headaches in 2015.
You need you and your colleagues' ideas to flow freely, so create a space that promotes them to sit and stay awhile yourself.
Without established goals in place, you're just guessing based on feelings. Make next year different.
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© 2015 Entrepreneur Media, Inc.