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. Joseph's new book, , chronicles his unique journey as a father during a unique time in our cultural evolution. Out and About Dad
There's more to distribution than just keeping your shelves stocked with products.
Grow Your Business
It's almost impossible to think progressively when you are spending so much time dealing with today and the day-to-day demands of the daily grind.
Try this exercise out: Draw some circles, then fill them in with those vying for your customers' attention.
Only will you look at both dimensions will you have a well rounded and actionable look at your entire business.
Each perspective fills a different need for your market.
You probably guessed it, the answer is yes, and it all has to do with emotions.
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.
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© 2015 Entrepreneur Media, Inc.