By Marilyn Heywood Paige
Tactics are the first thing that comes to mind when people think of creating a marketing plan for their business. Tactics are efforts like building a website, creating newsletters, and producing social media campaigns. They’re fun and action-oriented, so tactics are often where people start when marketing their business.
Before You Create A Marketing Plan
We recommend starting any marketing plan with a thorough situation analysis, then creating a marketing strategy and then delving into creating a marketing plan. Let’s assume you’ve done these things and now you’re ready to create a tactical marketing plan. Tactics can be costly, so having a marketing plan in place can help to optimize your spend. Here are the most critical items to consider before you begin your tactical plan. I organize them into two sections, internal considerations that relate to what’s happening inside your business and external considerations that have to do with your audience.
Internal Considerations of Your Marketing Plan
These are five internal factors to examine when you put together your tactical plan. They are your short and long-term needs, goals, budget, and time. I’ll briefly explain each.
Short-Term NeedsYour immediate communication needs are the tools you need to close business. It may include things like a website, a brochure, and business cards. Example: Our short-term needs are a new website, team business cards, and brochures. This will allow our sales team to have more conversations. Long-Term NeedsLonger-term marketing needs are more sales process-oriented. They include things like staying top of mind and remarketing to current and past customers. Example: Our long-term needs are selling more to current customers and reselling them within one year of their initial purchase. This will raise our margins and increase revenue.
GoalsWhat do you want to achieve with your marketing? Capture new leads? Create more sales within your current customer base? Record all your marketing goals. And be specific. How many new leads? From where? By when? Example: Our goals are:
Target Markets1. Male and female Baby Boomers who have over $100K in annual income, are empty nesters but don’t want to retire, live in the northwest region, have two cars, and a need to be more adventurous.
2. Married male and female Millennials who have children, over $75K in annual income, live in the northwest region, have two cars, and prioritize having family adventures.
Baby Boomers Visit/Read
● Facebook● LinkedIn● Starbucks● The Wall Street Journal● Next Avenue Blog● Wine Connoisseur
● Instagram● LinkedIn● Local Coffee Shop● New York Times● Bustle● Wired
Baby Boomers Search for:
● Adventures over 50● Luxury Trips● #adventure● #babyboomerstyle● #funover50
Millennials Search for:
● Adventures on a budget● Fun Family Trips● Best Family Road Trips● #familytrips● #familyfun● #budgetfriendlyvacation
Fun, friendly, always up for a dare, but never rude or disrespectful.
Value Propositions● Every detail of your trip is taken care of from start to finish.● The most comprehensive trip planners on the planet.
Differentiators● Customer service rated #1 by TripAdvisor and Expedia● More repeat customers than any other trip agency.
Key Messages● This is the fun you’ve been dreaming of.● We plan. You relax.● Your dedicated trip host ensures every detail is taken care of.● Five-star ratings from Yelp, TripAdvisor, and Expedia make us the #1 place for singles, couples, and family fun.
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