Marketing 101 - the Mini Marketing Plan

The success of marketing plans, in my opinion, comes from consistent and persistent adherence to a plan. And, the secret of planning lies in keeping it simple. Remember that acronym K.I.S.S.? Keep It Simple, Sweetie.

Because yet another association asked me about a marketing plan, I’m reviewing the “how-to” steps for a mini marketing plan that I refer to as Marketing 101:

1. Pick three tactics. Three gives you a specific number on which to concentrate. It’s enough to allow for a mix and not so many as to get one mixed up. For a trade association, the marketing plan tactics might look like this:
   a. Email notices to membership
   b. Website – posting of updated information
   c. Postcard/flyer/brochure – collateral materials for board members and other involved parties to use
2. Once tactics have been identified, schedule a timeline for implementation, setting dates as far into the future as necessary to meet the goal.
   a. For example, the trade association promotes an annual conference. Identify the weeks (by date) between now and conference and note what tactic (if any) will be used each week.
   b. Define themes for the communiqués in order to create more impact. A repeated theme provides effective frequency – people have to hear something at least three times in order to get it and seven times in order to act upon it.
   c. Note due dates by project parts: for instance, a flyer requires graphic production, then committee approval before it can go to press, so a “real” deadline might be 10 days in advance of the due date.
3. Assign responsibilities for each tactic and begin to move your project forward. In other words, implement the plan.

One caveat: know there will be other opportunities, other tactics that beg to be incorporated. It’s possible to change and be successful, although not likely. In today’s world, there are simply too many variables. Instead, it’s KEY to move forward, based on a plan that works adequately. You can enhance, improve upon and revise your marketing plan at any time. Just don’t neglect, abandon, or abdicate without realizing your outcome will be severely impacted.

By the way, I can hear the hooting from my friends in the business who think that this is far too simplified …kindergarten, not marketing 101. Simple works, people. Could the K.I.S.S. Marketing Plan work for you?