Marketing 101 - Marketing Planning

Last week I met with the President of a medium size business.  She had many employees, a good share of her market, and has been experiencing double digit growth for years.  She is very good at what she does. 

Now, it's time for her to move into the next stage of her business.  And that means she needs a marketing plan.  In fact, I believe that everyone needs a marketing plan.  (Even me, which means that I actually have to write one!)

Okay, here is a marketing plan:

1. What you are trying to accomplish (objectives)

2. What's unique about your product or service? (positioning)

3. Who you are going to market to (target)

4. How much you are going to spend (budget)

5. What you are going to do (activities)

6. When are you going to do it? (timing)

7. Did it work? (evaluation)

lLesson Learned:  As Dr. Phil says, you can't work the plan, if you don't have a plan.