TIPS FOR 2018 MARKETING PLANs

The nights are drawing in, the trees are a kaleidoscope of orange hues, the supermarkets are beginning to stock Halloween and Christmas treats and Messrs. Cowell and Walsh are once again hogging our Saturday night screens in pursuit of the next big star!

But rather than hibernate and await the dawning of a new year now is the time that most organisations, including professional services firms, should be turning their thoughts to planning for 2018.

Simply "winging it" is not an option. You've got to have a plan. As George Harrison said, "If you don't know where you are going any road will take you there". Writing a marketing plan doesn’t have to be a modern day encyclopaedia but rather a one or two-page framework to focus the mind, activities and budget.

But how do you make your plans as effective as possible? Consider the following...
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1. How have you fared so far in 2017?  What worked this year and what was a waste of time and effort? For example, consider the sponsorship of a particular networking event and the handsome cheque which accompanied it. It may have seemed a worthwhile endeavour at the time but did your brand get the expected exposure? Was the calibre of the audience in keeping with your target market and strategy? What meetings/leads resulted? Conduct a value for money review of all activities during the year. Be brutal in your assessment. If it didn't work, why not? Either get rid, or adapt your approach for next year.
2. The roll out of your plan throughout the year should be monitored with various metrics raising awareness to what is and isn't working.  Metrics across the spectrum of activities could include fee income, leads, wins, referrals, client retention rates, downloads, likes, shares, comments, Google ranking and website traffic. There are many, many more but consider what will give you the best indication of the performance of each element of your plan.
3. Identify who is responsible for what. Too often I have seen plans which partners or managers think look great on paper but half way through the year questions are raised as to why this thought leadership piece wasn't finalised or that project hasn't progressed. Ensure everyone knows their role in delivering the success of the strategy. Each element of the plan should have an owner; a driver who is responsible for delivering on that component.  Goals and timelines should be understood with regular progress reports expected throughout the year. Incorporating involvement in delivering on the plan into performance reviews can help to focus individuals and teams.

Marketing planning doesn't have to be an arduous task but taking a logical approach with clear objectives, specified owners and controls can help you ensure your autumn preparation bears fruit in 2018.
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Contact us to find out how we can help you make 2018 successful.