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The odds of getting there would be considerably greater — which is why we believe that planning is an essential part of any marketing effort — no matter how big or how small.
Think of a communications plan as your roadmap, clearly defining:
- What (goals and objectives) you need to achieve;
- Who (audience) you need to convince;
- How (strategies and tactics) you plan to do it;
- When (timing) it needs to happen, and
- Where (measurement) you end up.
People tend to skip the beginning and end part of the process and jump right into creative. It's the "let's do a brochure" solution. A brochure may be the solution, but then again, maybe not. Often, it's one component of a more strategic, comprehensive solution that integrates a variety of marketing tools and tactics.
Staying ahead of the competition these days requires solid strategic planning and constant evaluation. It's the only way to really measure success.
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