I know you're cringing about now just at the mention of developing a marketing plan. But, it doesn't have to be a difficult process. If you know the right questions to ask, you most likely have the answers hidden somewhere within your company. Here are some ideas to help you organize all of that data and information into an easy-to-follow outline.
1. You most certainly have a corporate philosophy, mission statement, or corporate goals and objectives. Start there and make sure your marketing plan parallels those goals and objectives. You want to be singing from the same song sheet, so to speak. You wouldn't want your marketing initiatives to go against your overall corporate philosophy.
2. Analyze the current external environment, your internal organization, and your competition. All of these factors will determine how you position your products. You can easily get data from government agencies, trade associations, and the Internet. Your internal organization should be reviewed to see if you have the proper marketing resources. Even though you might think you know who your competition is, a competitive analysis is necessary so you know where you stand among your competitors.
3. Look at your market share and the market potential or total available market for your products. You may discover a totally new niche or market segment that you never knew existed. And don't forget to look at other technologies that might be a threat to your company, as well. Competitors don't necessarily always have to be other companies.
4. Rather than do the same old things you did last year, energize your marketing plans with some new and innovative marketing tactics. Add social media to the mix, including blogging, or online public relations.
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Marketing Coach Program described below.
