Oh, really?

 

People have different personalities.  Some have to research until their eyes burn; others are impetuous.  Some have to plan a marketing strategy or event every step of the way, while others draw up an outline and fill in the details as they go.

 

Neither is right nor wrong.  People get themselves in trouble, however, when they have no idea what they hope to achieve.  Without Goals, no results will be good enough.  Without Goals, people have too great a tendency to try a little bit of this and a little bit of that.  That's when marketing doesn't fly its true colors.

 

No one has to have an inflexible, totally complete Marketing Plan, especially if you're in a small or growing business.  It makes good sense, though, to have an outline of where you expect to be in six months.

 

And a Marketing Plan isn't just about how you're going to spend your marketing dollars and time.  Are you developing new or upgraded software?  Then, how big is the market now?  What share of market do you claim, compared to your penetration among existing or potential users?  You might claim a 95 percent share of market, with only 50 percent penetration in the market itself.

 

How many markets have you already tapped into?  What other applications or markets are possibilities that you need to explore?  A very profound individual stated years ago that, "Without a map, no road will take you there."

 

Even if your Marketing Plan starts out as a To-Do list of important people to contact and consult with, Something is Better than Nothing (SIBTN).  You can back into your Marketing Plan, once you have an idea which direction you've selected out of all those you've considered.

 

Now we're back to what I believe is one of the most prevalent reasons that business owners avoid Market Planning: "I didn't know a Marketing Plan could help me consider various opportunities.  I always thought a Marketing Plan was about spending money."

 

No, that's a marketing budget and schedule.  They're in the Strategy and Tactics, which are the fourth and fifth components (out of six) within your Plan.  The first part of a Plan, Diagnosis, is introspective, as in "Where are we now, and why?"  How did we get here?  How satisfied are we with where we are?  How do we wish to proceed?

 

Here's another benefit to a Marketing Plan:  business owners and executives are great at beating up on themselves:  "We should've done this, and we should've done that."  Actually, you've accomplished a great deal, because you're still in business!  A Marketing Plan affords you the introspection to pat yourselves on the back for what you've done right.

 

So . . . the next time you think that Market Planning is a waste of time and money, think again.  If you're not so focused or organized as you could be, now is the perfect time to put your thoughts in order with a mini-Marketing Plan.

 

 

Visit Adrienne Zoble's website at www.azobleassoc.com. Her 2010Schmoozing Calendar provides ideas for productive ways to sell more in less time.  This Calendar is generating rave reviews!  Order today:  $27.30 per cardstock, bound copies, including shipping; $16.95 per electronic version.

 

Our updated workbook, The Do-able Marketing Plan: Six Easy Steps to Help You Sell More in Less Time, is $67.45 including shipping, $39.95 in electronic form.

 

Special offer:  take advantage of the Calendar/Workbook combination of just $82.95, a savings of $11.80 (we'll pick up the shipping).

 

If you prefer the Calendar/Workbook combination in electronic form, you can "bundle it up" for only $49.95, a savings of $6.95. 

 

Perhaps your company or organization is looking for a dynamic speaker with immediately implementable and inexpensive Marketing ideas; or you would like an article/column for your publication or newsletter.

 

Adrienne Zoble will help your company grow and thrive, even in these challenging times.

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