The aim of marketing is to put in place the right things to win new clients and keep existing ones. But before writing a plan there's some key bits of thinking to consider.
The marketing yo-yo diet. It goes something like this. First you increase your marketing activity.... Then you get busy with work. And marketing goes on the back burner.
Barton Willmore is the UK’s leading independent planning and design consultancy. By giving their business development structure and focus we helped them focus and grow.
A common complaint when we work with clients is that they've agreed their plan but progress seems to be as slow as a snail.
People’s main frustrations with marketing is that there is not enough structure or focus in the marketing plans they have.
Does your marketing ever feel like a leaking bucket? If your answer is "yes" then be reassured that you're not alone. In fact, most businesses we come across are leaking profit in some area of their marketing.
Resourcing. It's one of the things that businesses often struggle with - whether large or small. In larger organisations, you might have some 'doers' but not the strategic steer you need from someone who knows. In smaller organisations you might lack both the direction and plan and someone who can do the doing.
Before you dive into a lot of marketing activity, the starting point of a good marketing plan is research, data and thinking. So take a step back first.