Question

Topic: Strategy

Update Marketing Plan As Year Goes By

Posted by KathyAd on 6/9/2008 at 1:53 PM ET 50 Points
Hi there. I have a question about my annual marketing plan. I have created a 10-page marketing plan for my company, discussing adveritsing, PR, trade shows, etc. I am wondering if I should update this as the year goes by, so it is a central reference point for my CEO and sales team. Example # 1 - In the marketing plan, I say I will write a press release every month. I have since drafted a list of the press release TOPIC for each month, so can I just go back to the marketing plan and update the Press Release section, so people have a central location to view marketing activities. Example # 2 - I am new to the company and slowly unearthing trade show opportunities. Can I go backt to the marketing plan and ammend the original list, so that (1) people have a central list to look at and (2) I can show management where the budget stands (ie. let's take $10,000 that was meant for advertising, and now that will go to trade shows.) Thanks alot!!!!!
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RESPONSES

  • Posted by melissa.paulik on 6/9/2008 at 2:48 PM Accepted
    One of the best lines from a mentor early in my career was, "never give them a stick to beat you with." I would not have the marketing plan be the central reference point for communications.

    The sales team doesn't need to see the plan. They certainly don't need to know about your goals such as "one press release a month." It's likely that they only care about the number of opportunities that hit their desk. How you hit that goal is far less important and they probably don't have the time to deal with it anyway.

    As for your CEO, if you report to him/her and part of your comp is MBO based, I understand the need to set and report on tactical measurements. But, if that's the case, I'd do everything I could to limit those reports to the marketing goals that really matter to their objectives.

    Finally, I'd recommend a quarterly plan for anything that is actually communicated. That way, you reserve the right to change your marketing mix as you continue to test and refine your messages and methods throughout the year.

    All the best!

    Melissa Paulik
  • Posted by CarolBlaha on 6/9/2008 at 2:53 PM Accepted
    A marketing plan, like a business or strategic plan-- is a journey vs a destination. As you implement the plan, revsions are important to it Keep it vital and current. Revise!
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