Complex, confusing, and challenging are words that can be used to describe creating a marketing plan. There are so many details in a good marketing plan, and there are certainly no guarantees of success or the “right” answer. Because of this it is important to understand your marketing goals, and what each detail of your marketing plan aims to accomplish. A good place to start with organizing your marketing plan is to categorize individual pieces that make up that plan. Your marketing communications can only do three things, and each of your marketing plan components can fit into one of these categories.
1) Inform – If no one is aware of your company, product, event, etc. how can you expect it to be successful? Every marketing plan needs components that will inform the target audience about what is going on and what you have to offer.
2) Persuade – Convincing your target audience to purchase your product involves persuasion. You have to persuade them that your product is better than the competition’s, that your product is needed, and that it is worth what you expect them to pay for it. Persuading your target market to choose you over the competition is crucial to company success, making these pieces of your marketing plan vitally important.
3) Remind – Nobody has a perfect memory, and we have all forgotten about something at one point or another. This is why it is important to use your marketing to remind about existing products, promotions, and upcoming events. Keeping your company in the front of the minds of the target audience is important if you are to have your voice heard in the noisy lives of your target consumers.
Everything in your marketing communications will fall into one of these categories. Your marketing plan needs each of these types of communication, and keeping a balance among the three categories is important so that you do not overload your audience with too much information or persuasion. Take a look at your marketing plan and see if you are properly balancing your plan to inform, persuade, and remind.
– Paul Kent, Assistant Community Manager