Marketing planning 101

Plan for certain future

Playbook

Plan for certain future

Photo by Fábio Lucas on Unsplash

Marketing Guru Marc Ritson shares 14 points about how to carry out marketing planning for 2021.

The 6 important points for small businesses are:

1. Plan for 12 months, not 3 years or 5 years plan. Review and revise as months pass by.

2. Present the plan in 20 slides. It should not take more than 60 minutes to present it to the team.

3. Focus on 3 phases of diagnosis, strategy, and tactics. Always start the year by reviewing the last year.

4. Segmentation is not the strategy, but a means to diagnosis. It should comprise of behaviour (not targeting), a population size, a value and your estimated market share.

5. Build a customer portrait. It should answer the questions: Who are they? What turns them on? What turns them off? What do they currently do in the category? Why do they do it?

6. Positioning is important. Outline three things: First, ‘what’ you will be positioning to this target. Second, ‘versus’ which competitors or alternatives. Third, the ‘is’ — what you want the target consumers to think