This Business News Story Was Uncovered By Us From: http://www.youngupstarts.com/2019/06/17/your-biggest-marketing-mistake-in-2019-will-likely-be-your-marketing-plan/
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by Lonny Kocina, CEO of Media Relations Agency and author of “The CEO’s Guide to Marketing: The Book Every Marketer Should Read Before Their Boss Does“
If you are looking for a big marketing idea that will blow the doors off your sales in 2018, you’re probably looking in all the wrong places.
Most companies brainstorm a few ‘big ideas’ for the upcoming year, and then write a marketing plan to support them. A completely different approach — one called the SAM 6 process that I outline in my book “The CEO’s Guide to Marketing“ — is to completely ditch the creative fun of brainstorming and replace it with a somewhat boring: a results-driven process called Strategically Aimed Marketing.
At the heart of Strategically Aimed Marketing is creating a brand playbook based on the primary reasons people buy each of the products or services your organization offers. Then schedule these reasons as a series of individual “plays” to be run throughout the year. Only then is the creative team brought in to dress up and execute each of these plays.
When companies follow the six steps I outline in”The CEO’s Guide to Marketing“, a big ah-ha moment comes as they realize how many individual marketing plays they will need to run over the coming year.
And that realization comes with some sticker shock. The money and staffing needed to carefully explain why customers should purchase a product can be a more than a little overwhelming. Sort of like putting pen to paper on the price of a Disney vacation for the family: wow, we didn’t realize it was going to cost that much.
So, how organized and efficient is your marketing team? Here are a fe… Read More
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