Comments on: How the perfect marketing plan would work http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/ Small business marketing blog Sun, 22 Nov 2009 02:06:52 -0500 http://wordpress.org/?v=abc hourly 1 By: Paul Keetch http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/comment-page-1/#comment-289240 Paul Keetch Wed, 06 Feb 2008 22:11:08 +0000 http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/#comment-289240 The connection between theory and application has plagued many a marketer. (And if you're a "business owner" you are, by default, a "marketer".) That is one of the primary reasons we created Make My Marketing Work, the new home study marketing program that helps business owners not only create a marketing plan, but also develop experience and habits that will help ensure the execution of the plan, beyond simply using the home study program. Called a "bookinar" because it blends the best elements of a book, seminar training and one-on-one business coaching, the Make My Marketing Work program is helping business owners and entrepreneurs develop a strategic approach to their marketing. The connection between theory and application has plagued many a marketer.

(And if you’re a “business owner” you are, by default, a “marketer”.)

That is one of the primary reasons we created Make My Marketing Work, the new home study marketing program that helps business owners not only create a marketing plan, but also develop experience and habits that will help ensure the execution of the plan, beyond simply using the home study program.

Called a “bookinar” because it blends the best elements of a book, seminar training and one-on-one business coaching, the Make My Marketing Work program is helping business owners and entrepreneurs develop a strategic approach to their marketing.

]]> By: Steven http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/comment-page-1/#comment-155697 Steven Wed, 21 Nov 2007 20:34:20 +0000 http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/#comment-155697 Great suggestions, but the key in my opinion of having written marketing plans for my companies, clients and for my small business is keep it to one page. Sounds simplistic and it is, but it also throws the BS out. Any of the experienced marketing executives here have probably wasted months of their lives creating a new annual marketing plan haggling over budgets and numbers and milestones, only to have it shelved after the first quarter and only reappear come the end of the third quarter when it is performance evaluation time. Waste of time in my opinion. The other great value a one page marketing plan is that new employees and other departments can quickly grasp the strategy and tactic's with only one page you have the built in flexibility to go forward. Great suggestions, but the key in my opinion of having written marketing plans for my companies, clients and for my small business is keep it to one page.

Sounds simplistic and it is, but it also throws the BS out. Any of the experienced marketing executives here have probably wasted months of their lives creating a new annual marketing plan haggling over budgets and numbers and milestones, only to have it shelved after the first quarter and only reappear come the end of the third quarter when it is performance evaluation time. Waste of time in my opinion.

The other great value a one page marketing plan is that new employees and other departments can quickly grasp the strategy and tactic’s with only one page you have the built in flexibility to go forward.

]]> By: Small Business Radar - Today Top Blog Posts on Small Business - Powered by SocialRank http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/comment-page-1/#comment-84605 Small Business Radar - Today Top Blog Posts on Small Business - Powered by SocialRank Tue, 09 Oct 2007 08:01:00 +0000 http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/#comment-84605 [...] How the perfect marketing plan would work | Duct Tape Marketing Blog [...] [...] How the perfect marketing plan would work | Duct Tape Marketing Blog [...]

]]> By: THINKing » Sunday Reading - 9-30-2007 http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/comment-page-1/#comment-77281 THINKing » Sunday Reading - 9-30-2007 Sun, 30 Sep 2007 13:28:09 +0000 http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/#comment-77281 [...] Duct Tape Marketing lays out its premise for the perfect marketing plan. [...] [...] Duct Tape Marketing lays out its premise for the perfect marketing plan. [...]

]]> By: Asako http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/comment-page-1/#comment-75962 Asako Fri, 28 Sep 2007 23:26:20 +0000 http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/#comment-75962 I have the same experience with John Rosen in the Fortune 500 company. All the efforts to nail down the coherent marketing plan gets lost in translation between different department, particularly with the finance. We used OGSM (Objectives, Goals, Strategies and Metrics) and Metrics went into the tracking system. In a small company, it is easier to share the marketing plan and plug that into the functional executions and the software platforms each function use. And summarize the KPI performance into one interface to share among everyone. I am not sure if one software would solve this. It seems it is a combination of off line and online processes. I have the same experience with John Rosen in the Fortune 500 company. All the efforts to nail down the coherent marketing plan gets lost in translation between different department, particularly with the finance. We used OGSM (Objectives, Goals, Strategies and Metrics) and Metrics went into the tracking system.

In a small company, it is easier to share the marketing plan and plug that into the functional executions and the software platforms each function use. And summarize the KPI performance into one interface to share among everyone. I am not sure if one software would solve this. It seems it is a combination of off line and online processes.

]]> By: John Rosen http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/comment-page-1/#comment-75321 John Rosen Fri, 28 Sep 2007 03:04:08 +0000 http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/#comment-75321 In most big companies, the development of the marketing plan -- the process -- takes on an importance, eveen a reverence, of its own. Content -- the actual strategy -- gets overwhelmed by this focus on process when it is combined with adherence to top-down target & goal setting. I can point to many first drafts of marketing plans that were intellectually and logically sound. By the time we were finished with draft 27, each one wordsmithed unmercifully and cross-reference to the finance department's view of the targets we were expected to hit...the logic had become, ahem, flawed. In most big companies, the development of the marketing plan — the process — takes on an importance, eveen a reverence, of its own. Content — the actual strategy — gets overwhelmed by this focus on process when it is combined with adherence to top-down target & goal setting. I can point to many first drafts of marketing plans that were intellectually and logically sound. By the time we were finished with draft 27, each one wordsmithed unmercifully and cross-reference to the finance department’s view of the targets we were expected to hit…the logic had become, ahem, flawed.

]]> By: Jeff Mask http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/comment-page-1/#comment-74492 Jeff Mask Thu, 27 Sep 2007 06:23:05 +0000 http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/#comment-74492 You struck a cord with this post. I'm sure your hits spiked with this one. "But what about one for the real small business (2-50 employees)?" In my very unbiased opinion - we're "the one!" Our company's informal M.O. - we serve the "S" in SMB. You struck a cord with this post. I’m sure your hits spiked with this one.

“But what about one for the real small business (2-50 employees)?”

In my very unbiased opinion – we’re “the one!” Our company’s informal M.O. – we serve the “S” in SMB.

]]> By: John Jantsch http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/comment-page-1/#comment-74063 John Jantsch Wed, 26 Sep 2007 21:24:55 +0000 http://www.ducttapemarketing.com/blog/2007/09/20/how-the-perfect-marketing-plan-would-work/#comment-74063 Starr, Sure you could look at it that way but the idea is to come up with a list of things that you can measure or at least that you can figure out how to measure and know that if you are improving or increasing them it's a good indication that you are moving in the right direction - so would unique visitors increasing be something that would indicate that your core message was be accepted? Starr,

Sure you could look at it that way but the idea is to come up with a list of things that you can measure or at least that you can figure out how to measure and know that if you are improving or increasing them it’s a good indication that you are moving in the right direction – so would unique visitors increasing be something that would indicate that your core message was be accepted?

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