Howse’s Business Opportunity

Following Through on Your Marketing Plan

The first thing a good business is going to do is sit down and come up with a marketing plan.

Well, this is what you are supposed to do, and in theory I am sure plenty of businesses would agree, but how many of them put the theory into practice?

The reason why coming up with a marketing plan can be such a chore for so many businesses is because they do not want to just sit down and write things out. They want action instead. They want to actually do something, and planning is not very action packed, now is it?

These are the people who just do not bother to come up with any kind of marketing plan. They will wing it and see what happens. If they want to get color brochure printing done than they will do it whether this is the best marketing to use or not.

The next type of person will actually take the time to write out a marketing plan, but once the plan is made they completely ignore it. The plan is there, and by coming up with one they think they have made some great stride, but then they do not use it at all and just do whatever they want with their marketing.

On the other end of this spectrum is the person who not only comes up with their marketing plan but also sticks by it through thick and thin no matter what happens. This is the first plan they made and this is the plan they are going to stand behind. They might keep using a form of marketing that is not working very well simply because their plan calls for it.

The majority of people will fall somewhere in between these different groups, and where you need to be if you want to be successful.

Yes, you do need a marketing plan no matter what. The less focused your marketing is the less successful it will be, and the less sales you will be able to generate.

However, you cannot stand so rigidly by that plan that you let good opportunities slip by you because you were trying too hard to keep doing what your marketing plan called for.

You might notice a few months into your business that other companies are being successful with brochure printing or maybe direct mailing, and while your own marketing plan did not call for that, you might want to make a few changes to stay competitive.

You need to know when to be flexible and when to stick by what your first researched showed you. Marketing plans are made for a reason, and even if you are making minor changes, they can still do a good job at keeping your overall marketing focused on the right tasks. You do not want to find yourself on either extreme. Create a good place for yourself in the middle ground.

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Janice Jenkins
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