Accessible Marketing

Fail To Plan – Plan To Fail

by Judith Hutchinson


I had a teacher once at school who loved the phrase ‘fail to plan, plan to fail’ (you have to say it with a nasally voice).  Despite the voice, he was right.  Now, I’m not saying that all successful people and businesses have strict plans that they religiously stick to but generally speaking successful people and successful businesses have plans in terms of where they want to go, how they are going to get there and what success looks like. Here are my top three marketing planning pointers

–       Objectives – You need to have an idea of what it is you want to achieve. When I’m pulling together a marketing plan for someone I like these objectives to be as smart as possible (specific, measurable, achievable, realistic and time orientated).

–       Target Markets – who is it you need to talk to – your current customers to upsell, new customers (gatekeepers, decision makers etc), referrers, journalists, trade associations.  All these are types of target markets and you should have an approach for each – not a one size fits all.

–       Review and Change – Your marketplace does not stay the same something outside of your control may change  – the law, the weather, consumer attitudes, technology…the list is endless and will depend on your business.  The fact is your marketing plans should also change and adapt to suit the marketplace within which you are operating.  Similarly you need to ensure that you are on track with your objectives.  It’s no use getting to the end of the year and saying ‘oh well we didn’t manage it’ you should know if you are on track or not throughout the year.



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