How hard is it to write a marketing plan? After all, every marketer writes one every year, so how difficult can it be, right?
Well, writing a marketing plan isn’t hard at all, but writing a winning plan is very difficult. And time consuming. And getting it approved by your executive board is perhaps the most challenging part of all.
Management are renowned in most organisations for “innocently” posing questions when passing marketers in the corridor or while socialising at a company event. Answer the CEO’s questions to their satisfaction and you will stand out from the crowd. Provide an incomplete or worse still no answer, and they might wonder if it isn’t time to restructure the marketing group.
So here are 8 actionable tips on how to write a winning marketing plan, so you can answer any question your CEO or boss asks you. The simple rule is to NEVER say you don’t know, but also to never drown them in a long-winded answer. Neither will win you brownie points. Make sure you have an answer like those proposed below and your name might just be on the next list of promotions.
1. WHO ARE OUR BRAND’S CUSTOMERS?
There is far more information needed than just age and gender, to answer this question. Prepare a short description (often called a persona or avatar) of a typical user, in the same way as you would describe a friend. See “13 Things your Boss Expects you to Know about your Customers” for further details on what you should already know about your customer.
Once you’ve checked out the above article, why not also download our 4W™ template? It will help you put everything in one place so it is always handy.
GOOD ANSWER: Our customers are middle-aged women, whose children are in their late teens or early twenties. She shops in local supermarkets and gets advice from friends on Facebook, about the best brands to buy and what’s on offer. She’s been buying our brand for over two years because it satisfies her children’s hunger when they get in from playing sports. That makes them happy and she then feels proud of being a good Mum.
2. HOW MUCH ARE OUR CUSTOMERS WORTH TO US?
So there you have them. Eight of the most common questions top management asks of marketers. As you can see, the answers I’ve suggested are short and simple.
Especially when the question is posed outside the formal marketing plan presentation, the executive is probably looking not only for the information requested, but also to check that you have an excellent understanding of your brand. He wants to be assured that his business is in good hands. Prove it to him and also show your respect of his time, by giving short, precise answers whenever possible.
Do you frequently get asked other questions not mentioned here? Then add them in the comments below. Also, if you have a better way of responding to any of the above questions, I’d love to read those too.
If you’d like your team to be better prepared for “awkward” questions from management, why not ask for one of our 1-Day Catalyst Training Sessions?
This post is adapted from an article which first appeared on C3Centricity in 2014. See the original.