A Winning Marketing Plan: 9 Questions Every Marketer Should Be Able To Answer

What does it take to write a winning marketing plan? Every marketer writes a marketing or business plan each year don’t they, so how difficult can it be, right?

Well, writing a marketing plan isn’t hard at all, but writing a winning marketing plan is very difficult. And time-consuming. And getting it approved by your executive board is perhaps the most challenging part of all.

And it’s not only in the formal marketing plan presentation that you need your “A” game. Management is 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 at all, and they might just wonder if it isn’t time to restructure the marketing group!

So here are my 9 actionable tips on how to write a winning marketing plan, so you can answer any question your CEO or boss throws at you – EVERY time.

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. (Do I congratulate you now?!?)

 

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 and more importantly makes it easy to update it whenever you learn something new about them.

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.”

If the CEO / your boss looks interested or asks for more, then continue with “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. We call her Patty.”

With this answer, you will have given them a short summary of the most important elements of your persona. By adding the name you have given the avatar, you might get them to also refer to her in your next meeting. That’s when you know they listened to you and that you won an important step up in their estimation.

 

9. PLANNING FOR MARKETING PLANNING

My last question is one that perhaps will surprise you; it is “Did you read Mark Ritson’s recent article about marketing planning?” Continue Reading

Are You Still Using The Marketing 5Ps? Move To The Improved 7Qs.

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Marketing is a great profession and the marketing 5Ps is the code by which we live. I’ve worked in or with marketing teams for almost my whole career and I am passionate about brand building.

From the outside, others see marketers as those who come to work late and seem to party all night. They always seem to be watching TV or jetting off to exotic places to talk about advertising!

For people working in operations or finance, marketers just don’t seem to be doing a very serious job; they’re always having too much fun! I’m sure you’ve already heard such comments.

Well, as you yourself know, marketing IS fun, but it’s also a lot of hard work, often close to 24/7 on some occasions.

So does all that hard work pay off? Not often enough in my opinion. And why? Because marketers simply don’t always ask the right questions!

 

The 5 Questions Marketers Should Ask

If you work in marketing, you already know the 5Ps – people, place, product, price and promotion. However, the problem with those is that when you find an issue with one of them, you know the “what” but not the “how”.

So I suggest you work with my 7Qs instead. Each of my seven questions explain not only what to check, but also the how and why you need to examine the area.

And if you can’t immediately answer more than just a couple of them, then perhaps you need to do a little more work and a little less partying!

 

Q1. Who are your customers?

People is the first of the marketing 5PsThe first “P” stands for people and often this is taken to be “Do you know to whom you are selling?” The answer is always yes and that’s accepted as sufficient.

Instead, ask yourself who your customers really are. I don’t mean just their demographics, but what, where and how they use or consume your brand and the category in which you are competing. And especially the why of their attitudes and behaviours. If you can’t give all these details about your customers, then you’re in serious trouble.

For more on this topic, see  “12 things you need to know about your target customers” for details on better defining your customer persona. You will also find a link in the article to download a useful template you can use to store all your information as you gather it. 

 

Q2. How are your customers changing?

Hopefully, you answered Q1 without any hesitation – you did, didn’t you? Did you also download our template and complete it? Many of my clients find it a useful way to store and rapidly access the information whenever they need it.

It’s great that you know a lot about your customers, but people change. Are you following how your customers are changing? Continue Reading

How to Update Your Marketing with a Customer First Strategy

All marketers know their marketing 5Ps, but how do you update your marketing when you adopt a customer first strategy? Here are some tips and ideas for you to adopt – or adapt.

 

People

This is the easiest of the marketing 5Ps for a customer centric organisation to adapt because a customer first strategy is all about your customers. However, in recent years, there has been a lot of talk about the importance of employees, some even suggesting that they are more important than customers!

I discussed this in detail in a post a couple of months ago, called ” Customers Care About Products & Value, Not Employees.” Click the title link to read my perspective on this topic.

The 4W template is useful for the new marketing 5Ps.

Personally, I believe that customers are your biggest asset, as they are the ones who pay your wages and make your business thrive. It, therefore, makes sense to know them intimately. If you have a different perspective I’d love to hear it; just add a comment below.

In C3Centricity we use the 4W™ Template to record and describe the customer personas of our clients’ brands.

If you still haven’t downloaded our FREE persona template, CLICK HERE to get your free copy and instructions.

In addition to knowing and describing your target customers in detail, the other tip I give when you want to update your marketing when you adopt a customer first strategy. is to start and end every meeting by asking the “magic question.” What is it? It is this: “what would your customers think about the decision you have just taken?”

This one simple idea is incredibly powerful in identifying actions which are not customer centric. I will give examples of these in the remaining 4Ps below.

So a customer-centric approach to your customers is both thinking about them in every action you take, as well as knowing them as deeply as you can and keeping this knowledge constantly updated.   

 

Product

This is often seen as the most important to address when you decide to update your marketing. After all it is what you are selling. It is also the one thing you think about day in and day out. But it’s not the most important in a customer centric organisation. Surprised?

Think about it for a second. Without knowing the P for people in great detail, you won’t be able to optimise your offer in terms of the other four Ps. That’s why it’s a customer first strategy that works better than any other.

Here are some examples of how companies realised they get their product wrong when adopting a customer first strategy and a couple of right actions for inspiration: 

  • WRONG! Any business that reduces pack content without informing its customers of it and the effective price increase. Read JD Roth’s “Hidden price increases at the grocery store” for more on this.
  • WRONG! Exaggerated claims or twisting the numbers of contained calories by having unnatural serving sizes – seven potato chips anyone? Or saying a product is 95% fat-free, but it refers to the weight, not the calories! 
Continue Reading

I hope you enjoy reading this blog post.

If you want me to catalyse your growth and profitability, just book a call.

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