"Why should I have a marketing plan for my company? I'm a small shop! I don't have time to do marketing anyway." Do you find yourself thinking those thoughts? Well, let me tell you -- if you don't have a marketing plan you are missing an opportunity to position your company for success.
A good marketing plan is much like a good strategic plan. Both look at strengths, weaknesses, opportunities, and threats to an organization. Both help identify where an organization wants to be in the next year, three years, five years. Both can help an organization identify its internal and external customers -- especially those all-important ideal customers!
A good marketing plan will then focus on the product, pricing, and promotion. Finally, a good marketing plan will clearly identify where the organization needs to be visible. Marketing efforts might be recommended via print ads in expensive magazines. Or maybe a very low-key social media campaign will be recommended. The best marketing plans are ones that work FOR an organization . . . not the other way around!
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