Join Drew Boyd for an in-depth discussion in this video Writing the implementation section, part of Writing a Marketing Plan.
- Once you're confident you have a thorough comprehensive marketing plan for your business you need to take steps to implement the actions in the plan. Here are the specific factors you should address. First is, how and when you'll communicate details about the plan. Make a list of specific audiences or individuals that need to hear about it. Then write in the schedule with exact dates and locations for these presentations. Later in the course I'll share details about communicating your plan to three very important audiences.
Your senior management, your selling team and your communications team. Next are the marketing programs that you created in your tactical section. For each program I like to use a simple framework that describes who, what, when, where and how. This section should describe who is responsible for the program. It should show the timeline they have to complete the program including when implementation starts and when it finishes. You should also explain where the implementation actions occur and maybe some details on how your team will implement that program.
Finally, you wanna set up Key Performance Indicators, or KPI's for short. Key Peformance Indicators help you keep track of your overall strategy and your individual marketing programs. They alert you when it's time to intervene and take action to get things back on track. Without KPI's you're flying blind, so to speak, and you run the risk of falling short of your overall goal. Now to be most effective, each KPI should be quantifiable and measureable.
You can have as many as you want but don't measure a KPI just because you have the data. If you're not going to use it, don't bother. It's a waste of time. Measure something only if you plan to take action from it. That's why I like to set thresholds around each one. Each KPI should have a target of what you expect to happen plus a high and low number around that target. For those thresholds, you and your planning team should agree in advance what action you'll take if those thresholds are exceeded.
Here's an example. Assume you create a KPI about the number of new customers acquired each month. You set your target at 500 and you also specify a High and Low threshold of 600 and 400, respectively. If your actual customers per month is more than 600 you might consider taking an action such as reducing advertising spending. Or in the low end, if you're below 400, you could consider increasing sales incentives.
Good marketers not only reach their marketing goals but they also know whether those goals were achieved the way they expected them to be achieved. They also take immediate action when they detect something is going in the wrong direction. A well written marketing plan will help your team do just that.
- Planning for a marketing campaign
- Writing the situation analysis
- Writing the strategic, tactical, and budget sections of the plan
- Leveraging your plan