16 Feb 5 Reasons February is the best month to write a marketing plan
Posted at 18:09h in IMC, Small Business 1 CommentLots of people bemoan the fact that February often rolls around before their business marketing plan is complete. I'm here to stop the guilt once and for all. In my mind, February is the BEST month to write a marketing plan. Here's why:
- Most operational plans are not completed until the end of January. In order to create a successful marketing plan, you've got to have measurable goals or objectives that align with the overall organization's goals. This is impossible to do UNTIL you are thoroughly educated on the company's plans for the coming year. Taking time to review the overall goals is important to building a marketing plan with the correct focus.
- Your competitors often jump out of the starting gate too fast. In other words, it's not a bad thing to wait and see what your next best competitor is doing in terms of new promotions or launches. Watching and waiting can help you fine tune your own marketing strategies to best the competition after their direction is already set.
- Just as your business creates new goals, so do your target customers. If you're creating personas as I think you should, January is a great time to trend watch, particularly if you're a consumer brand. Some things come into fashion and others go out, and you can spend your time doing surveys, re-engaging in social media and really understanding the personal goals of your target audience. Knowing your best customer really, really well might mean understanding how they're "turning over a new leaf" and incorporating into their plans. (By the way, if you want a good primer for finding your best customer, here's a SlideShare presentation I did last fall on the topic.)