Six essential components of an effective marketing plan
Soooo… you want to reach your market. You know what to say, what to do and where to say it; the challenge is when. Perhaps, more specifically, with a number of marketing tactics under your wing, what is the best way to execute them in order to get the best results.
The challenge companies face is trying to get great results by taking a scatter shot approach: trying to do a lot of good things, but not doing it in a way that positions or sets them up to achieve specific goals or take advantage of the synergies of an integrated marketing program.
Think about your marketing program like waves at a beach. Your audience is a sandcastle. Typically, the waves have to exert some energy in order to reach the castle, crashing on the beach repeatedly, making their way up the shoreline; once the waves reach the castle the little waves don’t really make much of an impact. It is wave’s repetition and ideally their increasing size that enables the waves to eventually the wipe the sandcastle out, i.e., make an impact.