Would you ever get on board an airplane knowing that it had not been checked over carefully, that flying conditions had not been reviewed and that the flight path to your destination had not been clearly charted?
So why do so many companies put their “corporate life” on the line by failing to do the same sort of planning for their business? The development of a 12-18 month integrated marketing communications (IMC) plan ensures that a company invests time analyzing their market position, objectives and sales plans. It means taking a step back and viewing their business from the customer’s perspective—a critically important thing to do in the ever-changing, complex business environment we all compete in.
The preparation and effective implementation of a well-conceived IMC plan will dramatically increase your company’s chances of having a successful year.
Development of a strategic marketing plan:
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Encourages consideration of new marketing tactics and media.
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Allows you to be better prepared for the changes occurring in your market, and in your firm.
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Helps build teamwork, commitment, esprit de corps and share-of-mind.
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Assists you in determining priorities and timelines.
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Allows development of proactive initiatives instead of reactive responses.
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Improves internal and external communications.
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Tells you what type of resources need to be devoted—to which areas.
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Helps you gain consensus and “buy in” to your marketing objectives, strategies and tactics.
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Enables you to demonstrate to the sales organization all of the support they will have to help them accomplish their objectives
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Helps improve corporate productivity because you are more focused, and your path is clearly charted for the year.
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Helps you evaluate the results attained through various programs and plans so you can continually upgrade the efficiency/effectiveness of various strategies and tactics with each succeeding part of your program.
With a strategic IMC plan in place, you set your own course, efficiently progressing towards stated objectives. Without one, you are subject to the changing winds of the marketplace—where it is often difficult just to hold on to your present position.
For a copy of the Alexander Marketing Strategic Planning Chart and white paper, go to www.alexandermarketing.com/XXXXXXXX.
Alexander Marketing Services is ranked by B-to-B Magazine as one of the Top 50 agencies in the U.S. They research, plan, design, execute and measure marketing programs for clients, including Dow Chemical, Siemens, ITW, United Technologies, ADP and Emerson. For more information, contact Laurie Brammer at 847-947-7000, lbrammer@alexandermarketing.com or visit their website at www.alexandermarketing.com.
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