| VOL 2 NO 5 |  |
| Breaking News: Company’s Marketing Plan Actually Worked
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A marketing plan is absolute. It’s set in stone, cemented in place, and must be adhered to throughout the year. OK, now please join me in some knee-slapping, boisterous laughter and a hearty, “Yeah, right!” You know, I know, everyone knows that even if you are one of those highly organized people who have your marketing plan laid out by 12:01 a.m. on January 1, things happen. An anniversary. An open house. A product launch. A new hire. An acquisition. A new service line. A trade show. Internal reorganization. A major software switch. And on and on and on. It happens every year. But let’s pretend for a moment that things are going smoothly and you have at least a rough idea of what your year is going to look like. Now here’s something that even the most structured plans often don’t account for: factoring in both your vendors’ expertise and industry timetables. Talk to your partners earlier than you think you need to. Utilize their knowledge. Talk to your PR team, your printer, advertising agency, event planner and of course your direct marketing partner. They have a grasp of their industry’s particular considerations, like unique products or materials, specialty paper availability, the time it takes to get out-of-the-ordinary envelopes, upcoming city events, and other outside forces that may foil your best-laid plans. That expertise is why you hired them in the first place. Use those partnerships to really help you stay on track. If you’ve warmed up those lines of communication far enough in advance, it works better for everyone. And you will all be happier with the end result. Are you ready? |
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