I happen to think that thinking before you act is critically important. That's why I advocate developing a marketing plan. But how about you?
Does the idea of developing an annual plan for your activities make you wince? Recoil in horror? Break out in hives? If so, you're probably laboring under some serious misconceptions.
MYTH: Planning takes too much time.
REALITY: Taking time up front to establish objectives, define your audience and messages, and determine preliminary budgets saves you time later. Your programs will be on-target and yield better results. Plus, setting objectives means you have something to measure results against so you can improve programs over time.
MYTH: Planning is expensive.
REALITY: Planning can make your programs more cost effective. As you plan the year you can create a projected budget. This allows you to pre-determine how much money to allocate to each activity. If you're comparing results to objectives, you can direct funding toward programs that work best.
MYTH: Plans are rigid. We'll be locked in.
REALITY: Good plans are living documents that evolve based on market conditions, product development timetables, you name it. While planning requires discipline, plan implementation requires an equal measure of flexibility.
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