Does the idea of developing a plan for your marketing and communications activities make you wince? Recoil in horror? Break out in hives? If so, you're probably laboring under some serious misconceptions.
Maybe you think planning takes too much time. Think again.
- Taking time to set objectives, define your audience and messages, and figure out a budget will save you time later. Your marketing and communications programs will be on-target and yield better results. Plus, setting objectives means you have something to measure results against. That lets you learn and improve programs over time.
Maybe you think a plan is going to be rigid. ("If I have a plan, I have to follow it no matter what.") Time to reconsider.
- A plan is a living document. It evolves based on market conditions, product development timetables, you name it. Planning takes discipline. However, implementation of any plan requires an equal measure of flexibility.
A plan is like a road map. It shows you where you’re going and how to get there. Isn’t it better to have a map than to wander around?
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