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October 2007
"In the fields of
observation, chance favors only the prepared mind." --Louis
Pasteur
"First say to
yourself what you would be; and then do what you need to
do."--Epictetus
"The object of all
work is production or accomplishment and to either of these
ends there must be forethought, system, planning,
intelligence, and honest purpose, as well as perspiration."
--Thomas Alva Edison
It's that time of year.
Pick any quote you like they inevitably point toward
planning for next year. Final preparation for fourth quarter
for the retail sectors and overall planning for 2008 has
become job "One-A" as we head into the year's final
stretch.
For marketing , it is important that
planning take place within a system of conceptualizing,
execution and evaluation, each examined with Brand Identity
in mind.
First, for marketing
plans, a preliminary inventory of sorts must be taken. This includes a strong grasp of an organization's
goals for the upcoming season or year. These objectives are
quantifiable goals that seek to bring tangibility to the
planning process. If we're planning for a financial
institution, are we seeking "X" percent increase in total
assets for the year? Increased loan volume? Stronger market
awareness in general? If we're planning for a car dealer,
are we seeking greater monthly sales volume versus last
year? Stronger awareness for the service department?
Battling an image problem of some sort? In other words,
where are we at and where do we want to be? And further,
using specific and quantifiable numbers, what results do we
need to be reaping as a result of this planning.
Phase I: Conceptualizing
With specific goals in hand, the conceptualizing phase can
commence. While it is important to be mindful of your
company's brand development at every stage of the process,
it is especially vital during the conceptualizing phase.
Where does your brand stand, developmentally speaking? Is it
a well established brand with strong identity and market
awareness? Is it in its infancy? Is the brand still experiencing
various challenges that need to be addressed in the upcoming
year? Answers to these questions will assist you during this
initial phase of planning.
The game plan will then begin to take shape. For example,
what advertising vehicles will be chosen? What promotions
should run when? What on-going commitments should be plugged
into the plan? Are these on-going commitments true to the
goals set to be accomplished? Has the competitive landscape
changed? Answers to these and other questions will help the
conceptualizing phase take shape.
Phase II: Execution
With a good grasp of the concept to be implemented, we move
to Phase II.
During this stage, the plan is put into action. We know from
Phase I what direction to take with our brand. We know our
specific objectives. We know how and when we're going to
accomplish them. Therefore, the next step, quite simply is
to borrow that popular saying from Nike and Just Do It!
Book your advertising time and space--do it early with a
commitment in mind to get the best rates available from the
media. Develop a preliminary idea of where you are in the
creative process. In other words, put the concept to work
and move from Phase I to Phase II.
Phase III: Evaluation
After the plan takes shape, it becomes important to monitor
the results. Match those results against the goals developed
in the first phase of this process. Tweeking the plan may be
necessary, although a complete overhaul is rare and often is
more harmful than positive. However, getting quantifiable
figures to match against your goals is necessary to gauge
success of the plan.
Following this three step process will help you along the
way to a developing a distinctive brand-based marketing
program. One that will help you attack goals with a plan
enabling you to achieve those goals. Otherwise, you may be
sitting around next year during planning season wondering
where you failed. After all, as a colleague used to tell
me, failing to plan is really planning to fail.
© BrandVision Marketing.
2007. Matthew Scott Trueblood. All rights reserved.
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