If you’re writing a business plan, you should at least be considering your marketing plan at the same time. A good business plan includes a marketing component, and most successful businesses have entirely separate marketing plans to guide them. So what makes a good marketing plan? Recently on Tim Berry’s AmEx OPEN Forum blog, the [...]
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What’s the difference between a marketing plan and a business plan? Doesn’t a business plan include a marketing plan? Why would anybody do one without the other? Good questions, and since I get them a lot, I decided to answer them here: A business plan covers the entire business, including overall strategy, financial plans, target [...]
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I recently worked with a small business owner who told me that she knew her target market. She was indeed able to describe her ideal clients in great detail, but she was not as talkative when it came to listing the needs and problems of her prospects. The above mentioned entrepreneur participates in networking events, [...]
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For most professional service firms creating a marketing system is not a onetime project with a definite begin and end period. Rather, it is an iterative process, where we work on adding a new component to the system, improve an existing piece, and perhaps remove a component that is not performing. This need for an [...]
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My friend and colleague John Jantsch, author of Duct Tape Marketing, sent me this overnight. I had the pleasure of participating in one of his workshops last month in Chicago, and I highly recommend it. If you’re anywhere near Northern California, or going to be on Nov. 13th and 14th, Jantsch will be doing a two-day marketing plan [...]
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Contributed by Alan Gleeson. A marketing plan is a core component of a business plan. It relates specifically to the marketing of a particular product or service and it describes: An overall marketing objective A broad marketing strategy The tactical detail related to specific marketing activities The various costs associated with these activities Those tasked [...]
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