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Roundup of McLellan’s 2019 marketing plan tips

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Marketing guru Drew McLellan offered a series of columns in the Business Record offering tips on marketing plans for 2019. We’ve collected them in case you missed one or want the full set in one place. 

2019 planning deconstructed
Big, small, for profit or not for profit — every organization needs a marketing plan, and that marketing plan requires a refresh every year. The channels, audience expectations and possibilities are changing faster than we can keep pace. A 3-year-old marketing plan is absolutely obsolete. This column examines the big picture. 

Who are your people?
Once you know where you want to go, the next step in putting together your marketing plan is deciding who you’d like to serve along the way.

Picking you out of the crowd
As we continue to work through the core elements of your marketing plan for 2019, this column focuses on how to make sure your prospects can pick you out.

What should they remember?
Almost every business makes the same mistake when it comes to messaging. We try to shove 5 pounds of information into a 1-pound bag.

Mix it up in the new year
Now that you know why you’re making the effort, who you are talking to, why they should care, and what you’re going to say to them, the next question is “where?” Where are you going to connect with your target audiences to begin to build a relationship?

Remember current clients
Make sure your plan puts the proper amount of focus on your most important potential customer: someone who already is a customer.

Mapping it out
Put all together in a plan that you can actually execute. There are some common mistakes that you’ll want to avoid as you move from wrapping up the planning stage to the execution phase.

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