Take Time to Plan: Accomplish More with Less

Written by Kerry O'Malley Friday, 18 September 2009 19:57

If you don't have a plan to tell you where you're going - how will you know when you get there?  This has been one of my mantras throughout my marketing career.  Companies that take the time to plan a thorough strategy of integrated marketing tactics not only accomplish more - they accomplish more with less.

Consistent messaging at integrated contact points

Advertising studies support the fact that different people like to receive information in different ways.  Sure, the Internet offers the most cost effective means to get your name out there.  However, the Internet isn't the end all and be all.  Not yet anyway.  There are still many people who enjoy the tactile experience of picking up a magazine and turning its pages.  There are other people who respond more readily to a conversation at a trade show than a barrage of email "ads."  Some people are more inclined to read a mailer than to read an unsolicited email.  When you plan in advance, you can consider your options in ALL of the areas where your prospects go for information and make sure your message appears consistently throughout the year.

Reduction in costs due to better pricing on media

Most marketing professionals understand that if they commit to six ads at one time, they're going to get a lower rate per ad than if they're placing the ads one at a time.  However, not everyone understands that when you do commit to a program of multiple ads, you also have bargaining power in regard to "incentives" or value added promotions.  This is where an industrial marketing communications consultant can really make a difference.  Since they work with the same trade publications on behalf of multiple clients, their bargaining power is even greater than your own.     

Consistent spend throughout the year, rather than spikes due to knee jerk reactions

Planning for one full year allows you to consider how the budget will be allocated monthly as well as yearly.  Your CFO will love you for this!

More efficient implementation

Make development of the plan a team effort.  If executive management and the marketing team are all allowed to give input, you reduce the number of times you'll have to hear "we HAVE to be in this issue of magazine ‘X'," or "we HAVE to be at this trade show (one month before the event)," or "we HAVE to be in this directory!" and on and on and on.  When you are constantly REACTING rather than being pro-active, your efforts become inefficient and that's when mistakes are made and money is wasted.

No duplication of efforts - everyone knows the plan and who is responsible for what

I see this a lot in companies that have multiple locations in the U.S. with managers who are responsible for sales and marketing in a specific region.  One manager decides he wants to place an ad in a certain issue of a publication at the same time another manager has the same idea.  Down the path they both go, until at some point someone hopefully realizes they're about to spend twice as much money as is necessary.  Make sure your ENTIRE sales and marketing team sees the plan and understands that allocation of the budget is centralized and who is responsible for implementing the various initiatives.

Less stress on everyone!

This should be obvious, but for anyone who is a chronic procrastinator, let me spell it out.  Planning ahead, knowing what comes next, knowing who and what you're responsible for, reduces stress - period.  There's never going to be that nagging little voice in your head saying, "what are you going to do for advertising next quarter?" or "what are you going to report about at the next sales and marketing meeting?" or "have I went over budget this month?" or . . . well, you get the picture.  Make your life less stressful - plan ahead.

So why don't more companies see the value in planning for an entire year, rather than always reacting to the market or individuals in their company, or simply what's happening at the moment?  An unwillingness to commit a significant amount of financial resources has to top the list.  However, if you believe that marketing communications is an essential component in branding, building credibility and new business development, isn't it worth a commitment?