Marketing Planning: a quick snapshot of stages
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Want to know about marketing planning, but were too afraid to ask?  Let’s give you a snapshot of the stages we take when creating marketing plans for clients.

Right.  First off, what is a marketing plan and why do you need one?

A marketing plan provides a blueprint.  It will enable you to promote your products or services, business or brand to audiences and to evaluate the results.   A decent marketing plan will provide you with a guide to achieving this and answer important questions about your business.

Marketing Objectives

The first thing that needs to be considered is what are the marketing objectives?  What needs to be achieved?  This may include one or more of the following:

  • Attract new customers
  • Maintain and develop existing customers
  • Enhance customer relationships
  • Grow market share
  • Launch a new product or service
  • Raise awareness of your business brand
  • Develop relationships with investors, business partners, associates or suppliers
  • Re-position your business in the market place

Once the objectives are established, these are some of the steps that should be taken to build the marketing plan.

Market Research

We investigate the market thoroughly; whether it be a fresh look at an existing market for the product, service or business or the market for something new.

Competition Analysis

Get ahead of the competition, or at least start biting at their ankles.  Who exactly are your competitors and what do they offer?   We take a look at their products, services and prices.  Can you compete and give yourself the edge?

Target Audiences

We get under the skin of who your audiences or customers are, or may be.  How do they behave?  How do they digest information?  This will give a strong indication in the ways they can be reached  through the marketing channels.


What are the strengths, weaknesses, opportunities and threats of your product/service (SWOT analysis)?  This  will give a clear-sighted view of your position.

Key Messages

Are the messages used to describe the business, product or service simple, clear, compelling and engaging?  Do they help you stand out?  If not, they need to be re-written.

Marketing Channels

How to reach the audiences?  Their  behaviour has been studied and we now know how they digest information.   Where they gain information is where you want to be positioned.  It may be in the regional media or national trade press, through social media or at events and exhibitions – most likely a mixture of channels.

What are the resources needed to develop your marketing channels, both in terms of cost and time?

Marketing Goals

We set marketing goals and evaluate the marketing achievements against them.  For example, how many visitors should we aim to drive to your website, and how many of these should you be converting into leads?


What is cost-effective and affordable?  It’s always good to build in a contingency, in case unforeseen opportunities arise, which you want to exploit.


We take a good look at how to evaluate the success of the marketing against the marketing goals.  This will demonstrate what is working, what is not and what needs tweaking and adjustment.


To find out how we can create a marketing plan for you . . . . do contact us.


expert : cost-effective : flexible

Get in touch and see how we can help

Ph: 07495 766622

About author:
Emma Finn is the Founder and Director of Pathfinder East. Read more here.

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