A well-conceived and properly implemented Marketing Plan leads the charge of activities. Many businesses fall into the trap of focussing all effort on reducing costs and spending. Unless you build your brand awareness, enhance its desirability by giving it personality and tell customers what makes yours better than anyone else’s, then why should yours be the chosen one?
Sure, the market pie may have become smaller, but who will survive? Not the organisation that goes into its shell. The victors will be those that understand that marketing isn’t just selling. It is an ongoing process of short, medium and long term generation of sales, all of which must be planned for and all of which must be conducted in a proper sustainable manner.
Think of a piece of string. Try to push it in a chosen direction. It will veer, twist and turn in different directions. Now pull the piece of string. You can influence exactly where the head goes and the body and tail will ultimately follow.
A well-conceived and properly implemented Marketing Plan does exactly that to an organisation. It leads the charge of activities. It maintains a critical focus and it gets you to where you need to go.