Week 3 – MBA 6601 – What is Needed for a Marketing Plan to be Successful?

 

(OpenAI, 2024)

The first step to having a successful marketing plan is identifying the goal of the campaign. According to Levinson & Levinson (2007), there are 16 things that marketers need to be aware of and memorize to have a marketing plan be successful (p. 22-23). We will discuss three out of the 16, those being commitment, consistency, and measurement. When it comes to achieving the marketing campaign goal, it is important that you are committed and put all your effort into achieving that goal. If an individual is only half-committed or not committed entirely to the marketing plan, then the marketing plan will end up failing and the company/owner will end up losing what they invested in. However, if the owner/company is committed to follow through with the marketing plan. This is especially true if you do not see the results, you were looking for. Marketing will not increase your sales or awareness of your brand right away, it takes time to see the results (Levinson & Levinson, 2007). Continue using the media you are using to advertise your business. The marketing plan should span one to five years (Dallman, 2019). For example, if you have planned to have a radio advertisement every two days for a year, it is wise to follow it through. The targeted audience may not respond to it right away, but as time goes by eventually, they will look more into your service/product to see if it is what they need (Levinson & Levinson, 2007).

During the marketing plan, the marketing efforts must be tracked to see if the goal is being met. For example, if the marketing plan is to increase sales of a product/service, it is important to keep track of the channels you are using to get these sales. If you have two marketing channels for sales, it is important to have methods to track where sales are coming from. For example, if you are using YouTube and radio advertising to have consumers go to your website. If you are using Google Analytics, tracking these channels will be easier. However, if you are not using Google Analytics or other programs, you can also create a survey to track where most of the sales are coming from. This way, you can get a little bit of understanding of where your sales are coming from. With these methods, you will be able to measure where the sales are coming from and make the necessary adjustments needed after a year or more has passed by to see if these channels are effective marketing methods in reaching your marketing goal. Of course, these are only three out of the 16 things that were mentioned in Guerrilla Marketing by Jay Conrad Levison, all 16 of them are needed for your marketing plans to be successful.

Reference:

Dallman, D. (2019, January 31). How long should a marketing campaign last?: Insights: Blog. Red. https://www.red-fern.co.uk/blog/insights/how-long-should-a-marketing-campaign-last.html#:~:text=Overall%20Marketing%20Plan%20%E2%80%94%20usually%20spans,into%20the%20company’s%20business%20plan.

Levinson, J. C., & Levinson, A. (2007). Guerrilla Marketing: Easy and inexpensive strategies for making big profits from Your Small Business. Houghton Mifflin Company.

OpenAI. (2024). Picture of a marketing plan. DALL·E.

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