Is Your Marketing Like Spaghetti?

My Italian aunt would throw her homemade spaghetti against the wall to see if it was done. If it stuck, the noodles were supposedly cooked to perfection. While this might be a good idea for pasta, it's an inefficient way to approach your marketing. Not to mention, it can get pretty messy!

So, before you start throwing handfuls of money into the latest marketing fad to see if it "sticks," do your research and take the time to develop a strategically driven plan.

Malouin Marketing offers this practical advice for planning:

  • Conduct competitive research and analyze their product and service attributes. Find out what your competitors are doing well and what your business is doing better.
  • Interview current customers to understand hot button issues and learn from their experiences.
  • Consider surveying lost customers and potential customers as well. Lapsed customers may have stories to tell about service issues while potential customers are a good source of benchmark data on the competition.
  • Nail your messaging early. Strategic messaging differentiates your company allowing it to cut through the competitive clutter.
  • Drill down to actionable items. The tactical section of your plan should be as detailed as possible. Be precise about the when, where and how you'll implement your plan.  
  • Create an annual plan, but update quarterly and set goals throughout the year.  
  • Keep evolving. A marketing plan needs to be a workable, constantly evolving, living document. Whenever your business climate shifts or there are significant changes in your company, like the launch of a new product or service, it's a good time to revisit your plan.  
  • Measure your results. For each tactic, set a measurement to gauge whether it was successful. Annual benchmarking allows you to assess the plan's progress. This can go beyond ROI to measure traffic, awareness, loyalty, etc.  
  • Budget wisely. Marketing expenses can add up quickly, so set aside a specific dollar amount per month or per quarter. Evaluate on a quarterly basis and redirect resources based on the results of your initiatives.

If your business lacks the time and resources to develop a marketing plan, consider partnering with an experienced marketing consultant like Malouin Marketing.


Malouin Marketing
2110 Artesia Blvd., #356
Redondo Beach, CA 90278
(310) 880-7890

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