Describe your marketing tactics

As part of your marketing plan, you need to describe the tactics you'll use to successfully achieve your marketing strategy. Remember, your tactics should focus your marketing on the 7 factors that address the needs and wants of your customers: product, price, promotion, place, people, process and physical evidence.

Good marketing tactics will address all 7 of these factors in a campaign. Some experts recommend that you also consider other factors, including the packaging of your product, the efficiency of your processes and the quality of presentation of your service or product (i.e. the cleanliness and friendliness of your shopfront).

Write an action plan

Your action plan contains any actions you need to perform to implement your marketing strategy. List the specific steps involved in delivering each tactic. Be as detailed as you can, supporting your steps with clear time frames, supplier details and other issues or requirements.

Once you have read through the example below, you can delete these entries and type your responses to create a marketing action plan for your business.

Action Time frame/team member Issues to note

List resources and monitor your budget

Identify the resources you will need to implement your marketing tactics. Your staff are vital to your marketing success. Involve them in your action planning and use your discussions about your marketing tactics to motivate your staff.

Try to match your staff's roles with their interests and abilities and look for opportunities to develop their skills. Take care to ensure your budget can support your tactics. Marketing costs can escalate rapidly. Get quotes on all elements of the work you propose, and identify a detailed budget to support your marketing activities. Make sure someone monitors your allocated budget closely throughout a campaign.

Outline how you will evaluate your tactics

Before you implement a marketing plan, outline how you are going to measure and evaluate the effectiveness of your marketing activities. This will let you measure the success of your marketing later on.

Set goals and benchmarks so you will be able to easily identify how well your marketing has worked and what needs to change. Your goals and objectives should be SMART – specific, measurable, achievable, realistic and timely. Reviewing your product sales against your sales targets and forecasts is a good place to start.

Consider what you will measure (e.g. customer responses to a brochure mail-out, the number of leads you generate from an event) and describe how you'll evaluate your marketing activities (e.g. you need to reach a target increase in premium product sales of 10% through your marketing activities).

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