Yay! Spring has finally arrived and it is a great time to clean off the cob webs from your marketing plans. Often companies fail to revisit their campaign regularly enough to keep track of progress and ensure they are maintaining effective tactical plans.
A marketing plan should be reviewed every quarter and if new competitors enter into the market place, it may need to be revisited even sooner.
Pay close attention to your target market and monitor if any changes have taken place. Your positioning statement may require tweaking if your target market needs have changed. (see my colleague’s article about Adapting Your Marketing Message for more on this point)
Review all of your tactics and determine what really performed well and not so well and then determine how you can benefit from this knowledge.
Lastly, have a look around in your organization and see if there have been any changes that could be impacting the direction of your marketing efforts.
Sprucing up your marketing plan regularly will help force you to keep a close eye on your business, your market and everything to do with making sure your company continues to thrive.