Implementing A Marketing Plan

Reach new heights

News And Articles

Implementing A Marketing Plan

Implementing A Marketing Plan

Table of Contents

Dr Thommie Burger is the Founder of JTB Consulting

Author

Behaviour precedes belief – that is, most people must engage in behaviour before they accept that it is beneficial; then they see the results, and then they believe that it is the right thing to do….implementation precedes buy-in; it does not follow it.” Douglas B. Reeves

Speak to any prospective entrepreneur and even existing business owners and most of them will tell you that the concept of ‘marketing’ and monitoring the effectiveness of a marketing programme is of paramount importance in their endeavours to ensure a sustainable and profitable business. What is the use of having a business if none of your potential customers even know you exist? Moreover, what is the use of having a well-conceived marketing plan if it is not implemented effectively with the primary aim of achieving measurable results? Even the most well-researched, well-written marketing plan is just a pile of paper if it isn’t implemented into action. As cited by Kotler (1997), marketing plan implementation is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the marketing plan’s stated objectives. A marketing plan is most certainly not a document you create once and store in your bottom drawer. It’s a living blueprint that you should develop, tweak and revise as your business grows and changes. Set yourself a reminder to review your marketing plan regularly.

Successful implementation is 80% of the marketing plan’s success.

Guidelines for the successful implementation of a workable marketing plan:

It is vital to understand that implementation has two dimensions: organising and executing.

  • Step 1: Ensure that all your marketing initiatives, activities and programmes are goal and objective directed.
  • Step 2: You need to allocate a time frame for completion to achieving each objective and goal. Each task should be paired with an appropriate time frame for completion. You should be aggressive but reasonable with you time allocation and ensure that quality is achieved at all times.
  • Step 3: You need to decide who in your team is responsible to perform which task. Your expectations of them need to be clearly communicated to ensure that they fully understand what is expected of them and how their individual actions will contribute towards the overall success of the marketing plan.
  • Step 4: No plan will succeed if you don’t monitor your progress and return on investment (which such ‘investment’ is in the form of employees’ time, money, etc.). As business owner, the overall responsibility for the successful implementation of the marketing plan resides with you. You need to monitor each task’s progress and the completion percentage of each objective. When delays occur, try to get to the root of the problem and resolve it immediately.

A good idea is about ten percent and implementation and hard work, and luck is 90 percent. Guy Kawasaki

Business owners are important components in the marketing plan implementation process.  To be effective implementers, business owners need:

  1. The strength to be tough and fair in putting people and resources where they will be most effective;
  2. To be able to focus on the critical aspects of performance in managing marketing activities;
  3. The ability to create a necessary informal network to match each problem with which they are confronted;
  4. Lead by example and convey your marketing message clearly so as to ensure all employees have an unwavering commitment and buy-in.

Established in 2006, we have successfully written hundreds of bankable and world-class Business Plans for clients across 25 countries. As South Africa’s Leading Business Plan Company, we are confident that we would be able to assist you too. Kindly note that we also offer “Investor Pitch Decks”, “Excel-based Financial Models”, and “Proposal/Tender Writing Services” in addition to our Custom Business Plan Writing Service. Please visit our Services page for more information.

We look forward to being of service to you. Please feel free to contact our Founder, Dr Thommie Burger, on +27 79 300 8984 should you have any questions. He is also available via email and LinkedIn.

JTB – Your Business Planning Partner.

Share this article…

Recent Articles

SWOT Analysis and 50 Urgent Questions to Ask (Our Free Checklist)

SWOT Analysis and 50 Urgent Questions to Ask (Our Free Checklist)

Every business owner should conduct a regular SWOT Analysis to assess the company’s strengths, weaknesses, opportunities, and threats in relation to its competition. A SWOT Analysis helps evaluate where a company stands in a competitive market and what steps need to be taken for further strategic planning, helping decision makers draw a future roadmap for the company.

Top 3 Reasons Why A Business Plan Is Essential For SMEs

Top 3 Reasons Why A Business Plan Is Essential For SMEs

For entrepreneurs, especially small businesses, a Business Plan can act as a strategic tool to make informed decisions, especially better planning decisions, and meet short- and long-term business objectives. A business plan is often referred to as a blueprint or roadmap; without it, one can still travel, but with a map, one can reach a destination much quicker and easier. Companies rely on Business Plan Writing Services to keep businesses on track for a more detailed and strategic guide. Let’s look at how having a business plan can help your business in the competitive global market.

How to Hire an Effective Business Consultant

How to Hire an Effective Business Consultant

The role of a Business Consultant is often misunderstood. Some business owners see them as snake oil salesmen only out for their own good. In this blog post, we explore what exactly a business consultant does, how they can help you and some tips on how to find the right one for you.

What we do.

We are South Africa’s leading Business Plan Company providing world-class Professional Business Plans to local and international clients, ensuring total satisfaction at every step. With extensive industry experience and the latest market insights, our qualified team of Business Plan Consultants are the first choice of serious entrepreneurs.

Subscribe to our newsletter.

Stay informed and opt-in for our newsletter via email. We respect your privacy and we never spam.