As it’s the end of the year it’s time for Five Oaks to review their Marketing Strategy. Too often business marketing fails, so it’s important to review what worked and what didn’t work each year when creating a new business plan to prevent future failures.
First of all it’s important to have a written marketing plan with well defined and attainable goals. Everybody in the company needs to buy-in to the plan, but it’s also important to make sure that the right people are responsible for executing the plan. The goals of the plan must be reviewed and the responsible people must be held accountable for completing their tasks. Five Oaks has a well defined publishing schedule that includes who is to be held accountable for what and on what time schedule. The plan would be stronger if it included a list of rewards or consequences for reaching or not reaching these goals. Without including this information there is no motivation to see the job completed.
It’s important for Five Oaks to be consistent with their voice on social media. The current marketing plan does not define the company’s voice or share the best way to make sure it’s consistent. Some things to keep in mind are that it’s best for the brand to avoid talk about subjects such as race, sex, religion and politics. Off-hand jokes made in poor taste can have lasting effects. Because alcohol can often remove inhibitions it’s important for Five Oaks to be ethical and do their best to not be involved in date rape issues such as the Budweiser campaign #UpforWhatever.
This plan does not include communication between the marketing team and the sales team. Salespeople are in the best position to let the marketing team know what information is needed to make sales happen. By including them in the activities listed in the publishing schedule this will open up lines of communication.
Specific campaigns and strategies will occur throughout the year. However, when creating different campaigns and supporting material it’s important to look at it from every angle. For instance, a cutout billboard reflecting a summer party with the Five Oaks beer and sausage might look great from the front, but from a different angle it could be entirely inappropriate.
The marketing plan does not include information about the costs involved. Often times the costs of these projects are not immediately known to those who agree to the plan and later when funding is needed to complete the tasks it can be hard to get. By having defined costs included in the plan there is less question about the expenses at a later date. The pricing should include the costs of both time of staff and outside expenses and materials. It should share how the expenses will be handled including a payment schedule.
There should also be an acceptance section on the marketing plan. Because Five Oaks created an in-house marketing plan it would be signed by the key executives overseeing the project.
Identifying these areas of the “marketing plan” and addressing them in future plans will improve this year’s marketing.