Free Articles & Marketing Tools - Mosaic Marketing Management

September 2006

Rosemary Walter

"Your Marketing Plan is

Junk If…"

As one of my colleagues recently told me, I have a gentle and tactful way of "getting to the point" and telling it like it is. Clients have told me I have "Vulcan-like logic" that helps them see the light of my questions, conclusions and recommendations.

With that softer, kinder disclaimer, I gingerly invite you to take the quiz below with no offense intended. When you have finished you will have a better sense of:

How well your marketing plan or plans will work (you can use the same quiz for any product or service you are marketing)
In which areas you need more information or thinking time
Which areas you feel confident about
What needs to be done before your marketing plan is no longer "junk"

TIP: Why don't you ask team members or business colleagues working on this same project with you to take the quiz independently? Then have a meeting to share everyone's answers. It could be a very telling experience!

"Your Marketing Plan is Junk If … "QUIZ

Your Name: _____________________________

Date: _____________________________

Product or Service: _____________________________

"Your Marketing Plan is Junk If…"
…you don't know if your plan meets your business or company's bigger goals.
	Our marketing plan fits in with corporate goals	Yes
		No
…you don't know specifically to whom who you are marketing this product.
	We know who our target audience is	Yes
		No
…you don't know what unique value your product is going to bring to the target audience
	We know what unique value we are bringing to the target audience	Yes
		No
…you don't know how you are going to cost-effectively reach this group
	We know how we are going to reach them	Yes
		No
…you don't know what you are going to consistently say to this group about your product
	We know what we are going to say to them	Yes
		No
…you say you have data to support your plan, but all you have is random anecdotal evidence gathered over the years
	We have solid end user based data gathered over the past 12-18 months.	Yes
		No
…you don't know what your competitors are planning in this market
	We have recent competitive data that helps guide our decisions	Yes
		No
…you don't know the optimal price to charge
	We know what price to charge based on data	Yes
		No
…you don't have a written marketing plan mapped out for the next 12-18 months that ensures repetition of messages to the target market
	We have a plan mapped out to ensure repetition	Yes
		No
…you didn't consider the perspectives and issues of your sales force and channel when developing the marketing plan
	We did consider their perspectives and issues when creating the plan.	Yes
		No
…you don't have a budget allocated to support the marketing plan
	We have a budget to support the plan.	Yes
		No

See If Your Marketing Plan is Junk or not below…..

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Although not all questions above are equal in importance, you can guage your chances for success by counting the number of times you answered "YES".

Out of the 11 questions above, how many times did you answer "Yes"?

11 = Excellent - You've worked really hard and have a very good chance of being a successful marketer.

9-10 = Good - You've been busy, too. You've got a good change of success.

6-8 = Average at best - Need a little more work before "pulling the trigger" on this effort. Your chances are average for success.

Less than 6 = STOP - You need more information and more clarity before you start spending money on marketing.

Give us a call if you are concerned that your marketing plan might be deemed "junk" and that your chances for marketing success look slim.

Remember, Mosaic creates customers for business-to-business companies through specific project work, on-going retainer assignments or marketing coaching sessions.

Until next time….

Rosemary Walter
847-483-5018
Rose1Walter@MosaicMM.com

Quote of the Month

GIGO - Garbage in, garbage out.

© 2006 Rosemary Walter, all rights reserved. You are free to use material from Mosaic's Monthly Marketing Tips in whole or in part, as long as you include complete attribution, including a live website link. Please also notify me where the material will appear. The attribution should read:

"By Rosemary Walter of Mosaic Marketing Management, Inc. Please visit Rosemary's web site at http://www.MosaicMM.com for additional marketing articles and resources on marketing for business to business companies."