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Effective Marketing Planning - the Importance of Trial & Error, & Monitoring Results


So now, by this stage, you should have a marketing plan! The next stage is to think about how you will go about making it all happen! The best way to start is by creating a schedule of activity aka an ‘implementation plan’.


It is not just about ‘who will do what by when’, but also thinking about how the project will be best executed and creating a list of tasks and priorities.


For example, if you plan to exhibit at an exhibition it is best to plan in advance everything you will need for the event, such as campaign activity (before, during and after the event), pop-up graphics, product samples, literature, staff, promotional items and even hotel bookings.

If you are planning to launch a new campaign, you will need to consider things like which magazines or publications you want to advertise in, check out readership statistics so you can make an informed choice.  If e-shots are on your to-do-list then you may need to consider purchasing data and, prior to that, you should check out where you stand with regards to GDPR regulations. 

If new branding is on your plan, you may need to consult a marketing agency for advice. Depending on the size of the marketing project you may need to appoint a graphic designer to work on your designs however, prior to that, you will need to develop a clear project brief detailing your exact requirements. 

Every marketing project has a time factor, which should be considered and put into your plan so everything runs on-time and to budget. 

Trial & Error and Not Expecting Results Too Soon

Successful marketing can often be a case of trial and error - doing more of what is working and less of what is not!  It sounds obvious right?  

Yes it is, however so many business owners do not make the necessary plans to implement their strategy correctly, missing vital pieces of the puzzle; not being consistent in their messaging, giving up too soon and not having the time to dedicate to marketing.