John Timpson is the Chairman of high street cobbler and key-cutter Timpson.  His advice in the business section of the Daily Telegraph is always so practical and easy to understand.

He’s going to be reflecting on 2012 and looking forward to 2013 during time out between Christmas and New Year.  John says, ‘Worthwhile plans contain ideas and talk about people’.  He goes on to say that,‘Good planning isn’t expensive, you simply need a clear mind, time to think and an A4 pad.’

So let your mind wander and free your imagination!

Here are some questions you might want to ponder and a six step guide to help you with your marketing plan.

What do you want to achieve? Why are you going to carry out this marketing activity? It could be any one of the following:

  • Increasing sale through appointment setting
  • Raising awareness
  • Re-branding
  • Product launch
  • Market research

In each case the objectives will be clearly defined, measureable, achievable, realistic and have a timescale attached.

Who is your target audience? How can you help them?  How many people or companies are in this group? Do they have a particular characteristic that makes them stand out from the crowd? Where are they? What will you say to them to capture their attention?

How do you want them to respond? How are you going to reach and attract this audience to you? This is where the lid comes off the marketing toolbox! Inside you can choose from a combination of the following:

  • Email marketing
  • Website marketing
  • Telemarketing
  • Direct mail
  • Seminars, events, workshops
  • Exhibitions
  • Promotions
  • PR
  • Social Media
  • Networking
  • Literature, brochures, leaflets, factsheets, posters, business cards
  • Branding

Delivery: What resources do you already have (skills, time, budget)? What resources do you need? Who is going to do what, when and how?

Monitor the results regularly. Adapt where necessary and improve.

Debrief: Did we achieve what we set out to achieve? How successful has it been? What did we learn along the way that we can use to our benefit on another occasion? These six steps are used no matter how large or small the marketing activity is.

If you would like to focus on your marketing plan for 2013 and are attending ‘An Evening for Fabulous Women : Surrey’ charity event (men welcome too!) on 15th January at the Burford Bridge, why not bid for the auction prize I’ve donated, 1 ½ hours marketing consultancy, and set your 2013 off on a fabulous path.