A Marketing Plan vs. A Marketing Strategy

Today's world operates in sprints.

And I am not referring to the 2-week sprint for keeping up with your OKRs. I mean literally the sprinting, and sweating, from one season to the next.

With many brands in the active lifestyle markets having the inevitable ups and downs of seasonality you need to be thinking ahead to stay ahead. And there are only a few brands who embrace this simple concept.

Here are a few key points that I have had success with when working with clients on their quarterly planning.

A Marketing Strategy vs a Marketing Plan

I start off with the most important element - a strategy vs. a plan.

There are too many marketing strategies that are not strategic but rather glorified marketing plans. We can debate on the intricacies of a strategy but without that a clear vision and direction that you gain from a strategic outlook you have a plan with no direction.

Take the time to build out the macro before you launch into the micro and you will find clarity on the direction and tactics.

Seasonal Launches: Is your GTM Strategy Aligned with your Consumer’s Buying Journey?

Every window of opportunity is getting smaller or shorter whether it being your consumer’s purchase window or the season’s weather window (especially winter months).

Being able to tap into the natural rhythm of consumer activity and interest may be your target, but is your strategy aligned with your consumer’s buying journey? With the multi touch points a brand experiences in their user’s buying journey your owned and paid marketing efforts and your partnering retailers need to be in sync on timing and messaging.

Data-Driven Strategy: Learning from the Past to Propel Forward

The previous quarter's performance holds invaluable insights but what about last year’s comparable quarter?

Your GTM strategy needs to be data driven. Period. By analyzing historical and real time data on consumer behavior, campaign performance, and market trends, we can refine our marketing strategies with more precision, accuracy and in real time allowing us to double down on the tactics of a plan that are working and pivot away from those that are not.

ROI vs KPIs: Navigating the Waters of Digital Marketing Efficiency

As digital landscapes become more crowded and competitive the costs continue to rise. Not fun but unfortunately true.

Yet, this challenge also presents opportunities to innovate our approach to digital marketing and to explore under valued channels. Have you explored direct mail as a renewed marketing tactic? You should as it is powerful, and underpriced, for now.

I am a huge proponent that every campaign, tactic or resource used has an associated KPI. Easiest when you can drill down to ROI but many times it takes alignment with your management on the key results needed for the objective to be a success while asking “are you in the short or long term game?”

Any other ideas on quarterly planning? Shoot them to me at jon@johoandcompany.com