In a recent article on Medium.com, Marketer Michael Troiano removes all confusion for marketers and entrepreneurs who are tasked with creating marketing plans, by comparing this often convoluted process to the work of the great Prussian military strategist Helmuth Karl Bernhard Graf von Moltke, considered by some to be the father of modern battlefield strategy. What follows are excerpts from the original article and a clear-cut way to create decisive marketing plans to accompany any of your upcoming business planning/strategies.
A startup Marketing Plan “Moltke-style” starts with defining 6 terms that are too often conflated by young marketers:
- goal — what we hope to achieve.
- objective — how we will measure success in reaching our goal.
- strategy — an approach we think will meet our objective.
- tactic — execution to convert our strategy into action.
- program — a collection of related tactics.
- plan — what needs to be done when, given the above.
A great startup marketing plan starts with a clear-eyed consensus on the specific Goals of your marketing effort. Think big for now, about what you’re really setting out to accomplish over the next months.
…You can take each one of those goals and translate them into specific and measurable Objectives. This won’t always be easy… but remember the purpose of objectives isn’t to provide legal proof of success. It’s just to get consensus on specific metrics that will be useful in focusing the strategies you’ll define next with the goals you’ve already put to paper.
Next come the Strategies themselves. Expect a range of high and lower level ideas here, but keep it simple and stay focused on what will be required to meet your agreed-upon objectives.
Under each of these strategies is a set of Tactics, actual stuff people need to go do to make it happen. Those tactics tend to be grouped in natural clusters called Programs that require some kind of coordinated execution. Finally you need a Plan to assign resources to these tasks, and keep everyone on the team aligned with everyone else.
But remember your Moltke, folks: No plan survives contact with the enemy, so strategy is a system of expedients. Focus your time and energy on getting alignment on and clear definition of your business Goals and Objectives. After that make sure the quality of your execution against Strategies and Tactics is good enough for you to learn what works and what doesn’t, then adjust your plan accordingly as you go.
That’s how you win the war, baby. And that’s what makes you a Startup Marketing Pro.
We hope you loved this post as much as us. Happy building, creating and marketing.
[BONUS: Read more from the author.]
Builders absolutely love the media for moments like this, when we randomly run across jewels shared by those who live for wisdom and growth. Today’s message is courtesy of Dr. Mike Maddock at thewisdomcenter.tv. I found it very powerful. What are your thoughts? 7 Ways to Plant the Seeds you want to Harvest. [Title courtesy of #TheBuildUp Lab]:
1. What you tolerate you cannot change. You must hate the present to qualify for the future.
2. What you respect, you will attract. What you don’t respect, you’ll move away from. You can only collect, what you respect or value. Everything you see was created by things you don’t see. Whatever is missing from your life is something that you have not truly valued. [Respect is the invisible attitude that God allows you to have to be equal to any other human being on earth.] Contrarily, you can’t learn from someone you resent or envy, you can only learn from someone you admire.
3. What you make happen for others, God will make happen for you.
4. The secret of your future is hidden in your daily routine. -Creativity births your future. -Structure sustains your future. “Men don’t decide their futures, they decide their habits and habits create your future.” Successful men do daily, what unsuccessful men do occasionally.
5. Your rewards in life are decided by the kinds of problems you are willing to solve for others.
6. If you insist on taking something God did not give you, he will take back something he gave you.
7. An uncommon seed will always create an uncommon harvest. A seed is anything that has value: love, patience, money, etc. “Stop inventorying your need and start inventorying your seed. If you don’t like your harvest, sow a different kind of seed.
Originally posted on Public Relations & Advertising: Who's Got the Power?:
Public relations is known for doing stunts to get publicity. Traditionally they have relied on journalists and media gatekeepers to publish media for them. They have also had to rely on new stations to pick up their story.
With the New Age PR stunts companies don’t need any of that. No need to contact journalists, gatekeepers or worry about buying costly media space.
Companies have found a new way to hone in on the highly digital age that we live in.
I have been thinking a lot recently about the changes that have been made in public relations just over the last five years. Public relations relied so much on others before, but now when it is done right you can have a successful PR stunt done in-house.
The latest PR stunt recently that drove me to write this blog was done by Ubisoft to promote their new game Watch…
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Creative Routines. Compare yours to the masters.
Originally posted on Info We Trust:
“We all have the same 24 hours that Beyoncé has” and its various iterations took the web by storm in late 2013 as the megastar became the figurehead of not only having it all, but being able to somehow do it all too.
How do creatives – composers, painters, writers, scientists, philosophers – find the time to produce their opus? Mason Currey investigated the rigid Daily Rituals that hundreds of creatives practiced in order to carve out time, every day, to work their craft. Some kept to the same disciplined regimen for decades while others locked in patterns only while working on specific works.
There are enough data to visualize a portion of the hundreds of creative lifestyles. Click the poster to discover:
Ludwig Van Beethoven
Honore de Balzac
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