Ads are launched when sales drop. The budget is calculated from whatever is left over. Every month there's a new idea, and none of them get finished.
That's what marketing without a plan looks like. Money gets spent, but no one can say exactly on what, or why.
6 questions of a marketing plan
British marketer Paul Smith came up with the SOSTAC model, which companies worldwide use to build their marketing plans. In essence, it's six simple questions you need to answer before spending money.
- 01
Situation
Where are we now?
- 02
Objectives
Where do we want to go?
- 03
Strategy
How will we get there?
- 04
Tactics
Which tools?
- 05
Action
Who and when?
- 06
Control
How do we measure?
As an example, let's take a hypothetical coffee shop chain in Tashkent.
Situation: where are we now?
An honest look at what you have: sales, customers, competitors, strengths and weaknesses. Example: 5 coffee shops, most guests are regulars, we're only known in our neighborhoods, competitors are opening nearby.
Objectives: where do we want to go?
The goal must be in numbers and have a deadline — otherwise it can't be verified. Example: increase revenue by 20% in a year and open 2 new locations.
Strategy: how do we get there?
The main direction: at the expense of whom and what we'll grow. Example: attract new guests in neighborhoods where we're not known, and become the favorite spot for morning coffee on the way to work.
Tactics: which tools do we use?
Specific channels and tools for the strategy. Example: Telegram ads, map listings, loyalty program, cross-promotions with nearby offices.
Action: who does what and when?
Monthly schedule, people responsible, and a budget for each action. Example: in January we launch the loyalty program, the marketing manager is responsible, budget is X.
Control: how do we know it worked?
Which numbers to track and how often. Example: every month we count new guests, repeat visits, and revenue per location.
If any question has no answer — that's exactly where the company is losing money.
