How to Make a Marketing Plan!

Once you have the strategy & the budgets in place, how does one go about allocating resources and building the actual execution plan? How do you decide how much to put in advertising, digital, print, radio, and new age media? Further, there are even more complicated questions, like do I want to put my money into advertising or consumer engagement? What about digital?

The marketing plan steps to follow are often quite straight forward:

• What’s my campaign objective?
• Roles of various media elements
• Mix of advertising vs. consumer engagement
• The marketing plan - connecting the dots

What’s my Campaign Objective?

While there can often be several types of campaign objectives, the most common ones are:

• To drive salience
• To drive consideration
• Or persuasion

Now, frankly, all these objectives sound very similar but taking one at a time. A salience plan is usually a ‘maintenance plan.’ You already have a strong brand that stands for something unique, and you want to use this opportunity to keep the brand and its proposition salient in people’s minds.

So, the salience plans are usually the simplest . You chase a medium with the highest reach and the most optimal cost & go ahead and…