MAL 44:21 MAL44 | Page 74

SME MARKETING

Is the marketing plan obsolete ?

By Valerie Ambetsa Siganga
“ Rowing harder doesn ’ t help if the boat is headed in the wrong direction .” - Kenichi Ohmae . Marketing is consistently evolving , and as a marketer , I thought that I was doing a pretty good job of keeping up . That was until I ‘ powerfully ’ answered a brief for a 12-month strategic plan for a client .
It took over two weeks of daily input to put the plan together . I was so proud of my efforts , I convinced myself that this was my ‘ Magnum Opus ’ and that it would ultimately catapult my business to the next level .
Confidently , I walked into my presentation , head held high , chest out , PowerPoint professionally tweaked by a visual artist , and a well-rehearsed delivery . I could see that the panel of managers from the client were equally excited as I was , and my positive energy was filling the room .
Sixteen minutes in and the room seemed to have a dark cloud hanging over it as the clients ’ faces were downcast and I ’ d lost the room . The question I was asked was ‘ This is a plan , where is your strategy ?’
That day , I discovered that a change in approach when creating a proposal does not necessarily equal new learning or deliver value . As a marketer , learning is a continuous process , as is stepping outside the comfort zone .
The two questions I am used to answering when creating my marketing ‘ strategies ’ or proposals are : Who is our core customer ? How can we convert them ? On the surface , these are sound and solid questions . Answering them is giving a client the solution they are looking for when they are searching for a professional marketer .
However , these questions are losing relevance as clients seek competitive advantage and lasting results with each marketing activity they explore . They are looking for an edge , a secret that gives them some power in their
“ Marketing is more than hitting targets and meeting objectives . Clients today are seeking compassion and understanding for their brand journey . This allows for creating a narrative that describes what they have to offer , and how products or services fit into the lives of customers ”
industry and over their competition .
In my meeting , I had answered the two questions perfectly , and in intricate detail . This was not enough . Here are the 4 questions that the client was really interested in .
Why are we marketing ?
Yes , the client requested for the marketing strategy through a brief .
The intention to market is there , but what is the real expectation ? This question enables the marketer to take a deep dive into what the client is seeking to accomplish . Marketing is more than building relationships , creating awareness , and helping the sales team meet their targets .
Asking why and answering this question with clarity helps to constitute success or define what a win looks like . And remember , to get to the root cause of any issue a client is facing , you need to ask why at least five times after the problem has been defined .
Why should potential customers choose our offering ?
It is no longer enough to declare that you have the best product without sufficient evidence to back up your claims . Customers want to know what is in it for them when they choose a product or service and the marketing message expresses this . It is necessary to have a clear value proposition that goes beyond offering a marketing service . You need to be ready to become a ‘ partner ’ with your client and get invested in their long-term growth .
What meaningful story are we sharing with our target audience ?
Marketing is more than hitting targets and meeting objectives . Clients today are seeking compassion and understanding for their brand journey . This allows for creating a narrative that describes what they have to offer , and how products or services fit into the lives of customers .
When crafting the story , consider including what motivates the client
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