Last month we had the pleasure of joining Kevin Skarritt of Acorn Creative for an intense two-days of data downloading, relationship building, hosted meals and receptions, and brushes with power players in the corporate marketing world. (And we got to wake up to this view. Pretty sweet!)
That was the Global Marketing Summit in Myrtle Beach, SC, and despite the fact that people almost never go back through their notes from any workshop, speaking gig, or other event they attend, I’m going back through mine to share a few “A-Ha!” blasts from my notes …
Today, the formula for marketing planning success, from Greg Stuart, co-author of What Sticks:
- Universal agreement on the goals of the campaign – and that means everyone, from the internal marketing team to every external group that helps make it a reality
- Have a back-up plan – which means you also have to be able to measure whether the original plan is working in the first place, so you know if and when you need to make Plan B your new Plan A
- Know the value of a dollar in your marketing spending – and Greg’s recommended formula is to spend 70% of your marketing budget on what’s already working, 20% on improvements to existing marketing, and 10% on brand new ideas
Can you say your marketing is in alignment with these three? Full disclosure – I can’t, either. Good thing I’m going back through my notes to remind myself…
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