Tiffany Sauder:Hello, everyone. I’m Tiffany Sauder, the president of Element Three. In our last episode about marketing planning, we talked about how to get started on your marketing plan – in this one, I want to talk about what’s the framework or structure that we use to really put the plan together.
It’s really tempting to try to map out all twelve months from a marketing plan perspective, but it can be kind of daunting. And honestly what happens is the further out you get, the more wrong you are because it’s really hard to guess in November what’s going to happen a year from now in November.
So we’ve taken a cue from the software industry and adopted the agile methodology into marketing.
We’re starting to do this for ourselves and for several of our clients and what it allows us to do is to take a very discrete period of time that’s most often either a 30-day block of time or 60-day and really plan in a detailed manner what’s going to happen. Then take the learnings from that set of activities and apply it to the next sprint or the next defined period of time so that we can get better and better as we go along instead of taking a full 12 months to do a really strong retrospect – our debrief of what worked and what didn’t.
There is a lot of information on the Internet that I’m not going to try to regurgitate in this short video, so go Google “agile marketing” and there’s a lot of great tools. But there are a couple of simple things that we do that help a lot.
Don’t Disrupt the Sprint
The first is that you don’t disrupt the sprint. So the defined period of time that you take – let’s say it’s 30 days – and the work that you decided that’s going to get accomplished of that, don’t replace it with anything. Let all of that work get done so that the momentum can get carried through.
Open Up the Parking Lot
The second thing is to get a piece of paper out or a shared document on Google and open up what we call a parking lot, and that’s the place where all of the ideas go. Then, as a team, you work together to force prioritize what’s going to happen first, what’s going to happen second, what’s going to happen third, et cetera.
Most often, I find that the greatest enemy to marketing is that we change our minds a lot. We don’t let things ride to completion and get into the market and see what works and what doesn’t.
So hopefully these two simple tools can really help you get more traction in 2015 and ultimately more results for your business with marketing. Good luck. Thanks.