Featured Author

Jessica Ng

Marketing Director

Acoustic Distinctions, Inc.

  • Member, SMPS-NY
  • Member, Professional Development Committee
  • Does your firm have a marketing plan in place?

As marketers, we all want to bring in new businesses. We want to shout from the rooftop why we are better than our competitors.

Here is where Speaker Sarah Berman, President of The Berman Group, explains the success of a business depends on how effective your marketing plans are. The key to an effective marketing plan is being organized, have common goals with the principals and departments, and be proactive.  We can boil this down to five simple steps: 

  • Define your company services.
  • Identify your target audience?
  • List your marketing goals
  • Develop an inventory of marketing tactics
  • Set your marketing budget
  • But what about your situational analysis?

If you don’t know what your situation analysis is, don’t worry, you’re not alone. A situation analysis is to illustrate the business’ capabilities, strengths and weaknesses, clients, potential clients and business environment and the impact they may have on your firm. This is generally called SWOT (strengths, weaknesses, opportunities, threats) analysis. The benefits of a situation analysis will assist in creating goals, strategies, and implementation practices for your marketing plan.  

To start a situation analysis:

  • Outline your strengths and weaknesses
  • Understand what you competitors are offering
  • Organize this information to identify threats and opportunities
  • Position your services or products competitively