In Week 7 of Tamarindo Diaries, Adam Barber, Managing Director of Tamarindo Group, discusses what makes a good, versus what makes a great, marketing plan.


In my opinion, the difference between a good marketeer and a great marketeer lies in planning. Not that a good marketeer doesn’t plan while a great marketeer does - rather, a great marketeer develops a plan in such a way that it is clear and consistent but also has the flexibility and creativity to be able to adapt and flex to circumstances within the market.


I think if we rolled the clock back over the last 90 to 120 days during the COVID-19 pandemic, we’d certainly see those two types of plan from the marketeer being brought into sharp relief.


One of the interesting questions both for marketing teams and for sales teams of the future is how they can learn from that planning. How they can learn from the impact that that pandemic has had on their plans to strengthen their marketing structure and establish those core pillars around which they can build in the future. Within that plan there will be a number of areas where, without the right focus, it can be very easy to simply rip up the roots and remove in haste to be able to start something new.


The reality is that now is not necessarily the time to be throwing out those core parts of your campaign, but to be critically analysing what works and what doesn’t work and focusing both on refining what does work and understanding why some elements are underperforming.


I think one of the hidden gems within a marketing plan at the moment lies in the company newsletter. It’s one of those areas that can be easily started but often falls by the wayside after edition four, five, ten, fifteen, twenty… this is something we will look at in Tamarindo Diaries in the future.


But for now, have a think and critically assess the health of your marketing plan. What are the areas where it has outperformed over the course of the last few months, and where does it need more focus?


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