Turning your marketing plan into a team compass: when 3Fs become a story!
*Popularizing your marketing plan: a must!*
By on Sep 17, 2009Popularizing your marketing plan: a must!
My previous blog emphasized the difficulties pharma marketing departments experience when aligning all stakeholders related to one brand. Once the new brand plan is developed, every brand manager has him/herself a guide, a lighthouse for that upcoming business year. Passing on the brand objectives towards your sales people and others brand stakeholders shouldnt be that hard, from a brand managers perspective. Unfortunately reality is slightly different and Coveys data demonstrated that when it comes to gathering people behind a common business objective, we still have a long way to go
Despite all efforts to improve internal communication between marketing and sales departments and despite all enthusiasm when new marketing programs are welcomed by the sales force, this is just a glimpse of how higher objectives are really perceived by all brand stakeholders. If I was sailing a boat in a sailing competition, I could only be happy with the best sails available, the best type of boat, having the best sailing companions, the best preparation
But more importantly, wouldnt it be obvious to know where youre sailing to? Wow, what a difference it would make if we only had a compass to guide us right to that finish line
Just saying a relatively small briefing before starting your competition could do miracles! Have you ever considered turning your marketing plan headlines into an understandable note, before you start your new business year. A nice document, addressed to all people involved with your brand, directly or indirectly
Popularize your marketing plan so your team could have a team compass!
But before launching your briefing, your document, every brand manager should answer 3 questions upfront to become anoutstanding sailing boat captain:
1. What shall I communicate?
2. To whom shall I communicate?
3. How shall I communicate?
What to communicate?
The most interesting and sexy parts of the marketing plan for sales people are without doubt the different customer programs it holds. Sales forces are eager to start implementing customer programs which is quite normal for people in search for new leads, attracting new customers, acquiring higher sales, gaining bigger bonuses When presenting customer programs towards a sales force, youve easily got yourself the soundboard youre looking for as a brand manager. But then again, implementing took off already (or speaking in terms of your adventurous sailing passion; youve equiped the boat like it should and everyones satisfied)without even knowing where youre heading to?
Imagine how your boat would sail towards the horizon, without a compass on board? What shall we do with the drunken sailor got a whole new meaning
But what if every sales rep would better understand these brands objectives which she/hes working for? Wouldnt you demonstrate your respect to your sales champs by presenting them the teams compass, the one and only common goal you and your team pursue? Wouldnt you be closing the gap, between sales and marketing and strengthen the team, this way?
What shall we communicate than? The 70 pages marketing plan? Are you kidding! Lol. Focus on the essence, nail your marketing plan down to its framework. Youll have fun doing this tough exercise. Throw all ballast over board. This is what I should keep after throwing tons away. At least:
- One quantitative brand objective: ex. Excellensis brand will pass for the first time the $ 200 million barrier by the end of 2010
- One qualitative brand objective: ex. Excellensis brand will still be the reference product(top of mind in your brand equity survey) for general practitioners by the end of 2010
- Overview of the 3 most relevant brand programs thatll support and make the sales forces business. These programs are your differentiators thatll make you distinct from the competition, share these with your people!!!
Throwing things away is hard, I know, so if you can, drill these 5 items down to 3 only and share your common brand objective(s) and you main brand program and explain to your folks why you came to select just these. Explain to which folks?
To whom to communicate?
What kind of question is that? Everyone who is involved with your brand, near and far, is your public. From your marketing assistant, sales manager, business unit manager, medical manager, finance manager, district sales managers, key account managers to your sales people
Im sure you know exactly who is a team member and who isnt.
How to communicate?
The answer holds the most interesting and toughest part of your communication as a captain.
Data such as Coveys survey have shown that even when objectives were shared with everybody within a company, people dont recall them after a while, they dont stick with people in the long term. What could be the main reasons for this lack of success in business communication? Lets take this down to the level of your marketing plan and your marketing objectives. Was my powerpoint presentation not that attractive for my audience, didnt they like the animation in the slides or maybe Ive emphasized too much on the numbers, too many slides perhaps? Or all above?
One caveat remains,marketing plans arent really big romance to read, theyre not that open book that invites you to read, as a matter of fact, the 3Fs, facts, figures and features are dull lecture for most readersand actually they should be one big excitement since its your compass and that of every brand stakeholder. You want to get killed fast, together with your presentation, just present the facts and figures from your marketing plan, if possible, into bulletpoints on an animated slide
No, not killed, we love doing marketing, we want to have fun in the things were doing, but then youll need to walk in through a different door, at least if you want to attract the attention of non-marketing people and do something totally different rather than simply shoot some numbers
The magic of stories is whatll help you to be a great captain
Stories will last
To end with a nod to my fellow countrywoman and latest US Open winner, Kim Clijsters: who will remember the following facts after 1 year?
- the first ever who wins the US Open, starting the tournement with a wild card.
- set results were 7-5, 6-3.
- her opponent was the 19 year old Danish Caroline Wozniacki.
No, these data will not survive our memories. What is printed on our retina are the images of the 1,5 year old daughter Jada in the middle of the court, holding the US Open cup, pointing out her tiny fingers towards the stadium video screen, together with a happy mam. Just remember, stories hold much more emotion compared to a list of bulletpoints full of facts and featuresstories will always last.
Next time, well discuss how to write your brand story