Bright and early yesterday morning (just three days before Christmas!), I had a new client meeting in which we were discussing the importance of starting out with a comprehensive strategic marketing plan. Investing the time now to build such a plan, I argued, lays the foundation for successful subsequent tactics that will achieve business results.
Two hours later, I was out doing errands on Bayview Avenue with my sons, and – despite it being the last weekend shopping day before Christmas – it was very difficult finding a parking spot. Why? Because Toronto's streets are now significantly narrowed by giant snowbanks created when folks dug out from last Sunday's giant snowfall. It's easy to see where cars were parked last weekend, because everywhere else there are three-foot-high mountains of snow!
So what's the connection between marketing plans and snowbanks?
It's a pet-peeve of mine that many homeowners shovel snow with a short-term mentality... only throwing it far enough to clear their immediate path. They don't consider what will happen next time, when they need to clear the same area – now surrounded by high snowbanks!
On the other hand, I take the longer-term view; once early December arrives, you should assume that the snowbanks you create today will be around until the end of the winter, and shovel accordingly. I prefer to throw (only clean!) snow back up onto our lawn, which helps avoid choking the street with snowbanks along the curb.
So, a good marketing plan analyzes the situation without 'creating snowbanks' that impede your ability to react to future circumstances. It presents a clear picture of the underlying roadway and surrounding landscape, and suggests ways that you can progress down that road to achieve the desired business results.
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