Strategy Versus Tactics

Your marketing strategy is your promotional message. It consists of selecting a target market and determining what to say and how to communicate your message to your audience. Your strategy includes your headlines, sub-headlines, illustrations and photos, the body of your message, and your offer. For more on strategy, visit the strategy section of this website. 

 

Your marketing tactics, on the other hand, include the type of promotion you plan to create, your frequency of messaging, and the means by which you communicate your messages (your media mix). Among the media your tactics include are websites, social media, email, online yellow pages, Internet advertising, print media, radio, television, direct mail, webinars, teleconferences, expos, faxes, and billboards. Tactics also include your sales approach and the development of marketing tools, such as videos, landing pages, CDs, and white papers. Your tactical plan includes three components— an Action Plana Media Plan, and a Marketing Analysis.

 

Tactical marketing also includes determining target markets, conducting primary and secondary marketing research, establishing and monitoring marketing budgets, initiating and managing referral programs, client (patient) satisfaction surveys, follow-up plans, and creating joint marketing ventures and strategic partnerships. All these factors should be considered when preparing your tactical plan. Of course, it is unlikely your plan will encompass all of these, as many plans include less than half. We developed a checklist that we use when we conduct planning with our clients to ensure nothing is overlooked and to guard against emphasizing the wrong priorities. We review this with attendees during our Marketing Strategy Workshop Program.

 

Your Action Plan

 

Your Action Plan is the portion of your tactical plan that includes every activity you chose to implement with timelines and assignments of responsibility for completing each task. We call these specific actions targets. You can download a sample action plan here.

 

Your plan should address the need to conduct marketing research, the development of promotion (online, print and/or traditional media), and a list of actions broken down by target market and type of activity directed toward each. For example, a podiatry group's target markets could include referring physicians, insurance providers, independent practice associations (IPAs), senior citizens, school athletic programs, community athletic programs, and local employers. 

 

For the above example, let us take one of their target markets— senior citizens. For this target market, actions could include developing a newsletter, purchasing a local mailing list of people 60 and over, setting up talks and screenings at the local senior center and retirement homes, advertising in a local senior online publication, creating a Facebook® page especially for seniors, and developing a section of the practice website for seniors. You would then list every specific action that needs to be accomplished for the senior market along with the name of who is responsible to complete each target with a deadline for completion. 

 

Media Plan

 

We set up a client's Media Plan as a table that includes the name of each medium, type and size of the ad being run, frequency the ad will run, the cost, start date, and end or renewal date. You also want to track calls, appointments and new clients attained from each medium.

 

Ideally, your media plan can be set up at the beginning of each fiscal year and run for 12 months. However, our clients usually prefer a six-month plan. During our Marketing Strategy Workshop Program, we share the exact steps businesses should take to ensure they select the most appropriate media mix. We also provide a sample media plan.

 

Marketing Analysis

 

You need to be keeping monthly statistics on all your promotional actions. We suggest you review the sample Action Plan, which you are welcome to download, to give you an idea of what statistics we recommend you keep.

 

Periodically (usually quarterly), we analyze and then review the statistics with our client to determine what actions need to be taken to improve marketing results. This involves analyzing statistics, understanding how to interpret trends, and know when and what type of changes should be implemented, if any. There is an entire science dedicated to how to perform this step, which, unfortunately, is too detailed to include here. In our workshops, we discuss in-depth how to keep statistics and evaluate them to ensure the continued growth of our attendees’ businesses.

 

Your Action Plan Is a Dynamic Document

 

Situations change, including the economy and competition, as well as your internal environment. As a result, most Action Plans require periodic revisions.

 

Value of Strategy versus Tactics

 

Most professional service businesses place most of their attention on tactics although strategy is

usually senior in importance The reason why businesses spend less time on strategy is they have little understanding of how to create content that will allow them to dominate their competitors. Since this is rarely taught in universities, most marketing graduates lack the know-how. Yet because messaging is at least as important as tactics and is sorely neglected, it is essential for professional service businesses to concentrate much of their effort on developing a powerful marketing strategy.

 

Learn What You Need to Do to Dominate Your Competitors 

Receive a Personal FREE One-Hour Consultation. During this session, our marketing strategist will help you sort out what the most effective strategy is for your business. Schedule a phone, Skype®, FaceTime®, face-to-face meeting.

Strategy vs. Tactics

How Business Builders Rose Above Its Competitors

Stop Guessing with Your Marketing

How to Avoid Mistakes in Selecting Media

The way to ensure your advertising dollars are well spent is through diligence and research. If you follow these steps you will avoid throwing money away and get better results from your ads. Use this approach for all online and traditional media. 

Links to Other Marketing Related Sites

Services

Strategic Planning & Implementation

Tactical Planning & Implementation

Innovation Planning & Implementation

Marketing Research

Competitive Positioning Surveys

Test Marketing

Branding

Copywriting (All media)

Promotion & Ad Design (All media)

Website Design

Internet & Social Media Strategy

Internet & Social Media Advertising

Search Engine Optimization

Email & Direct Mail Campaigns

Business Development

Hiring & Training of Marketing Personnel

Learn What You Need to Do to Dominate Your Competitors 

Receive a Personal FREE One-Hour Consultation. During this session, our marketing strategist will help you sort out what the most effective strategy is for your business. Schedule a phone, Skype®, FaceTime®, face-to-face meeting.

Strategy vs. Tactics
How Business Builders Rose Above Its Competitors
Stop Guessing with Your Marketing
How to Avoid Mistakes in
Selecting Media

The way to ensure your advertising dollars are well spent is through diligence and research. If you follow these steps you will avoid throwing money away and get better results from your ads. Use this approach for all online and traditional media. 

Links to Other Marketing Related Sites

The following are the sources that helped enable us to develop our strategic marketing approach. We deeply appreciate them all.

 

Arizona State University W.P. Carey

School of Business

Jim Collins

 

Peter Drucker

 

Mitch Meyerson

 

Jack Trout

Michael Gerber

Richard Harshaw

Hubbard College

Tom Peters

Jay Abraham

Steven W. Brown

Michael Porter

Al Ries

Jim Rohn

Seth Godin

Tom Vassos