Over the recent years, many seminars, conferences and in-services have been advertised, featuring anything from a twenty-minute speech to a multi-day workshop session in “How to Market” (to the special needs). As an advocate to the “expectation-delivery” concept of marketing/communications, I have always found it difficult to understand how such short-term stimuli from the giver can lead to any sort of meaningfully retained and applicable behavior and knowledge for the receiver. In fact, such an experience could even lead to more damage than dimension for the marketer. Marketing/communications planning, as with any professional skill, requires appropriate levels of study, experiment, experience, and passion to be practiced successfully and sequentially.
With this in mind, therefore, I would like to offer this very simple model for understanding the premise of planning for effective, solid marketing/communications for any sort of product/service industry. This is not meant to be the core formula that can be used to write a formal marketing/communications plan, nor is it a panacea for all the problems that marketing/communications can solve.