It is true that many companies have stopped doing strategic marketing plans for the long run. However, not having a marketing is not a good thing either. Sometimes many plans get drawn up but they do not the light of the day. They are simply plans that are waiting to get executed. One of the common reasons for this trouble is that apart from being an architect, you need to have some kind of architect marketing knowledge to handle the marketing plans well. If you look at the top trends in the architecture marketing field from the link http://www.constructionmarketingassociation.org/blog/marketing-best-practices-aec-firms/#.WBCAZ-B97IU you must a good idea of what is to be followed.
For effective marketing plans, one can follow the SMART concept where Specific, Measurable, Attainable, Relevant and Timely plans are drawn that suits the needs of your company. This is a very good strategy to follow since you can focus on achieving specific goals with this plan. Apart from this, you need to remember that the plan is drawn for the company and not yourself. Therefore, you take into account the company, its goals and its customers for coming up with the marketing plan.
These plans cannot be drawn out of thin air. Marketing is always a team effort and each member has a key role to play. Without discussing with everyone, drawing a plan is impossible. Even for the sales team to function well, it is crucial that the other departments provide them with as much support as they need. Marketing heads have to look into the current plan, the size of the firm and the customers they are targeting to arrive at a plan. It should include key people from all departments who are guided by their respective managers.
Once the initial discussion is complete, a document with all the important details, facts and figures must be prepared for submission. Even if there isn’t a plan, the discussion points must be recorded for future use.
Observing the current situation of the firm is important. You need to consider if the industry is performing well, any expansion strategies to grow the business into other regions, forecast of the industry for the next few years, etc. This will give you the necessary foundation you need to develop your plan. Branding plays an important role as well. It is not just about the logo or the company’s name and colors. It is much more than that. Brand acts as the positioning that is required for a marketing plan to work. The reputation of your brand will do more for you than your marketing plan. Sometimes, a name of the company is enough to get you a sales opportunity.
Therefore, a lot of concentration has to go into branding considering what the USP of your company is. Think about ways as to how your firm if different from others in the same field. Can you do it cheaper, faster and better? This forms the base on which your brand will be built. Do you have the technological edge that no other company has? These form the important platform for building your brand.