It’s that time of year. Not just the holidays but marketing planning season. Financial marketers across the country are all doing the same thing: analyzing data, putting budgets into spreadsheets, crafting strategies and tactics and developing a calendar of marketing events and activities.
Most of this information is put into the form of a formal marketing plan. Some type of 20-page or more document containing data, activities, dates and an assortment of other vital information. But do people outside the marketing team read it? I hate it to break it to you but most executives probably just skim your marketing plan. And if they are reading it line by line they might just be doing it to catch your typos.
So what if you presented your plan this year in a more unique way? Something to grab their attention?
Rather than giving executives or board members the traditional written plan, here are a few ways to make presenting your marketing plan a little more engaging:
- Use visuals. For example, use pictures for campaigns, results, strategic initiatives, etc. rather than just words and numbers. You could almost do this like presenting your marketing plan on Instagram.
- In similar fashion, use MEMEs. Those could be humorous yet also informative (and highly effective).
- Look for ways to incorporate video into presenting your plan. Turn your three major marketing initiatives into three posts for Vine.
- Use a domino game. For example, when you present the marketing plan make a long line of dominos in the shape of an “S” representing the word “success.” Then knock the first domino down and watch as the rest fall into place. Then pick up those first few dominos and make the point that here are the first 3-4 dominos you feel must fall into place for the rest of the marketing plan to succeed. Emphasize that if these dominos fall then everything else at your financial institution will succeed as well. For example, that first domino might illustrate a brand project/initiative, a loan promotion or member/customer penetration efforts.
- Boil your marketing plan down into one 140-character tweet. Less is best.
Using these methods does not mean you won’t have that formal written marketing plan. You will still issue it as some type of documentation with all the necessary details. But rather than just presenting the plan, look for a way to make it visual.
We are marketers—let’s use some of our creativity when presenting our plans this year.