October 3, 2024

Marketing Strategy

The Importance of a Marketing Plan

Why Every B2B Business Needs a Marketing Plan (And Why You Should Build It Now)

Marketing today isn’t just about staying visible. It’s about staying intentional. With tighter budgets, shifting priorities, and more pressure on teams to do more with less, planning ahead has never been more important.

In today’s world, businesses are watching their spending more closely than ever. Every dollar matters, and that means every piece of your marketing plan should be working toward a clear goal. A thoughtful, focused strategy helps ensure your resources are being used wisely and your message is reaching the right people at the right time.

Why Strategy Matters More Than Ever

Many businesses today are operating leaner. It’s common for employees to take on extra responsibilities, wearing multiple hats across departments. When that happens, marketing can easily become a last-minute task or, worse, fall through the cracks.

That’s where a clear 12-month marketing plan can make all the difference. It gives your team a roadmap to follow, keeping campaigns on track, content consistent, and your brand presence strong without relying on rushed ideas or one-off efforts.

The Rise of Digital and the Power of Tracking

Digital advertising continues to grow in popularity, and for good reason. It’s measurable, flexible, and scalable. Whether you're running display ads, social campaigns, pre-roll video, or connected TV placements, the data is there to help you understand what’s working.

With the right tools in place, you can see what’s driving clicks, conversions, and engagement. That means you can adjust campaigns in real time and make better decisions about where to invest. When you have a strategy in place and the ability to measure results, every dollar works harder.

Hot Tip: Align your digital ads with your content calendar. When a campaign launches, support it with matching social posts, blogs, emails, and display ads. This keeps your message consistent and gives every channel a chance to drive results.

What a 12-Month Marketing Plan Should Include

A strong plan begins with focus. Once you’ve identified your goals for the year, you can break them into campaigns, timelines, and tactical actions that guide your efforts month by month.

Here are the essentials to include:

· Campaign Strategy: Outline three to four core campaigns for the year that align with your goals. These could include recruitment efforts, new service offerings, or brand awareness pushes.

· Content Calendar: Map out blog topics, email communications, social media themes, and ad content. Creating content in advance allows for better quality, consistent messaging, and fewer last-minute scrambles.

· Brand Assets: Review and update logos, templates, photography, and other marketing materials to ensure everything reflects your current brand and goals.

· Creative Production: Identify video, photography, and design needs ahead of time so they can be scheduled and produced without delay.

· Digital Advertising: Plan your ad placements across platforms like Meta, Google, connected TV, and pre-roll video. Use real-time tracking to analyze performance and adjust as needed.

A well-structured marketing plan isn’t just about staying organized. It’s about staying focused, making smarter decisions, and ensuring your message doesn’t get lost in the shuffle. With a strategy in place and the tools to measure what’s working, your team is better equipped to drive real results, no matter how busy things get.

If you need help building your next marketing plan, let us know below and we can talk about what that looks like for your business.

The 2024 Paris Olympic Games present a unique and exciting opportunity for local businesses to tap into a large, engaged television audience. The Olympics attract millions of viewers from all over the globe, and a significant portion of those watch their local stations, creating opportunities for highly effective local TV advertising campaigns. And even though national campaigns were booked long ago, it’s not too late for local advertisers. Near-to-air inventory may still be available at many local stations, providing unique opportunities for local advertisers.

THE STRATEGY & PLAN

The Olympics is one of the few events that captivate a global audience, transcending cultural and geographical boundaries. For local advertisers, this means a diverse and extensive viewership. The 2024 Paris Olympics promise to be no different, with a schedule packed with a wide variety of sports that appeal to a broad range of viewers. There’s something for everyone, from traditional favorites like athletics and swimming to newer additions like skateboarding and surfing.

Why Local TV Advertising?

Geo-Targeted Reach: Local TV advertising allows businesses to target their immediate geographic area. This ensures that the ads are seen by potential customers within the vicinity of the business, increasing the likelihood of conversion.
Community Connection: Local businesses often better understand their community’s needs and preferences. Local TV ads can be tailored to reflect community values, culture, and events, fostering a stronger connection with the audience.
Cost-Effective: Local TV ads are more affordable than national TV spots, making them accessible to small and medium-sized businesses. This allows even those with smaller budgets to leverage the massive viewership of the Olympics.
High Engagement: The immersive nature of TV viewing, combined with the excitement of the Olympics, leads to higher engagement levels. Viewers are more likely to remember ads they see during noteworthy events.

Strategies for Effective Local TV Advertising

Align with the Olympic Spirit: Themes of perseverance, unity, and excellence resonate well during this time. For instance, a local sports store could highlight local athletes who have shown Olympic-like dedication and skill. Another example might be a local restaurant promoting healthy eating habits inspired by the athletes’ diets.
Leverage Local Heroes: If your area has athletes competing in the Olympics, consider featuring them in your ads. This builds local pride and provides a relatable figure for your audience.
Promote Special Offers and Events: Use the Olympics as a backdrop for special promotions or events. For example, a restaurant might offer special deals during game times or host viewing parties.
Storytelling: People connect with stories. Craft narratives that tie your business to the Olympic ideals. For example, a gym could tell the story of a member who achieved remarkable fitness goals, drawing a parallel with Olympic athletes’ journeys.
Visual and Emotional Appeal: High-quality visuals and emotional storytelling can make your ads memorable. Use the dynamic and vibrant imagery of the Olympics to enhance your ads.
Call to Action: Ensure your ads have a clear call to action. Whether viewers visit your store, take advantage of a limited-time offer, or join an event, they should know what to do next.

Timing and Placement

Timing is crucial for TV advertising. Ads placed during prime-time events or popular sports will have higher viewership but also higher costs. Balancing budget and desired reach is critical.
Prime-Time Events include the opening and closing ceremonies, significant finals, and popular sports like gymnastics and track and field. Local station breaks during prime-time broadcasts provide opportunities for local advertisers to access the highest viewership.
Niche Sports: Placing ads during less mainstream sports can be cost-effective while still reaching engaged viewers. Sports like archery, fencing, skateboarding, or surfing have dedicated audiences that could be highly relevant for specific local businesses.
News and Recaps: Local news and daily Olympic recaps are watched by those who want to stay up to date but who are unable to watch live events. These segments often have consistent viewership and are a good opportunity for local businesses.

The 2024 Paris Olympics present an unparalleled opportunity for local businesses to reach a broad and engaged audience. By leveraging local TV advertising, businesses can create targeted, memorable, and effective campaigns that resonate with their community. With thoughtful planning, creative execution, and diligent measurement, local advertisers can capitalize on this global event and drive significant business growth.

Interested in placing your company’s story in front of the eyes of many? Lets start from the top and go higher! Speak with one of our Strategy Marketing Directors today.

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