THE UNIFORM CHRONICLES
NAUMD is pleased to present The Uniform Chronicles, a new column written by Leslie Watt McArdle, industry veteran and senior manager of merchandise and product design.
Over the past few weeks, I have talked about various job roles within our industry. This week let’s chat about strategic marketing. The Marketing Director is the mastermind behind the strategic marketing plan, using strong analytics, current customer spending patterns, and marketplace trends. They manage the process, ensuring every step is aligned with achieving sales success, this is achieved through a strategic marketing plan.
Think of it like using Google Maps or Waze for navigation—just as these apps guide you to your destination, a well-thought-out marketing plan leads you to sales success.
Clear Direction
Just like Google Maps or Waze gives you a clear route to your destination, a marketing plan outlines the steps needed to hit your business goals. You start with an analysis of the current market, set your goals, and map out the journey to get there, ending with a successful sales plan.
Adjustments and Updates
Waze is great because it gives real-time updates and alternative routes when there are roadblocks or traffic jams. Similarly, a marketing plan isn’t set in stone. It includes ongoing monitoring and adjustments based on market feedback and performance metrics, keeping your strategy effective even when things change.
Avoiding Pitfalls
Waze alerts you to potential hazards or traffic issues ahead, helping you avoid delays. In the same way, a marketing plan finds potential risks and challenges in the market, allowing you to prepare for and avoid setbacks. Having a solid contingency plan is key here.
Detailed Steps
Both navigation tools and marketing plans break the journey down into manageable steps. Google Maps gives you turn-by-turn directions, while a marketing plan lays out specific tactics and actions to reach your marketing goals. This might include different promotions or selling tools to help the sales team hit their targets.
Progress Tracking
As you drive, Google Maps shows your progress. Similarly, a marketing plan includes benchmarks and key performance indicators (KPIs) to track the progress of marketing activities toward your goals. Ideally, a marketing plan should cover at least 12 months, providing a timeline for tracking your progress.
A company’s success is based on many different factors and a strong strategic marketing plan is at the top of the list. I depend on my Waze app for driving directions. I have not gotten lost since I downloaded the app, I feel that is the same for a company with a strong, detailed marketing plan.
