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Marketing planning SOSTAC model

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What's in a marketing plan you may ask? Well, there's quite a few different models out there but here is one of our favourites - SOSTAC ®.
Nice easy to remember acronym and is easier to present to clients than many other models.

SOSTAC ® is a registered trademark of PR Smith.

More information from: www.PRSmith.org/SOSTAC

Smith, PR (2015) The SOSTAC® Guide To Your Perfect Digital Marketing Plan, www.PRSmith.org/SOSTAC

Smith PR (2013) The SOSTAC ® Guide To Your Perfect Marketing Plan, www.PRSmith.org/SOSTAC

Follow PR Smith’s daily updates: t: PR_Smith f: PRSmithMarketing

Marketing planning SOSTAC model

  1. 1. SOSTAC® MODEL ADAPTED, WITH KIND PERMISSION FROM PR SMITH’S SOSTAC ® PLAN . “To Fail To Plan Is To Plan To Fail”Developed by PR Smith
  2. 2. Situation analysis STAGE 1 WHERE ARE WE NOW? (20% of planning time)  How are we performing?  What are our distinctive competitive (marketing) advantages?  How effective is our Marketing Mix?  Are we focusing on the best segments with the right type of customer?  Are we using the most appropriate channels for communication and distribution?  What uncontrollable event(s) or trend(s) can impact my business?
  3. 3. Objectives STAGE 2 WHERE DO WE WANT TO GO? (5% )  Business Mission?  Business Objectives?  Marketing Objectives – Business Development?  Marketing Communication Objectives?  The SMART Test for Objectives  Make sure your objectives are practical and measurable. Do they fit the following criteria?  Specific (with numbers)  Measurable (monitor progress and confirm achievement)  Actionable (can we do it?)  Reasonable (realistically attainable)  Timed (incorporate deadlines)
  4. 4. Strategy STAGE 3 STRATEGY HOW DO WE GET THERE? (45% )  Segmentation – How do we want to divide up the market(s)?  Targeting – Which segments of the market do we wish to focus upon?  Positioning – How do we want to be perceived in each different target segment?
  5. 5. Tactics STAGE 4 TACTICAL PLAN (30%)  HOW DO WE IMPLEMENT THE STRATEGY?  Which Communication Tools are we going to use?  How are we going to use them?  What message(s) do we wish to communicate?  Are we being consistent across different tools and messages?  Do we have the necessary resources/budgets?
  6. 6. Action STAGE 5 ACTION PLAN WHO, WHAT, WHEN?  Who is going to do what?  When are they going to do it?  What is the resource allocation for the action?  What are the key performance measurements?  How is performance going to be recorded?
  7. 7. Control STAGE 6 KEEPING TRACK OF PROGRESS  Do action performance measurements relate to objectives?  Responsibility for measurement?  Frequency of measurement?  Resources for measurement?  Review of measurements?  Actions on variance?
  8. 8. The Full SOSTAC® model 3M’s of Men Money Minutes
  9. 9. Need Some Help Or Want To Know More?  Email : graham@3dragonmarketing.co.uk  Call me on: 0845 4 673 683  Tweet me: @Graham_3Dragons
  10. 10. Acknowledgements  SOSTAC ® is a registered trade mark of PR Smith.  More information from: http://prsmith.org/sostac  Smith, PR (2015) The SOSTAC® Guide To Your Perfect Digital Marketing Plan, http://prsmith.org/sostac  Smith PR (2013) The SOSTAC ® Guide To Your Perfect Marketing Plan, http://prsmith.org/sostac  Follow PR Smith’s daily updates:  Twitter: @PR_Smith  Facebook: PRSmithMarketing

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