Tactics, Actions and Control: How to Write the Perfect Plan using SOSTAC® Planning methodology
In Part 1 we looked at introducing SOSTAC® Planning methodology.
In Part 2 we looked at Situation Analysis (where are you now?) which included customer analysis, competitor analysis, company analysis and external trends analysis.
In Part 3 we looked at briefly Objectives (where are you going?) and Strategy (how do we get there?)
In part 4 of 4, we will explore the final three sections of a SOSTAC® Plan: tactics (the details of strategy e.g. the marketing mix) , actions (how do ensure excellent execution of the tactics) and control (how do we know we are getting there?).
TACTICS - the details of strategy
As mentioned in Part 3, tactical decisions are driven by the overarching strategy
e.g. crystal-clear target markets and positioning statement make tactical decisions much easier and more effective.
The traditional marketing mix includes decisions which marketers have to make about the 7Ps.
Digital means that most products are now also services (as their website and subsequent bots add a better service experience. VR (Virtual Reality) also converts products into a service experience. EV now use AR (Augmented Reality) to help customers experience the product before buying it. AR adds value to the service experience as customers find menus, recipes, tips and tools in a 3D environment, when they view the packaging for a product!
Promotion (or Marketing Communications) is just one of the 7Ps. We don’t have time here to explore all the Ps, but suffice to say for now that all MarComms should be leveraged and integrated with as many other comms tools as possible (e.g. graphics created for an ad or a presentation can, with permission, be re-used at exhibitions, or as merchandise, or social media posts or other marketing content). This gives you more bangs for your buck as well as a sense of consistency.
Tactics and AI
AI has helped marketers significantly with creating and producing content marketing posts, tweets (Xs), articles, playbooks, visuals, videos, animations and much more. AI is also used to determine prices, compare distribution channels, enhance products (benefits and features), new product development and a lot more.
Beware of the typical disadvantages of using AI including (1) inaccurate content (from biased data, hallucinations, model collapse), IP infringement, privacy infringement, homogeneous content, hidden costs, unintended consequences …) .
ACTIONS - ensuring excellent execution of the tactics.
Many great strategies supported by really clever tactics fail because when they are handed over to the team to execute, staff sometimes resist or even resent the strategy and tactics . Particularly, if it involves change.
Some people have a neurotic resistance to change. Other people simply won’t know how to execute it, because they don’t have the skills or knowledge required to do so e.g. if you introduce a lot of AI in your plan, you must train the staff to use it. To summarise the Actions section of your plan – it is all about ………
Internal marketing which comprises:
- Communication – take time to talk with your staff about the plan.
- Motivation – explain how the new plan will help them (targets achievement, bonuses, jobs).
- Training (from formal skill straining to delivering detailed checklists and prompts)
This will help you to get your team to execute with passion and excellence. This is all about creating a culture that (a) wants to win and (b) wants to be excellent.
CONTROL - how do we know we are getting there?
Your plan needs to include control systems and metrics that let you know whether you are on target to achieve the objectives which you set earlier. You don’t want to wait until the end of the year, when it’s too late, to change your tactics. You need early warnings.
The ‘Control’ section lists which KPIs are measured daily, monthly or quarterly. This section of your plan also specifies who measures what, when and how much it costs (some measurement tools are free and some cost (like sentiment analysis or a brand awareness survey).
Remember, the metrics you measure keep you on track. The major measurements/results will be used again in the next situation analysis (company analysis / performance and results). These, in turn, will help you to set even more informed and more realistic objectives in the next plan.
4Ms Key Resources
Finally, include the 4Ms in your plan: money (budgets), minutes (timescales), men & women (human resource + agencies) and megadata (data - what data do you need?).
Don’t Miss PR Smith’s:
[1] 1-hour webinar Business Planning enabled by AI - Worshipful Company of Consultants 5pm Thurs 14 Nov 2024 – recorded for participants’ use only. Please do not post this video anywhere as there are multiple legal restrictions from 3rd parties.
[2] 30 minutes live chat AI, Innovation & Ethics in Business – on Linkedin every Fri 1pm (UK time)
[3] 1-Day SOSTAC® Masterclass (central London) Thurs 30 Jan 2025
[4] Becoming a SOSTAC® Certified Planner (online course)
