It is always best if a company has a full blown Marketing Plan in place before they begin designing their marketing activities, promotions, and materials. Though it isn't always the fun part, it is integral to success. Many companies labor over what their websites should say, or do, what type of brochure they're going to design, or what event they should attend. None of this really matters without a Marketing Plan. Once the Marketing Plan is developed, the solution to what to do about websites, direct mail, advertising, events, etc. will become obvious, and the implementation much easier not to mention much more effective.

Unfortunately, we don't always get what we want. If your company does not have a minimum of one month to develop a Marketing Plan before working on some marketing activity, make sure you have these four things in the works before you head down any path of implementation.

• Get consensus from management on your positioning and draft a 25, 50, 100 word version of that position. Then use this copy in everything you produce.
• Have at least a draft of a brand style guide that documents logo, color, and font usage, and follow it religiously.
• Define your target audience, and make sure your activity plans meet their needs.
• Get started on your Marketing Plan!