Good Practice: Actioning the Plan

Make sure you allow staff to get on with their marketing tasks, but, equally, make sure you do not neglect them. Create a forum for those involved in the creation and implementation of the strategy so that problems and difficulties can be discussed. Work together at devising solutions. Build a supportive atmosphere, rewarding those who are staying on course and encouraging those who are not.


Although staff may be involved in implementing only a small part of the strategy, an inclusive forum will enable them to see the bigger picture. Use the forum to receive and discuss progress reports. By sharing these with staff, you will help them to see the benefits of marketing activity and strengthen their commitment to implementing a succesful strategy.

Question to ask yourself:

• Have profits increased since the strategy was implemented?
• Have we seen an increase in our customer base?
• Have we attracted a greater number of orders, or larger individual orders?
• Has the number of product/service enquiries risen?
• Has awareness of our organization and its products or services increased?