Marketing Plans Organically Grown

by Ed Camp

Organic Gardening is all the rage as we continue to "Go Green" in the new Millennium.  Funny, but it only seems appropriate that an advertising agency or a marketing consultant should encourage each client to take a look at his or her marketing plan in the same way . . . as a natural, growing and fruitful by-product of an ever-changing environment.

What does it mean to describe a marketing plan as organic?  In very simple terms, it means that a marketing plan is a living, breathing thing that changes with the seasons and is ever dynamic.   The same steps involved in keeping a living thing alive have similarities to managing a marketing plan.

Cultivate.  Gardeners tend to their gardens.  Business people tend to their business.  That means constantly reviewing market conditions, judging results of their efforts and taking time to sow more seeds.  The first section of the marketing plan involves a review of market conditions, and it's important to update the marketing plan as things change.

Managing Growth.  Knowing how tall and how wide plants grow is important to planning any garden.  Use the marketing plan to plot the growth of your business, and determine how to direct its efforts.  

Weed and Feed.  Every good marketing plan talks about the areas of the business that need additional attention, using the marketing plan to cut away the dead growth and feeding the business to encourage new growth.  The marketing plan helps determine a course of action.

Adjusting to Conditions.  Gardeners know that the environment can demand a change in tactics.  For business, being honest about what has worked and what missed the mark allows the business person to adjust.  A marketing plan has a section that determines how success will be judged, and being honest about the achievements will insure a better plan moving forward.

Sharpening the Tools.  Keeping the tools needed to grow the garden good and strong makes light work of tough tasks.  The same is true for a good marketing plan, especially when you consider the bulk of the plan describes in detail exactly what tools will be needed to achieve growth.  Using the right tools at the right time makes all the difference!  Neglected tools seldom work well in the garden, and a dusty marketing plan presents the same problem.  Read the marketing plan often.

Storing the Seeds.  As the growing season ends, a good gardener takes stock in what needs to happen for a successful garden next season.  As a business person, establish a time to review the marketing plan as you enter the next business cycle.  Make notes and look for those seeds of genius that will lead to success.

Successful gardeners have an abundant harvest to share with others.  Business persons with a successful marketing plan can say the same.  Keep the marketing plan vibrant and growing.