AEE Forums

Two unexpected gems I picked up at this week’s Learning Circle on “Asking the Right Questions” were: 1) ’ we have the responsibility to drive an understanding of the marketing plan through our organization’ and 2) ‘the marketing plan should focus on the new, most impactful tactics’ rather than repeat description of those tactics that happen year after year.

I realized I get bogged down in the details of the plan, and because it is time consuming to take the entire staff and board along with me, I expect them to read and digest the annual marketing plan on their own, so I can go off to my corner desk with my head down to implement it.  What tends to happen in meetings as a result, is we review sales, and then I end up having to do these long monologues reviewing EVERYTHING we are doing with every segment, so they can offer constructive comments.

But focusing on the NEW and most VITAL tactics each year, should be much more digestible for the rest of the organization, and should provide a focus for the regular marketing updates to the staff, marketing committee and board.  That way I can save my breath, and report on measurements and results for those particular initiatives. 

Whew!  I’m looking forward to more focused, productive reports in near future.

Research has shown that humans can only take in and remember 7 points at one time.  You want to make sure your “7” points are the ones that will have the most impact.  As we said, be the architect of your plan and your presentation.

Hi there.  I am quite frustrated now about the homework.  Are these really templates?  I don’t seem to be able to fill in the Core Audience stuff. 
Also, I know little about research alternatives, what they cost, how to implement them.  I can write all sorts of stuff in that second template for a research plan but, to be honest, I will be making it up.  I thought that’s what these sessions were going to do - teach me about research options and what they involve - and how to make the right research decisions given the marketing issues. 
Also what on earth does the question ‘How Do my Patrons define my experience value?’ mean?  What does that have to do with attracting my new audience?  Does that mean I am going to research my current audience and then work out how to attract my new audience?

I will dutifully fill in these forms.  But I hope that some of this is explained at the next Tuesday session. 
I apologize that this posting sounds so grumpy but I am having difficulty with completing this task. 

Penelope

Hi Penelope,
Would you like to speak with Brenda and me tomorrow morning (Monday) before 10AM to go over?

Kelley

Thanks.  Will do.
Penelope