Create a Face-to-Face Marketing Plan in Four Steps: Part 3
AUTHOR: Derse / December 8, 2017
With a foundation for your F2F marketing plan in place and a set of specific strategies outlined, it’s time to determine the actions you will take to meet your goals. This week, we’ll talk you through selecting tactics.
What will you do to put your strategy into action?
Step 3: Align Your Tactics
Tactics are the roadmap for what you will do to put your strategy into action. Creating an action plan for directly supporting each of your strategies keeps your budget in line and your end-goal in sight. Here are two guidelines to help you identify the best-fit tactics for your plan.
- Consider multiple tactics for each strategy. More times than not, your strategy needs a multi-faceted approach to meeting an objective. For example, if you seek to shift brand perception with medical professionals through targeting trade media editors, you’ll need to do more than hold a single media event at RSNA. Rome wasn’t built in a day, nor is your brand’s ideal image.
- There is no blanket approach. Repeating the same tactics at every show to meet the same objective is counterproductive. Take into account each show’s timing, the nature of the conference, and your audience, then tailor your tactics accordingly. Increasing brand awareness at a medical-focused show like HIMSS requires a different approach than a builder-centered show like KBIS.
Once the tactics are established, your plan is not complete! Check back next week for the final step in creating a successful face-to-face marketing plan: tracking your results. If you’re too eager to wait, download the white paper, “How to Write a Face-to-Face Marketing Plan”, for the four step process in full.
- f2f marketing
- Face-to-Face Marketing
- face-to-face tactics
- marketing plan
- program strategy
- Trade show strategy