Do you have a marketing plan? If not, you are missing a trick … are you an Alice or the Cheshire Cat?
“Would you tell me, please, which way I ought to go from here?” asked Alice.
“That depends a good deal on where you want to get to” said the cat.
“I don’t much care where …” said Alice.
“Then it doesn’t matter which way you go” said the cat.
If, like Alice, you don’t much care in which direction your company goes then knee-jerk (or ad-hoc) marketing will serve you well. If, on the other hand, you know where you want your company to be then a marketing plan will get you there.
For more in-depth information on what to do to create an effective marketing plan have a read of this article – Plan, plan and plan again.