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Episode LinksJanine CoombeLinkedIn: https://www.linkedin.com/in/janinecoombes/ YouTube: https://www.youtube.com/channel/UC8BWALizli9ioklqzrt8l8w Books:\\xa0Mindset - Dr Carol Dweck: https://amzn.to/2X2iIJ4

Pearls of Marketing Wisdom

Who would you go to if you wanted to understand the importance of a marketing plan? We\\u2019ll be chatting to just that person in a minute and later on in this episode we\\u2019ll also discuss what SOSTAC stands for \\u2013 spoiler alert \\u2013 its something to do with a marketing strategy!

Right, back to our amazing guest this week, Janine Coombes. Janine is a marketer that helps small businesses develop and execute their own marketing plans, with simple, easy to follow strategies. And Janine does all this in a lighthearted way that is infectious, just check out her videos!

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Takeaways

- So many people mistaken marketing communications for a full marketing mix. As Janine pointed out, the communications part of a marketing plan is just one element and although vita, this is a step that comes after all the planning, setting objectives and the strategic direction stages of a marketing strategy. Without these it\\u2019s impossible to know who your communications are aimed at and which channels these comms should be designed for \\u2013 let alone the overall direction of the organisation.

- Ever heard of Ansoff\\u2019s Growth Matrix, no? Check it out. Although it was originally designed in 1957 and published in the Harvard Review, it still holds relevance in today\\u2019s marketing planning. It helps to highlight the strategic direction a company should or could take and the risks that come with this change in direction. Janine also uses this model to highlight where a company may be spreading themselves to thin and pulling in different directions with no strong singular vision, which is an excellent use of this model.\\xa0

- And finally, Janine\\u2019s own style of comms. Janine uses LinkedIn and YouTube to provide followers with a unique and true to her own personal brand style of video, using characters to describe certain aspects of Marketing, aspects that Janine herself is an expert in, in her own way.

This only has any success however, if the comms style matches the person or business. Imagine turning up to a meeting you thought was going to be formal and corporate (due to the messages you\\u2019d been receiving), to only find out that it is a relaxed and care free culture, the two wouldn\\u2019t match, a false impression is given and trust will be lost\\u2026. Not a great start!

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Top Tip - SOSTAC

This is my favorite marketing model, yep, I\\u2019m that geeky I\\u2019ve got a favorite marketing model. And I was so fortunate to chat with its create PR Smith in Episode 10 of Marketing Study Lab, where PR Smith described how it has been used for planning marketing strategies as well as other large projects, including a wedding!

So why is it my favourite?

Simple. Because it\\u2019s simple, versatile and provides a complete vision of the now, the future and how to get there.

So very briefly, how do you use it:

Situation Analysis

The where are we know, a review of the internal and external environments so you know exactly where you fit within the wider market, what impacts and influences are effecting you and how internal aspects shape an organisation

Objectives

Where you want to go. Now you know your situation, it\\u2019s time to set some objectives in terms of where you want to be! This can be as long or as short as it needs to be; 1 year, 3 years, 5 years, even 10 years.

Strategy

The strategy is the overall direction that you need to go to meet your objectives. Think about it like taking a road trip. You know you want to get from A to B, the strategy tell you how you...'