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What is a marketing plan and why is it important?

Before you spend a cent on marketing, you first have to understand the market and your customers.

why marketing plan is important essay

Companies of all sizes have one thing in common: They all began as small businesses.  Starting small  is the corner for those just getting off the ground. Learn about how to make that first hire, deal with all things administrative, and set yourself up for success.

A marketing plan is a blueprint for launching new products, understanding the intricacies of your market, growing your audience, and promoting your company to customers who want what you’re selling. 

With a well-designed marketing plan, you can design more effective promotions and impactful campaigns, reach your customers with targeted advertising, and track your business success with analytics. Without one, you might as well throw your marketing budget down a well and hope for the best. 

If you’ve been tasked with creating a marketing plan for your company, there are some basic elements to keep in mind. Though every marketing plan will reflect the specific business and industry it’s been created for, most share a few common features and can be boiled down to just one or two simple objectives. In this article, we’ll outline some of the basic elements of a marketing plan and how to write one.

When you’re ready to put the plan into action, WeWork All Access and WeWork On Demand are there to support you with hundreds of dedicated workspaces around the world, so you can seamlessly collaborate on marketing strategy in a professional and stylish office space.

What is a marketing plan?

A marketing plan is a document outlining a company’s future marketing efforts and goals. It can be as short as a single page or made up of many smaller campaign plans from different marketing teams. 

However large and complex those plans are, the idea remains the same: A marketing plan is created to organize, execute, and eventually measure the success of a business’s marketing strategy .

Types of marketing plans

Marketing plans come in as many different shapes and sizes as there are different kinds of business, but they can be broadly placed into one (or more) of a few different categories. Here are some of the most common you’ll encounter.

  • Annual marketing plans. These types of marketing plans arrange campaigns according to when they’re expected to launch, rather than the content of the campaigns themselves. It’s a useful way to get an overview of a marketing strategy for the upcoming year, and to measure success continuously as time passes.
  • Content marketing plans. This is a more content-focused way of approaching a marketing strategy, and highlights the specific channels and audiences you want to reach. Content marketing plans can look very similar to annual marketing plans, but are less concerned with the “when” and more with the “what” and the “how.”
  • Product launch plans. Launching a new product or service requires a specific kind of marketing plan. The main goal is to successfully introduce the new product to the market. But these plans also include the strategies, tactics, and content needed in the buildup to the launch itself.
  • Social media marketing plans. Social media channels are such a vital part of a company’s marketing goals that it’s often wise to create a separate social media marketing plan dedicated to creating advertising and promotional content on these platforms.

What is the purpose of a marketing plan?

A marketing plan lays out your business strategy for acquiring new customers and selling more products and services. But it also serves as a way of analyzing exactly how successful your marketing efforts have been so far. Knowing this information helps steer ongoing campaigns in the right direction, aligns your marketing with your company’s values, and ensures that future campaigns are better targeted and more effective.

To understand why a marketing plan is important, just consider what would happen without one. Your advertising budget would be spent based entirely on guesswork about where your potential customers can be found and what they’re looking for. You’d have no idea which of your campaigns contributed to increased sales figures. And you’d have no baselines from which to build more effective campaigns in the future.

How to create a marketing plan

Elements of a marketing plan.

The basic building blocks of any good marketing plan are focused on objectives, research, competitors, and content. These objectives should be clearly defined and easily measurable goals —ideally no more than two or three—and informed by as much consumer research as you can reasonably gather.

Whether your goal is increasing your Instagram followers, driving traffic to your site, or attracting more cheese fans to your cheese store, set a specific target by which to monitor the performance of any campaign. As you develop your marketing plan and learn what’s effective and what’s not, you can set more accurate targets and begin to hone in on the strategies that really work for your company.

A marketing plan should also describe your brand’s biggest competitors and the campaigns they’re running, as well as identify any openings in the market that would allow your company to grab market share. This is where SWOT (strengths, weaknesses, opportunities, and threats) analysis comes into its own, enabling a company to shape its marketing plan around its own strengths and weaknesses.

Lastly, a marketing plan should outline the content of each campaign. Will your pre-roll video content use animation or live actors? Can you offer discounts and voucher codes to new customers? Will you leverage your mailing list to notify existing customers of a new product launch?

Define a marketing plan strategy

If your marketing plan is a roadmap, then your marketing strategy is the road. The strategy describes which tools you’ll use to hit the targets laid out by the main marketing plan document, and how they’ll be applied.

Here’s where you get down to the fundamentals of selling. Depending on who you ask, there are as many as seven P’s of marketing, though most agree on four core elements: price, product, place, and promotion.

What are you selling? How much are you charging? Where will your customers see it? And how will you promote it to them? Marketing gurus will promise you that if you can answer all of these questions correctly, you’ll be guaranteed boundless success.

Of course, in the real world it’s not quite so straightforward. But the four main P’s are an ideal starting point for anyone creating a market plan from scratch.

How to measure the success of a marketing plan

An enormous amount of effort and investment is poured into monitoring the effectiveness of advertising campaigns, but at some level, consumer behavior becomes what’s known as a black box. You can measure what goes into it and what comes out the other end, but what happens inside the mind of a consumer can ultimately only be guessed at based on outcomes. Even the shoppers themselves can’t reliably report on why they choose certain products over others.

That’s why tracking a marketing plan’s performance alongside more specific KPIs (key performance indicators) is crucial. Advertising spend and sales figures aren’t linked in a simple or obvious way, so measuring success on a more granular level—such as increasing conversions or returning customers—helps create a much clearer picture of how well your marketing plan is doing.

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why marketing plan is important essay

Final thoughts on creating a marketing plan

Marketing plans need to be squarely outlined and adhered to, but they shouldn’t be set in stone. You need to be able to course-correct when something isn’t landing, or lean more into campaigns when they’re working well. 

Quick aside: This is particularly true when it comes to the content of social media marketing plans, which are truly effective only when they’re timely and topical. Memes are a perfect example of this: How often have you seen a promoted tweet deploy some forgotten joke from months ago, presumably because it had been left in somebody’s annual marketing plan?

But while it’s useful to have a flexible approach , it’s important that your marketing plan is resilient and doesn’t flip-flop or bounce wildly between ideas. Move the goalposts too much and your plan will quickly fall apart, leaving your campaign in chaos. Allow your strategies some time to settle in, and even if you don’t reach success, you will gain invaluable performance data for future projects.

Steve Hogarty is a writer and journalist based in London. He is the travel editor of City AM newspaper and the deputy editor of City AM Magazine , where his work focuses on technology, travel, and entertainment.

Rethinking your workspace?

why marketing plan is important essay

Learn the differences between Class A, Class B, and Class C buildings based on their visual appeal, location, and amenities to see which of them best suits your business.

why marketing plan is important essay

Short-term leases can offer startups and established companies some much-needed flexibility

Deducting taxes from employee paychecks.

From federal taxes to 401(k)s, figuring out payroll deductions can be a headache. Here’s how to get started

8.5 Marketing Strategy and the Marketing Plan

Learning objectives.

By the end of this section, you will be able to:

  • Distinguish between a marketing strategy, a marketing plan, and a pitch
  • Describe the elements of a marketing plan

Now that you have a better idea of what marketing is, you are ready to start developing a marketing strategy and plan. A marketing strategy describes how a company will reach consumers and convert them into paying customers. Having a solid-yet-flexible marketing strategy is a good business practice, no matter what kind of business you are in.

A marketing plan is a formal business document that is used as a blueprint or guide for how a company will achieve its marketing goals. A marketing plan differs from a business plan in that it focuses more on market research, attracting customers, and marketing strategies, whereas the business plan covers much more than that, as you will see in Business Model and Plan .

Marketing plans are important tools because they act as roadmaps for everyone involved in an enterprise. Writing a marketing plan forces you to specify goals and develop strategies to reach them, and encourages you to research markets and competition. A strong marketing plan will encourage entrepreneurs to think deeply about their business and profit potential, helping them make better business and marketing decisions. Additionally, a marketing plan can create greater involvement and cohesiveness among employees by clarifying goals and expectations.

A variety of marketing plan templates are available that can be modified to fit your business’s product and/or services. One thing to consider is why you are writing your plan and who your audience is. In addition to planning for your venture, will it be used by employees or potential investors? Different audiences will require different kinds of information. If it’s an employee, then you must include extra details about the operation of the business. If the plan is geared toward acquiring an investor, be sure to highlight the value that will be gained from investing.

Keep in mind that the various parts of a plan do not need to be written in a certain order. Plans should also be seen as flexible guides rather than absolute rules. All good marketing plans are living, breathing documents that help you measure success while allowing for course corrections when necessary. Table 8.8 provides the standard components of a marketing plan.

Executive Summary

The executive summary is just that—a clear and concise summary of the major points of your marketing plan. Though it is placed first, it is generally written last because it is based on the information presented in other subsequent sections.

The executive summary is typically one or two pages long and includes key indicators of success for the business and its stakeholders, which may include company owners, managers, consultants, investors, and banks. Your goal is not merely to summarize everything in your plan but to highlight why people should be interested in your venture. Whether the reader is an employee or a potential partner or investor, the executive summary should seek to not only inform but to excite.

Focusing on the opportunity at hand, what makes your business model special, and the potential financial reward is a good way to capture a reader’s attention. For example, if your business’ strengths include a great marketing team and a significant competitive advantage, you should highlight them as reasons for success. Some readers may only read this section, so make sure you highlight what makes your company special and how you plan on turning that into profit.

Situation Analysis

In many ways, the basis of your marketing plan is found in your situation analysis , which is an examination of the internal and external circumstances relevant to your business and product. A good analysis will provide the logical support for the strategies you choose. For example, the research you conduct here explains why you will develop a certain product, how you will price it, and what you will do to reach your target market.

Good situation analyses often include a SWOT analysis , which looks at a company’s strengths, weaknesses, opportunities, and threats. They also look at future and current competitors, and include market validation research that has surveyed potential customers. This information is critical because it proves that you have done your due diligence on your product and market.

Marketing Opportunity

Assuming your background research has led you to determine that there is a business opportunity, this is where you explain what and where that opportunity is. For example, if your research led you to discover a gap in the market for educational children’s toys, this is where you explain the depth of the opportunity. Here you use your research as evidence to prove to your reader that there is a market gap and that you know how to fill it. If your goal is to get an investor interested, this is where you would let them know what they stand to gain and when they would gain that.

Link to Learning

The US Small Business Administration strives to help business owners initiate and succeed in developing enterprises. Their website is loaded with helpful information, classes, and templates that can help the entrepreneur navigate the intricacies of marketing, as well as provides helpful tips on developing a marketing plan.

Business Model

In this section, your job is to marry the opportunity you saw with the solution you have created. Here you articulate how your competitive advantage and points of differentiation (nature of the solution and its key features and benefits) will provide value to customers and earn profits that will sustain your business into the foreseeable future. What will you do to create value that attracts customers? How will you generate sales? Who is your target market? If you were opening a gym, this is where you would lay out how you will capture customers, the value they will receive, what types of membership contracts will be available to them, and so on.

A great tool for capturing this information is the Business Model Canvas ( Figure 8.13 ), which is discussed in Launch for Growth to Success and Business Model and Plan . The nine building blocks of this model will help you to determine the targeted customer segment, value proposition that you will present each of your segments, channels for the distribution of the proposition or touchpoints, type of customer relationship you will build with your target, types of cost structures and revenue streams based on pricing means, and key resources, activities, and partners that will help you to succeed.

The canvas also allows the entrepreneur to innovate and to change if something doesn’t work out. The point of this tool is to put the pieces of a plan together. 16

Marketing Objectives

Here you present your specific goals and their tangible outcomes. It is not enough to say that you will be very successful without defining what exactly success means. The point of this section is to quantify your goals as units sold, sales/revenue, market share, or some other practical metric. Goals can also include creating measurable brand awareness and developing a certain number of distribution channels.

For example, good, measurable goals might be selling 300 units per month, selling $600,000 worth of product in a year, or gaining brand awareness of 10 percent of your target market in three months. Avoid goals that are unmeasurable or vague, as they won’t help you now or later.

No matter what your goals are, they should be reasonably achievable and as specific as possible. The reason for this is so that later on, you can determine whether you have been successful. If you haven’t, you will know something needs to change.

Marketing Strategies

As mentioned earlier, having a good marketing mix will help your business succeed. As an entrepreneur, you want to segment the market and figure out if there are possible pockets of people whom you can serve. The process of segmenting, targeting, and positioning (STP) will help you figure out who is your best customer and allow you to allocate your resources effectively to serve that market.

After going through this process, you can look at the marketing mix, and depending on whether you have a product, service, or a mixture of both, which is usually the case, you will outline your approach to the 7Ps of the marketing mix.

Action Plan

In the action plan, you detail how things will get done in your business on a day-to-day basis, when they will get done, and who will be doing them. Often, new business owners develop extensive strategies, but they don’t have the people power to implement them. Obviously, ensuring that you have the necessary human resources in place to execute your goals is important. This is the section where you make it clear that you do. For example, if you have a marketing team in place, highlighting their ability to execute your plans will help convince potential investors that you can put your plan into action.

Here you include budgets, forecasts, and any other information that will give readers and potential investors a clear picture of your business’s financial situation. Being transparent and truthful will create trust and goodwill between your company and potential investors.

This section is also important because it will help you determine how profitable your business might be. One place to start is by determining your expenses and future profits. Since most entrepreneurs tend to overestimate these numbers, it is best to develop financial projections for best- and worst-case scenarios, as well as a projection for an average case scenario.

Many entrepreneurs develop one-, three-, or five-year projections to get a sense of future profits and to prove that their business model is sustainable over the long run. Figure 8.14 provides an example.

Key Performance Indicators

Finally, you need to determine your key performance indicators , or how you will evaluate the effectiveness of your strategies, by looking at the progress you have made during a specific timeframe. These include the quantitative milestones that will tell you if you are on the right track, help you analyze your decision-making process and focus on specific strategies, and make changes if these don’t work.

For example, one of your milestones might be a sales goal of $50,000 within the first six months. If you are not on track by the time you hit this milestone, it can be an indication that you either overestimated your sales or your strategies are not working. In either case, you will need to make actionable steps to revise your projections or find more effective strategies.

  • 16 “The Business Model Canvas.” Strategyzer . n.d. https://strategyzer.com/canvas/business-model-canvas

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Why a marketing plan is important for growing your business

why marketing plan is important essay

  • Marketing Planning
  • Marketing Strategy
  • business growth

why is a marketing plan important

I often get asked, why is a marketing plan important?

And I respond by saying that it will help you to grow your business in a much faster and more cost-effective way than if you didn’t have one.

  • It will ensure that you aren’t wasting time and money on activities that don’t align with your goals.
  • It will provide a more strategic approach to the way you implement your marketing activities.
  • And, it will help you to get unstuck, build momentum, and move your business forward to the next level.

Now those are just a few reasons to start. There are many other important reasons, as well.

why a marketing plan is important for growing your business

So, why is a marketing plan important for growing your business?

Well, here’s a list of 7 reasons why you need to develop a marketing plan for your service-based small business:

1. provides clarity and direction.

A marketing plan is a brilliant tool for providing clarity and direction, which is why it’s so important when it comes to growing your service business.

You may know where you want to go and what you want to achieve…

However, without that clarity and direction for how you’re going to get there, it just won’t happen in the fastest and most efficient way.

When you have clarity and direction, you’ll also find that all your marketing decisions become so much easier to make.

Need a Marketing Plan_Get the Marketing Momentum Course Today

2. Aligns your goals and activities

There are so many different marketing strategies and tactics that you can implement to grow your business.

So many in fact that it can become overwhelming and confusing to know which ones to choose.

However, with a marketing plan, you’ll have set the marketing objectives or goals that you want to achieve first.

And be able to align these goals with the specific activities that will help you achieve them.

With aligned goals and activities, you’re likely to achieve that growth much sooner than you would have without a marketing plan.

RELATED: 7 Steps to setting marketing goals you’ll actually achieve

3. Improves your marketing performance

One of the main reasons why a marketing plan is important is because it will help you to improve your marketing performance.

And an improvement in your performance means more leads and growth for your business.

A key feature of your marketing plan is your sales targets and marketing metrics, which will provide the numbers for you to track against and measure your performance.

It will also help you to determine where you have some gaps and could focus more energy to improve the marketing results.

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4. Supports your strategy and sustainability

Why is a marketing plan important for sustainability?

Well, to write a marketing plan, you’ll need to take the time out to ‘work on your business’ and not ‘in your business’.

You’ll also have to take a more strategic view of your business and identify the steps you’ll need to take to achieve sustainability.

One of the main benefits is that you’ll be putting together a marketing budget that is appropriate for your business and will ensure you have a solid return on your marketing investment.

This budgeting will also ensure you aren’t wasting money in areas that won’t deliver business growth.

RELATED: 5 Ways I invested my marketing budget when starting my small business

5. Creates efficiency and saves time

It’s quite easy to get distracted by the latest marketing tool or the new feature that’s just launched on your favourite social media platform.

However, when you do, it’s taking you away from working on the strategic steps that you need to follow to achieve business growth.

It’s also quite easy to spin around in circles when you haven’t spent the time to consider what you should be doing, and in what order.

But, when you have a marketing plan, you’ll know the exact steps to take to achieve your goals.

And, you’ll build that critical marketing momentum that will push your business forward to the next level much sooner.

RELATED: How to write a marketing plan for a service-based business

6. Communicates your goals

It’s incredible how something becomes so much more ‘real’ when it’s written down or shared aloud.

Which is why it’s important to write down your marketing plan and communicate it with your team if you have one.

A written document also removes any potential confusion and communicates the steps you’re going to take to attract more clients and grow.

7. Holds you accountable

By sharing your goals and documenting your marketing plan, you’re also committing to achieving the goals and results contained within.

It provides a reference document that you can come back and review at specific intervals.

And it provides a reminder for what steps you need to follow and the actions you need to take to achieve your business goals.

RELATED: How to develop a marketing strategy and plan for a service business

So, there you have seven reasons why it’s important to write a marketing plan for your service business.

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Hayley Robertson

Hayley Robertson

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Why I Want to Study Marketing: Essay Example

Why i choose marketing: essay introduction.

People often ask me, “Why did you choose marketing management?” Essay presented here aims to answer this question. I decided to choose marketing as a career because it aligns with my personal interests, capabilities, personality, motivation, creativity, and my passion in life. According to Kerin and Peterson, 2009, marketing is an interesting career, which offers a challenging environment to its practitioners, professionals in the field need to be creative and keep updating their skills, knowledge and exposure with time.

When business fields where first introduced in my senior high classes, I knew that my areas was marketing; the lecturer at the level gave a simple explanation what the unit was all about and the kind of people who have been successful in the field. He said it is a field of those people who have creative tendencies; those people who have the ability to think “outside the box” and have the power and self will to move people by their decisions and opinions. I felt the teacher was addressing my potential.

Right then I started involving my critical mind in different areas that I thought at the level entailed marketing; for instance, I would analyze an advert, try to figure out what the creator wanted, what kind of people he was addressing and what he was thinking when developing the advert. With time, I started differentiating effective adverts and those that never addressed the intended need. The spirit of being critical grew in me and I came to realize that I had a mind that was fit for the field.

In college, by dream of becoming an advertiser was reshaped, during inauguration when the difference between the two was polished, I realized that marketing entailed more than I thought and include advertising, which had initially captured my attention; currently no other areas of business capture my interest and triggers my enthusiasm like marketing.

The nature of marketers just excites me, they are forever jovial and optimistic; life is short thus it enjoying it to the fullest should be every ones dream; in the profession, my dream of being a happy person will be fulfilled. During marketers discussions, they are filled with friendliness, ideas, camaraderie, and communication; this motivates me knowing that I am in a professional were people are open to ideas and new concepts.

The world keeps changing; and so does the profession; professionals in the area are also not left behind by the trend; they are always willing to adjust their process, approach and thinking.

Personally, I choose the career out of personal understanding of my own strengths and weaknesses; marketing is a course that require a mind that thinks outside the box as well as one who is guided by high integrity; a marketer is supposed to be observant and willing to learn every time; this is in line with my personal attributes.

My personality according to Hippocrates definitions of temperaments falls on the middles of a sanguine and a Phlegmatic. I tend to be outgoing, self-content, committed, creative, willing to help, and kind. I also tend to be very observant and enjoys keeping to the current treads in business and the economy; local and international; attributes that makes me feel I am in the right profession.

For example in class I may not talk a lot however I always raise an issue that others had not thought about, on the other hand when in the field- I play football since my childhood, I have been the creative one. I am always the one who comes with an idea that unfolds the defense of the opponent.

This is done through being consistent. I am a hardworking person who is result oriented and can effectively and efficiently performs under pressure or minimum supervision or when working for long hours. I am accountable, flexible team player who is innovative and guided by integrity and discipline. Finally, I am a person with leadership skills, quantitative, analytical & communication skills as well as listening skills. These traits required in the career chosen.

Give an overview of the history of profession marketing over the last 100 years and the changes that may have occurred in the profession as well as their impact on the role of the profession.

According to David L. Kurtz, H. F. MacKenzie and Kim Snow, marketing has grown in four main stages, the stages are:

The production stage

This was the period prior to 1925, during this time firms were more interested in production of quality goods and after production, the firms would look for people to buy the products, during this time, what was most important is looking for customers to buy the commodities.

The sales era

During this stage, firms started getting more concerned on how they can match the amount of production and the potential customers. The difference with the production era is that during this era, managers were trying to have a controlled production. This era was between 1925 and the early 1930s (Bournemouth University, n.d).

The marketing era

After the great depression of the 1930s, which was followed by the second world war, firms started another phase of marketing where they were more interested with the kind of products they would sell their commodities to prospect buyers. This was the time that marketing concepts were formulated and theories of marketing produced. The publication of e History of Marketing Thought , by Robert Bartels is seen as the start point of the profession in a more specified manner.

The relationship era

The fourth era of marketing was experienced in the 20 th century; it is the era of the creating a close relationship with their customers. Products are made to fit what the customers want; the company seeks to develop and maintain customer loyalty (Kurtz, MacKenzie and Kim, 2009).

The profession of marketing has been growing since its birth; it has continued to be affected by the growing trends of the market. Different companies are coming up with different methods of marketing with the sole aim of getting a higher share of the market, the invention of computers and concentration of professionals are changing the shape of the profession (Kerin and Peterson, 2009)..

With growth in education and the invention of better business ways, there have been increased campaigns for companies to come up with their own styles of marketing. Scholars have developed theories and advice to the best way of reaching customers. The different viewpoints and establishment of an international marketing body assists in making the profession well known and develop on a certain platform (Kerin and Peterson, 2009).

Computers have aided the profession a great deal; marketers are using the development to create user-friendly way of marketing their commodities to the people. There are new tools of marketing in the market like social website marketing, use of phones as marketing tools, the use of computer graphics among other tools developed by computers.

The marketing profession is upgrading to a profession where marketers aim at creating a close relationship with their customers. One of strong competitive tool is product differentiation; customers are loyal to products that they have had a previous pleasant experience. Companies have kept their production technique as a secret as a way to retain their product differentiation.

However, with advance technology, product differentiation has narrowed; this limits the dependence of a company to its brand name. This has reduced the effectiveness of “Theory of Relativity”.

Marketing executives are now changing the approach to customer relations. This will enhance creating customer royalty not through product differentiation only but also through enhancing customer-company relationship. The sales associates are in the forefront to change their approach to reach the market (Rakesh, 2005).

Hypothesis the possible future of the profession

In the future, the profession is expected to rise and grow further; companies are continuing to develop different approaches to the profession and computers are expected to bring the profession to a greater height.

Social marketing and direct marketing are expected to grow further, this means that professionals in the course will have a chance to take advantage of the scientific inventions and innovation and develop methods that better fit their situations.

Competition among companies is expected to create pressure on marketers to develop new strategies that are unique to their business in the efforts of reaching their target customers. Computer graphics, animations, and creating are expected to dominate the profession as people. The increase of generation Y is likely to shape the approach taken by marketers; they are easily persuaded by strategies that incorporate the computers and computer software, the profession is likely to be integrated to technology.

I am looking forward to an era where sales associates are taught and given room to keep in touch past success; they should be using what they have succeeded in to come-up with new marketing approaches. They should understand what is happening in the trade of their past customers and visit them regularly. At the visit, they pose as business partners as they discuss what the customers, trade is doing and establishing any assistance that their hotel can accord to the customer; this calls for a lot of research on the part of sales people.

In the future, I expect to see consumers being more determined and exercise their rights in that if a certain marketer has misguided them; then they can have a legal suit against the marketer. This will reduce some impunity evident in the profession, when a consumer has sued for certain misleading information, then I predict the burden of proving otherwise will be placed on the marketer and not the company concerned (Möller, 2006).

Why Did You Choose Marketing Management: Essay Conclusion

In college, I am reading widely and am observing the trends in the marketing segment of business; I am taking time to applaud, criticize and challenge some marketing concepts/strategies adopted by companies. I have also been comparing the approach made by Nokia Phone company and Apple Inc.

The practice is building on my knowledge and opening my mind further to what is happening in the real world. After college, I wish to be employed in a marketing firm or in a marketing department of a reputable company; I will not mind starting the profession as a junior officer; I am looking forward to be employed at Toyota Motor Corporation in their head office in Dubai.

Within a period of five years, I wish to have developed knowledge and experience that can enable me establish a marketing firm in the United States of America. In the firm, I will concentrate of marketing consultancy; later, after getting knowledge from players in different sectors, I am looking forward to be a writer of marketing journals and book.

Bournemouth University. (n.d). A brief history of marketing. Retrieved from https://media3.bournemouth.ac.uk/marketing/02defining/01history.html

Kerin, R. A. and Peterson, R. A. ,2009. Strategic Marketing Problems: Cases and Comments. London: Pearson Education.

Kurtz, L., MacKenzie, F. and Kim, S.,2009. Contemporary Marketing . New York; Cengage Learning

Möller, K.,2006. Marketing Mix Discussion – Is the Mix Misleading Us or is We Misreading the Mix?. Journal of Marketing Management, 22 (3), pp. 439-450.

Rakesh, J., 2005. International Marketing. New Delhi: Oxford University Press.

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Importance of Marketing for a Successful Business

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Published: Nov 16, 2018

Words: 1596 | Pages: 4 | 8 min read

Table of contents

Marketing plan and its importance, why customer will going to buy your product, best marketing tools/strategies for automotive dealers, social media management platforms, works cited, situation analysis, target market, marketing strategy, objectives & tactics, sales and budget, reputation of concerning brand.

  • To identify all positive and negative aspects of business over the year
  • Maintain consistency and accuracy in business activities
  • Assessing where in business or marketing activates you are not going on track
  • Reviewing and understanding your competitor’s business and marketing strategy
  • Monitoring for brand mentions and sentiment
  • Working on recommendations to maintain your worth
  • Improving your work plan and strategies.

Marketing Automation Software

  • 23% of automotive patrons use social media to debate or communicate a recent purchase expertise.
  • 38% of shoppers report they’ll consult social media successive time they purchase an automotive.
  • 84% of all automotive shoppers square measure on Facebook, with pure gold mistreatment the platform as a resource for the acquisition of their last vehicle. Facebook permits you torealize your datum with targeted promotions and therefore the capability to find supporters from your membership info on the stage. To stay up engagement consistency is vital. Systematically arrange substance and supply recordings, and specially, react to inquiries and remarks after they emerge.

Website Chat

Pay per click advertising.

  • Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of marketing, 61(2), 35-51.
  • Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
  • Nair, S. K., & White, D. (2013). The role of marketing in the success of a business. Journal of business and management, 12(3), 54-62.
  • Phillips, R., & Bagozzi, R. P. (1986). A critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of consumer research, 13(2), 159-178.
  • Pride, W. M., & Ferrell, O. C. (2011). Marketing. Cengage Learning.
  • Ranjbarian, B., Vafaei, S., & Alipour, H. (2013). The effect of marketing mix on customer satisfaction: A case study deriving consensus rankings from benchmarking. International Journal of Business and Management, 8(14), 126.
  • Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the future. Routledge.
  • Wang, C., & Zhang, J. (2012). The effects of marketing mix elements on brand equity. Journal of Business and Management, 1(1), 23-28.
  • Webb, D. J. (2018). Automotive Marketing: How to use the Web to Sell More Cars. CRC Press.

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why marketing plan is important essay

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Put Marketing at the Core of Your Growth Strategy

  • Marc Brodherson,
  • Jennifer Ellinas,

why marketing plan is important essay

Three ways to use marketing as a lever for growth, according to McKinsey research.

Companies that make the decision to put marketing at the core of their growth strategy outperform the competition, according to McKinsey research. Specifically, both B2C and B2B companies who view branding and advertising as a top two growth strategy are twice as likely to see revenue growth of 5% or more than those that don’t (67% to 33%). Yet their research also showed that few CEOs recognize the potential for marketing as a growth accelerator. They recommend three actions for CEOs to hit the reset button. The first is to define what you need from marketing. While it sounds obvious, their research found that more than half the time CEOs and CMOs in the same company were misaligned on marketing’s primary role. Second, nominate one person to serve as the chief voice of the customer. In two many organizations this is fragmented, and when everyone owns the customer, then no one does. Third, the CEO should function as a growth coach. They should have a handle on the challenges and opportunities of modern marketing, but their job is to draw up the strategy, not toss the ball down the field.

Growth is a perpetual business priority. So it’s imperative that CEOs understand how their marketing function and chief marketing officers (CMOs) can contribute to that goal. Few do — and that misalignment can be costly.

why marketing plan is important essay

  • Marc Brodherson is a senior partner in McKinsey & Company’s New York office.
  • Jennifer Ellinas is an associate partner in McKinsey & Company’s Toronto office.
  • Ed See is a partner in McKinsey & Company’s Stamford, Connecticut office.
  • Robert Tas is a partner in McKinsey & Company’s Stamford, Connecticut office.

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Why a marketing plan is important for your business

Author

Setting up and launching a new business can be an exciting and busy time, so it’s tempting to jump right in to the middle of things, without properly planning your actions.

Whilst this may work in the short term, to have the greatest chance of success, it’s important to take time to plan what you want to achieve as your business progresses.

Part of your work will be marketing your product or service to potential customers and there’s several benefits to putting together a marketing plan to help you achieve your goals. We’ve put together some of the main ones below, just in case you need a little more convincing! 

Helps you understand your customer

Taking the time to put together a marketing plan allows you to think about the attributes of your ideal customer. Once you know and understand this, it makes it a lot easier to plan your marketing activity and how best to reach your target audience with your product or service. 

Allows you to set measurable goals and objectives

Having a marketing plan in place will give you the chance to write down your goals and objectives, which in turn will keep you more aware of meeting them and how to achieve this. If your business is more than just you, it also allows everyone to be on the same page and be clear about what you are trying to achieve. 

Prevents rushed decisions

Having a strategy and structure for marketing in place means there’s less chance of going off in the wrong direction, chasing the latest new trend that may not help to actually meet your business goals. It helps to keep everything on track, and allows you to plan your activity to align with key events of the year, which may be relevant to your business. You will likely have limited time and budget to complete marketing, so you want to ensure you’re spending it on worthwhile actions. 

Helps to keep track of your successes

Writing down your marketing actions ensures you keep a clear record of what has been done and means you can also monitor your successes, and those things that didn’t work quite so well! This in turn means you can assess your activity against return on investment and plan effectively for future years, knowing what does and doesn’t work for your business.

These are just a few of the benefits of having a marketing plan, whether you’re a small business or a larger corporation. If you would like any more help or advice, please do not hesitate to get in touch. 

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The importance of campaign planning, according to a campaign marketer

Why is it important to plan your marketing campaigns? We spoke to a Campaign Marketer about the 3 key benefits of setting out a plan before you go live.

1. Foresight

2. omnichannel synchronicity, 3. reporting and scalability.

What’s marketing without some good old fashioned planning? 

Many marketers still don’t build their strategies around campaigns, or if they do use marketing campaigns, they cut corners on the most crucial element – the planning bit.

So why is campaign planning important? And what are the benefits of setting out a well-informed plan before jumping in headfirst? We asked James Sutton , Campaign Marketer at Cognism , to give us the low-down on the three biggest reasons why campaign planning is important.

Want to learn the basics of campaign planning and how to use data to level up your campaigns? Grab a copy of our free Beginners’ Guide to Campaign Planning here:

why marketing plan is important essay

The beginners’ guide to campaign planning

Working at a campaign level can transform the effectiveness of your marketing. Find out what it means to work at a campaign level and how you can get started with this free-to-download campaign planning guide.

why marketing plan is important essay

James Sutton

Campaign Marketer

“The pitfall of kickstarting a campaign without a clear, formalised plan is that you’ll rush in headfirst, and later find that you’ve missed something, or could’ve done a better job. Having a clear, data-led plan from the outset makes all the difference. 

Before you jump into a campaign, you should always build out a timeline. A campaign timeline makes sure that you and your team understand what needs to be done, when, and (crucially) why. This accountability ensures that your creatives are delivered with time to spare, and you’re prepared for any speed bumps along the way.”

“This is a fancy way of saying that you should be consistent across marketing channels, and planning campaigns properly is a great way to help you do that. In your plan, you should review every available channel, mapping out how multiple channels interact to create a better customer journey (and increase conversions). If you use LinkedIn ads and Facebook ads, think about how they might interact. The same goes for synchronising SEO and Google Ads. Keep it consistent!

Your focus should always be on ease of conversion down the funnel – that’s a fundamental of omnichannel campaigns. Mapping out your channels also clearly defines what happens at each stage, which makes it easier to identify and tweak any underperforming channels.”

marketing channels

“Maybe you’ve done a two-week sprint to test out a new campaign idea. Did it work?

A marketing campaign plan gives you the framework to evaluate your success, highlighting data points for review, and outlining what success looks like for this particular campaign. 

This is crucial for any campaign; what went well? What didn’t? Did everything go as expected? Not only will setting objectives early on help you to optimise this campaign, but also any similar campaigns you run in the future. 

The campaign plan gives you a foundation from which you can expand your initial ambitions. You’ve had some success – what’s next? It’s not just about optimisation. You’ve already identified which channels work – it’s time for some A / B testing, iteration, experimentation! A good campaign marketer should never sit still.”

Planning is a crucial step in refining any marketing strategy. Whether it’s identifying your audience, choosing your channels, or coming up with creative, data should be at the heart of every decision you make. Get your free copy of our Beginners’ Guide to Campaign Planning to start levelling up your marketing strategy today:

why marketing plan is important essay

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Importance of Marketing: 6 reasons why marketing is so essential

by Tyler Rice | Apr 20, 2020 | 2 comments

marketing is essential

Importance of Marketing: 6 Reasons why Marketing is so Essential

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Sure, you may understand that marketing is an essential part of any business- but why is it SO important?

The way marketing works and is defined has changed over the years as the business environment has changed drastically .

While there once used to be major organizational differences between the marketing and sales departments, they are often one and the same today.

is marketing important

Marketing is no longer “ working with sales teams ”. In the current business environment, marketing IS sales. It is no longer just a channel to persuade potential consumers or a vice to convince people to choose one brand over another.

It is the single most important factor for growing a business and generating sales. It is the research, promotion, selling, and distribution of your products and/or services.

6 Reasons Why Marketing is SO Important

Marketing sells, competitive advantage, business expansion, customer satisfaction, brand image.

Let’s explore the reasons in detail as to why marketing is essential for your business.

First and foremost, marketing helps generate income for your business. No matter how awesome you think your product or service may be, you still need to inform people about it and influence their thought process.

That does not necessarily mean that you can automatically generate sales by placing your logo on an internet banner or including an advertisement in your local magazine. It takes strong research to understand WHO your audience is and the best channels to reach them. On top of that, it is essential to understand the psychology of your audience and how they think and live their lives to successfully market to them.

This is all a part of marketing and is something that can take hours to begin and a lifetime to master.

Marketing can give you the leading edge over your competition. If you understand your target audience through market research, then you will be able to craft more meaningful messaging and branding as opposed to other companies in your industry.

In another sense, if you have twice the marketing budget as a competitor, then you can put your brand out there in front of potential customers twice as much. Regardless of if you have a large or small budget, it is important to constantly test your messaging and which channels work best to reach your audience to make your cost-of-acquisition lower than other competition in your industry.

So many factors in gaining a competitive edge boil down to marketing. With the proper research, budget, testing, and understanding in your marketing efforts, you will be able to effectively handle your competition.

Expanding your business could mean many things including opening additional franchises, extending the patio of a restaurant, or increasing your monthly customers of an eCommerce business. Regardless of the specific situation, it is going to require strategic marketing to be able to support the growth of your business.

For example, let’s say you are opening up additional franchises of your electronics store around the state.

You might use marketing to send out notices to the local publication to be featured in the news. You could find yourself hosting a “Grand Opening Sale” to generate hype and creating online advertisements to inform prospective customers. You would also want to make sure to add the new location to Google My Business and various online business directories- so you can begin building an online presence for those searching online for electronics stores in the area.

If you are increasing customers for your online eCommerce business, you might create a sales funnel to convert cold leads into customers- which is a common marketing model used for the online sales of goods and services. This method is a fantastic way to make a business more successful and efficient.

Making a business more efficient can be done in multiple ways that exist beyond marketing. If you own a restaurant, then making your business more efficient could mean better training videos or switching to a low-cost oil for the deep frying. If you are an online eCommerce retailer, that might be done by testing different sales funnels to see what comes up with the lowest cost-per-acquisition.

Either way, efficiency is about accurately identifying what is NOT working and either making it better or removing it completely.

Let’s explore how marketing would make a business more efficient with a sales funnel.

A sales funnel is a multi-step process that leads an individual (or business) from your target audience to becoming a paying customer.

Steps of the Sales Funnel

This stage is all about informing your prospective customer of your business and the solution you provide to their problem. Remember, this stage is not about telling people about how awesome your product is- it’s about providing them a solution. Stop talking about your products and start talking about the benefits for users.

Now that your potential customer knows about the solution your business provides, it’s time to spark interest in your products or services. It is this stage you want to convert a user to a lead. You can do this by offering a lead magnet (an irresistible offer you can use in exchange for users’ email address or phone number) or by educating them further on your solution for them to be more involved with your brand.

At the decision stage, the prospect might be interested in a handful of options. At this point, a user might be comparing different products or services side-by-side, searching for special offers, or reading up on customer reviews. It is important to keep users engaged during this time and to have customer testimonies and reviews backing your brand.

This is when the user is ready to make a purchase and has made up their mind that they would like your solution to their problem.

The end of the sales journey doesn’t end with the purchase. You want to keep customers engaged and happy in order to remain loyal. This will keep them purchasing from your business and also spreading the word about your brand.

importance marketing infographic

Business Efficiency with the Sales Funnel

You will create different assets, resources, and forms of communication for each step along the sales funnel to lead a potential customer towards a purchase. A customer reads an article on your website, then sees an advertisement on social media, joins your email list, decides to choose your brand with an irresistible offer, then makes a purchase. Once you have each step mapped out, it is then time to get analytical .

How many people go from Step 1 to Step 2? How about Step 2 to Step 3? Will a different email headline in Step 3 increase conversions?

This is how you can be more efficient with a business that has a clear and organized sales funnel. Let’s say that 1.8% of people who engage with your Facebook advertisement end up signing up for your email list. How do you get that number to 4%- or 5%?

You can consistently optimize and test your sales funnel to make sure that your business is paying the least amount of money to obtain customers, making your company more efficient.

Remember that talk about providing a solution to a user’s problem? This is where your business is going to shine when it comes to customer satisfaction. This is going to be the key driver for customer loyalty and long-term customer value.

If your business is still stuck on the “ selling your product ” thought process, then you will lose out on customer satisfaction. People do not want to be sold. They want a product or service that is going to help them out and benefit them with their wants and needs. The way you convey this message is going to be extremely important and if done correctly, customers will feel happy about their purchase since they are having a problem solved.

Take a marketing agency for example.

They can talk about all the services they offer: SEO, social media management, website design, graphic design, etc. but is that really what the customer cares about?

A better approach would be to tell a prospective customer that the agency can double their business in a year or increase sales by 20% each month.

Marketing is a huge factor for building and maintaining a positive brand image. You can use brand awareness campaigns to influence people on how they see your company. You can also pass along good information as well as try and remedy a bad situation with marketing.

Say for example that your business started donating 20% of profits to a local non-profit. This is certainly good information that would be good to pass along to the general public through multiple marketing channels like social media, email, and an online article.

On the other end, maybe your business runs into a scandalous situation with an employee that had to be let go. This could ruin a brand image and reputation very quickly so it is important to be on top of those situations and prepare to talk to the public to mend your brand image.

And it’s OK to make mistakes with your business. We all make mistakes and your customers will trust you even more when you own up to the mistakes rather than trying to place blame on others.

Is Marketing really THAT Important?

We would go one step further and say that marketing is the single most important factor to build your business. It is a crucial step in the growth of your business as well as increasing revenues. Becoming efficient at marketing can take a lifetime to achieve but in order to continuously make costs lower and revenues higher, it is important to keep improving on your current efforts.

NAKALIISA SANDRA

It’s really been of good help to me and has enabled me to acquire more knowledge about the marketing concept

Lowasiya Luwan

very impressive. I appreciate the view about the a business runner will be successful by using a sale funnels systems along marketing to deal with the marketing environment

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Brand Purpose: What It Is and Why It's Important

Saphia Lanier

Updated: March 11, 2024

Published: October 15, 2023

Consumers support brands whose corporate purpose aligns with their own values. That’s the finding of a recent report by the World Economic Forum — and it makes sense. As consumers have become more aware in recent years of how businesses affect everything from society to the environment, many have begun to actively seek out businesses that have a strong track record of corporate social responsibility . 

Brand purpose: a phone and two computers.

With this in mind, companies with a “big” brand purpose will find it easier to build trust and earn the business of like-minded consumers. And businesses not driven by purpose may miss the chance to attract them.

Table of contents:

What is brand purpose?

Why having a brand purpose is important, brand purpose examples, brand purpose statements.

A brand purpose is the reason behind a company’s operations. It’s what determines the products or services that a business offers, as well as how and why a business serves its target market. Further, it represents your brand’s identity . 

In most cases, the company’s purpose is a sentence or paragraph that acts as a guiding light for all of its strategic decision-making. 

A brand without a purpose is a ship without a compass. One year, it may rally behind a trendy cause, and the next year support a mission that contradicts its previous stance.

The issue: Customers will perceive that brand as disingenuous or unreliable. And many of today’s savvy consumers won’t buy from brands that lack a genuine purpose.

A Razorfish study shows 82% of consumers make purchases with purpose in mind. Another survey reveals that 44% of consumers are purpose-driven, meaning they exclusively support companies that align with their values.

This proves two key points:

  • Brands must possess a clear purpose and communicate it to their target audience to foster trust and loyalty.
  • Brands must take a stand, even if it means parting ways with some customers or partners along the journey.

The purpose driving your brand may not resonate with every customer, and that’s all right. The objective is to attract the right audience, not everyone. So, think carefully about the reason behind your brand and how it relates to your ideal customers.

Benefits of having a brand purpose

When you nail your brand’s purpose, it can bring a number of advantages that help you:

  • Differentiate your brand from competitors: A brand purpose gives your company a unique stance to stand out in a crowded marketplace.
  • Rally your teams around a cause: When everyone understands and embraces your brand’s purpose, it puts everyone on the same page and fosters unity and collaboration. Reports show that purpose-driven employers see 40% higher retention levels than those that aren’t. 
  • Build long-lasting customer loyalty: A clear brand purpose helps you connect with your target audience deeper, creating a strong emotional bond and fostering long-term customer loyalty.
  • Drive innovation and creativity: A well-defined brand purpose inspires your teams to think outside the box and conceive innovative solutions, leading to new products, services, and experiences.
  • Attract and retain top talent: A compelling brand purpose attracts like-minded individuals who are passionate about your mission, leading to a more engaged and motivated workforce. One survey shows 75% of leaders agree that a business strategy built around purpose leads to better talent attraction and retention.
  • Enhance your brand’s reputation: A brand purpose that aligns with the values and aspirations of its target audience builds a positive brand reputation and fosters trust and credibility.
  • Create meaningful impact: A brand purpose allows you to make a positive difference in society by addressing social or environmental issues, creating a sense of purpose and fulfillment for your brand and its stakeholders. Based on Razorfish’s research, buyers are 32% more likely to purchase from a brand with social advocacy than one offering a personal benefit. 
  • Increase customer advocacy: When customers resonate with your brand purpose, they become passionate advocates, spreading positive word of mouth and driving organic growth for your business.
  • Adapt to changing market dynamics: A brand purpose serves as a compass, helping your company navigate challenges and adapt to changing market trends and consumer expectations.

There’s no one-size-fits-all approach to brand purpose. However, you want to ensure that yours ties to your overall vision and brand strategy . 

Here’s a look at companies with powerful brand purposes that make a positive impact on the world and their revenue. 

  • Seventh Generation: Seventh Generation’s brand purpose is to “inspire a consumer revolution that nurtures the health of the next seven generations.” It acts out its purpose by creating products that are environmentally friendly and safe for people and the planet. Seventh Generation uses plant-based ingredients and avoids harmful chemicals in their formulas. Plus, it advocates for policies and practices that promote sustainability and reduce environmental impact.
  • Toms: Toms’ brand purpose is to “improve lives through business.” It fulfills its brand purpose by following a “One for One” model: For every pair of shoes a customer purchases, Toms donates a pair to a child in need. They also fund medical treatments, clean water initiatives, and education programs in communities worldwide. Toms’ purpose-driven approach aims to improve lives and create positive social impact.
  • Zoom: Zoom’s brand purpose is to “make video communications frictionless and secure, empowering people to accomplish more.” It lives out its brand purpose by providing a user-friendly and secure platform for videoconferencing and collaboration. Zoom focuses on making frictionless video communications so people can connect and collaborate from anywhere. 

These examples show you can have a big-picture purpose that’s socially responsible or that simply makes lives easier for a specific group of people (like business professionals). 

Your purpose statement communicates your brand’s core values and how they’ll impact customers’ lives. 

Here’s a look at purpose statement examples for brands in different industries.

In the crowded retail space, you must have a distinct purpose from your competitors to stand out. One way to do this is to opt for sustainable practices.

Here’s an example of a one-line brand purpose statement for a retail company:

“To empower individuals to express their unique style and embrace their confidence through trendy and sustainable fashion choices.”

And how you could present this to shoppers:

“Picture this: You and your friends, together as a unified force, expressing your individual style and embracing your confidence through the latest, cutting-edge fashion choices. No more settling for mediocrity or conformity. With our trendy and sustainable clothing options, you can stand out from the crowd and make a statement that’s uniquely yours.”

Technology evolves rapidly, bringing forth new startups that seek to disrupt their relevant industries. Having a purpose is one way to keep your company relevant.

Here’s an example of a one-line brand purpose statement for a tech company:

“To simplify and enhance lives by providing innovative and user-friendly technology solutions that connect and empower individuals.”

And how you could present this to customers:

“Imagine a world where technology is not only advanced, but also intuitive and user-friendly. Our innovative solutions connect and empower individuals, making their lives simpler and more fulfilling. Say goodbye to frustration and hello to seamless integration. With our technology, you’ll wonder how you ever lived without it.”

Hospitality

Whether you own a hotel, hostel, or another business in the hospitality industry, having a purpose statement can help you attract the right guests. 

Here’s an example one-line brand purpose statement for a hospitality company:

“To create unforgettable experiences and moments of relaxation for guests, offering a sanctuary of comfort and tranquility.”

And how you could present this to the public:

“Close your eyes and envision a place where every moment is filled with relaxation and tranquility. Our hospitality industry creates unforgettable experiences, offering a sanctuary of comfort for weary souls. Indulge in the luxury of pampering yourself and revel in the peacefulness that surrounds you. Welcome to a world of pure bliss.”

Food and Beverage

Today’s consumers are more health-conscious and picky about where they purchase their food. Showing how your brand cares for their well-being can lead to more people consuming your goods. 

Here’s an example one-line brand purpose statement for a food and beverage company:

“To delight taste buds and nourish bodies with fresh, locally sourced ingredients, promoting a healthier and more sustainable food culture.”

And how you could present this to prospective buyers:

“Let your taste buds dance with delight as you savor the flavors of our food and beverage industry. We believe in using only the freshest, locally sourced ingredients to nourish your body and promote a healthier lifestyle. Join us in creating a sustainable food culture that not only satisfies your cravings, but also supports the environment.”

Your goal isn’t to generate big bucks for yourself, but you still need to earn revenue to sustain your operations and support your mission. If any business understands purpose, it’s a nonprofit. 

Here’s an example one-line brand purpose statement for nonprofits:

“To make a positive impact on communities by empowering individuals to become change-makers and creating opportunities for growth and development.”

“Be the change you wish to see in the world. Our nonprofit industry empowers individuals to become change-makers and make a positive impact on their communities. Together, we can create opportunities for growth and development, helping those in need to thrive and succeed. Join us in making a difference and be the catalyst for change.”

Whatever direction you go in for your brand purpose, promote it throughout your organization to ensure alignment and consistency remain. A misaligned marketing campaign or PR statement could potentially unravel all your hard work overnight. Then once you’re aligned internally, share your purpose with the world. 

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