How to Run a Marketing Retreat

Most small businesses and not-for-profit organizations do not have a marketing plan in place ... outside of the mind of their leader, that is ;-)

Here is a really simple and effective way to create a marketing plan in just 1/2 a day that can guide your strategic direction and tactical execution. Most importantly, it will get everyone on the same page with marketing, which ultimately leads to more consistent, meaningful marketing programs.

A. Plan your retreat: Invite your top executive team and/or your Board of Directors to attend a 3-4 hour marketing retreat

B. Prime your attendees: You don't want people to show up cold, so send them an agenda in advance and some questions to consider.

C. Hold the marketing retreat: meet for 3-4 hours an evaluate the following key areas of marketing:

1. Key marketing messages – Who are you? What do you do? Why do you do it? For whom do you do it? Etc.
2. Marketing goals – what specific goals are you trying to accomplish?
3. Existing/past marketing activity review – what works/what doesn’t work?
4. Additional marketing tactical brainstorm – what should the organization be doing to achieve its marketing goals?

D. Write a marketing plan: Your meeting will be useless unless you put something in writing afterward. Your Marketing Plan will drive strategic direction and tactical execution. It can be handed off to a consultant or in-house marketing person.

I have run many marketing retreats for clients, and I strongly recommend having a neutral third-party facilitator to organize, run and follow up by writing the marketing plan for you. Let me know if you want more information about how you can hire a good consultant to guide this process for you!

-Virginia Ginsburg
310-453-7008