1. Encompasses what your business is all about
2. Defines what is unique about your business
3. Identifies your target buyer
4. Defines who your competitors are
5. Illustrates your positioning message
6. Identifies your distribution channels

Why Is A Marketing Communications Plan Important?

It is used to judge the appropriateness of each action your business takes Provides specific goals and guidelines for management and employees to follow It serves as a "blue-print" for increasing business revenues Gives specific rationales and tactics to implement on a monthly basis to improve your "bottom line"

An overall marketing strategy should define the business; discuss the strengths, weaknesses, opportunities and threats; position the business as a leader, challenger, follower or niche player in the particular industry; define the brand or business personality or image that is desired in the minds of buyers and end users; and discuss specific strategies and rationales to meet business objectives.

There are several questions that should be answered for every business:

1. What is unique about your business?
2. Who is your target buyer or audience?
3. Who are your competitors?
4. What is your positioning message?
5. Where will you implement your marketing spending plans?
6. When will marketing spending plans occur?
7. How much sales, spending, and profits will we achieve?