Marketing Logic for Trekkies

spock I am endeavoring, ma’am, to construct a mnemonic circuit using stone knives and bearskins.

–Spock, from Star Trek

It was only a matter of time before Mr. Spock made an appearance in this blog. For the last several weeks, we’ve been discussing a very logical approach to strategic marketing planning. The idea is straightforward: The best way to make sure that the marketing program for your small business is effective is to work from a plan. Inherent in this less-than-revolutionary concept is the need to create the plan before firing off the process. You could say that we’re taking a Spock-like approach to marketing.

At the very beginning of all of this (see Hat Management 101 ), six components were identified as necessary to a good marketing plan:

  1. Goals checkbox15
  2. Strategy checkbox15
  3. Tactics checkbox15
  4. Measures checkbox15
  5. Budget
  6. Timetable

4 of 6 topics have been checked off in previous SMB Blog posts. We’ve brainstormed with our team to identify specific goals. We’ve defined strategy and achievable tactics. We’ll get insights from aggregate date and we’ve planned to track key data that will help us to correlate tactics and outcomes. Now lets wrap it all up in a very uncomplicated way. We’ll use Google Docs, a much easier option than creating mnemonic circuitry with stone knives and bearskins.

If you’ve followed along so far, you’ve already accomplished 90% of what you need for this last step. The two remaining components, budget and timetable, we’ll combine into a spreadsheet that looks something like this:

Enterprise Spreadsheet

This spreadsheet is a budget and timetable for Enterprise Systems, an imaginary company in a galaxy far, far away . . . er ummmh, on the final frontier somewhere.  Click the graphic or the link to take a closer look. You’ll get the idea pretty quickly. In this spreadsheet, we’ve identified two objectives for our fictional company.  Expense categories are drawn from the tactics we plan to employ.  Expenses are detailed monthly to coincide with the implementation of the tactics.  For this imaginary company, we chose to split out initial development costs, ongoing efforts and the cost of some optional tactics that we’ll try if time and money are available.

As a caution, others without pointy ears may have had a hand in the planning process for Enterprise Systems.  They’re planning a healthy program with more activity than most small businesses should probably undertake in their startup phase.  Remember, it’s more important to execute consistently than to plan to conquer the universe during the first three months of your company’s existence.

Unless you happen to be Captain Kirk, it’s probably best to leave marketing plans to Spock:

We’ve got to risk implosion. We may explode into the biggest fireball this part of the galaxy has seen, but we’ve got to take that one in a million chance!

Starship Enterprise


Get in touch with DP Marketing if we can provide assistance with your marketing plans.

contactbuttonWe’re available to help you with organization and with specific projects. Let us know if you’d like to discuss your business or a project you’re considering. No risk – the first 2 hours are free. If you’d like to get in touch, call Richard Dannenberg at 478-719-4029, email to, or click the button, fill out the form, and we’ll contact you!