Episode Links
Janine Coombe
LinkedIn: https://www.linkedin.com/in/janinecoombes/
YouTube: https://www.youtube.com/channel/UC8BWALizli9ioklqzrt8l8w

Mindset – 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’ll be chatting to just that person in a minute and later on in this episode we’ll also discuss what SOSTAC stands for – spoiler alert – 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!


– 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’s impossible to know who your communications are aimed at and which channels these comms should be designed for – let alone the overall direction of the organisation.

– Ever heard of Ansoff’s 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’s 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. 

– And finally, Janine’s 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’d been receiving), to only find out that it is a relaxed and care free culture, the two wouldn’t match, a false impression is given and trust will be lost…. Not a great start!

Top Tip – SOSTAC

This is my favorite marketing model, yep, I’m that geeky I’ve 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’s 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


Where you want to go. Now you know your situation, it’s 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.


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 will get there, without the specifics.

Taking a train, driving, getting a taxi, etc


Sticking with the car analogy, it’s the tactics that will specifically describe how you will get from A to B.

Take this road, then that road.
The train leaves at such a time and your seat number is this.
The taxi is booked, your driver is Dave and it’s just around the corner.

Tactics should also include your Marketing Mix, which as we’ve discussed, is different to your communications.


Now is the time to take action and this describes the who, what and when, usually within a Gantt chart or similar. This would be your map en-route, telling you when to turn left or stop to get petrol.


And finally the control. The part of your strategy that makes sure you are on course to achieve your objectives. The control part will monitor the tactics and the actions, highlighting if there are issues or problems that mean a change in strategic direction in order to achieve the objectives set. It could even mean a change in objective due to circumstances out of your control.

Think of this as your sat nav, highlighting road blocks, delays and…. of course speed cameras.

Happy Marketing Everyone!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License