• Laura May

Plans are nothing; planning is everything

I spent years teaching Of Mice and Men for GCSE. For those who have suppressed it, the title of the novel is a reference to a Robert Burns poem (coincidentally, Burns Night falls at the end of this month) essentially stating that plans don’t always work out.

However, we also have Benjamin Franklin’s 'failing to prepare is preparing to fail' (no - it didn’t originate on Facebook). This brings us to 2022. It’s been hard to stick to plans considering the last two years, but we can always be prepared when it comes to marketing planning.

Here’s our top tips for planning your marketing in 2022…


What were your achievements and successes in 2021? Can the great activities be replicated? Where do you need to improve? Was there anything that didn’t work to avoid that you could avoid in the future? If you don’t already, establish a metrics reporting system. This will give allow you to see an overview of your performance and plan better in the future.


It’s easy to label an accomplishment a success or failure but how do you measure this? Setting practical and realistic targets to judge success helps you stay on track. Make sure your targets are SMART – Specific, Measurable, Attainable, Relevant and Time-Bound.


Sometimes, what we LIKE doing can be more enjoyable than what we MUST be doing. This is natural but it can slow progress. Break your tasks down to what you MUST do, what you SHOULD do and what you would LIKE to do. Try and align all of your activities to your overall strategy so you stay on track.

Pinch with pride

We publish a handy social media calendar every month. We also publish how-to guides and short videos with tips and tricks. We encourage you to pinch these with pride – use the templates and resources available online to build your marketing knowledge. If you haven't already; you can sign up to our newsletter to make sure you don't miss out on these!


You may indeed make a plan for the year but find it’s not working - don’t be afraid to rip it up and make a new one! Think of the Sunk Cost Fallacy - you may have invested a lot of time and effort in to an idea but is it worth continuing if it’s not working? Be brave enough to mix things up!

The last two years have not stuck to the rulebook. Whether it’s Benjamin Franklin or Robert Burns; plans have always been important.

If you need any help or advice to take back control in 2022, get in touch. We’re here to help.

Best of luck,



Find me on LinkedIn.


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