July 21, 2024

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SOSTAC marketing planning model guide

5 min read

What is PR Smith’s SOSTAC® advertising and marketing planning product, what is the RACE Framework, and how do you use them to win far more prospects?

If you you should not know PR Smith’s SOSTAC® model, it is value having to know if you are associated with organizing marketing and advertising procedures or campaigns. SOSTAC® was voted the 3rd most well known model in the CIM poll on advertising and marketing designs simply because it really is easy to remember and it tends to make it straightforward to construction plans for distinct organizing actions.

So, no matter whether you are developing an general advertising and marketing or electronic advertising method or improving upon person channel strategies like Search engine optimisation or e-mail advertising and marketing SOSTAC®, is your friend. In this short article, we will discuss by means of making use of the SOSTAC® preparing model to your advertising strategy, with the RACE Framework.

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What is SOSTAC®?

SOSTAC® is a organizing product, initially created in the 1990s to help with promoting arranging by PR Smith, who is my co-writer on Emarketing Excellence.

SOSTAC® stands for:

  • Problem – where are we now?
  • Objectives – where do we want to be?
  • Technique – how do we get there?
  • Practices – how accurately do we get there?
  • Motion – what is our strategy?
  • Manage – did we get there?

We’ve referenced this method in producing our electronic marketing planning template and I’ve also utilised it in my guides making use of it to the core aspects of digital internet marketing. You can see it provides a logical get for tackling your approach (with iterations) and you really should also use it to critically assess your procedures.

By means of SOSTAC® and the RACE Framework, you can question, for illustration:

  • What you might be weak at?
  • Do we are unsuccessful to full good situational investigation?
  • Are our targets Clever?
  • Do we have an suitable approach? Methods?
  • Do we command effectiveness making use of analytics?

An infographic implementing SOSTAC® to electronic internet marketing

In 2012,  I labored with Paul and the designers at 1st 10 on a new SOSTAC® infographic, which summarises the key troubles to take into account at every phase when building electronic advertising programs.


Our RACE Framework is a well-known marketing and advertising framework framework for Startups, SMEs, and worldwide businesses, since it can scale up or down according to your small-expression and lengthy-time period aims. Simply place, RACE guides marketers through a 5-phase system of system, achieve, act, transform, and engage, to get and keep much more clients.

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How to use SOSTAC®

I believe SOSTAC® has become well known considering the fact that it can be very simple, simple to keep in mind and covers all the most important challenges which you want in a advertising and marketing approach or organization system. When you use SOSTAC® and the RACE Framework with each other, you can assess your internet marketing strategy and produce a facts-driven system to win additional consumers.

A lot more tips for using SOSTAC ®

Below are some ideas on how to use SOSTAC ® based on my practical experience of making use of it in providers and observing how students implement it in assignments.

We also have an example SOSTAC ® strategy for Small business Users accessible in Word for customers to update for their strategies.

marketing lifecycle

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1. Use SOSTAC ® to review your process

Right before looking at how you implement SOSTAC ® at every single stage to produce a marketing prepare, my initially idea is to use it to evaluate your preparing approach and how you deal with your marketing and advertising.

Request you critically about the actions you personally, and your firm, are good at. It’s possible you shell out too considerably or also very little time reviewing the situation. Possibly you might be not so great at placing Intelligent aims, or creating strategies to aid them, or the regulate stage of examining how helpful your strategies and techniques are and altering them?

2. Get the equilibrium right throughout SOSTAC ®

Typically there is way too substantially time put in on analysis in just a program and not adequate on setting the techniques. I might also say that for a student assignment, it really is greatest to make reference to AC somewhat quick, incorporating them into other sections.

So as a rule of thumb, this is how your balance of written content could appear:

S (20%) O (5%) S (45%) T (30%) = 100%

3. Summarise your scenario in a TOWs matrix form of SWOT

To give emphasis to your problem assessment I advocate the so-called TOWs sort of SWOT investigation. This will help combine SWOT with technique.

TOWS Matrix

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4. Make your ambitions Wise and hyperlink them to your analytics/command approach

Given that digital promoting is so measurable, it can make perception to be precise as possible about your goals by developing a funnel conversion product. You ought to also established up specific targets in Google Analytics.

But it truly is well worth wondering about the comprehensive assortment of objectives indicated by the 5Ss.

5. Integrate the diverse features of your SWOT

Normally there is not good move relating sections in a prepare. To assist this I suggest summarising your entire SOSTAC ® prepare in a table which integrates approaches, problem, aims and techniques.

Omnichannel Marketing funnel


PR Smith (2011) The SOSTAC ®  Guide – to writing the ideal system  by PR Smith (2011),  published by www.prsmith.org and accessible at Amazon.

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