SOSTAC marketing planning model guide

Elbert Grims

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

If you never know PR Smith’s SOSTAC® model, it is really worth getting to know if you happen to be involved with scheduling advertising and marketing tactics or strategies. SOSTAC® was voted the 3rd most well-liked product in the CIM poll on marketing and advertising designs simply because it truly is quick to keep in mind and it can make it easy to structure strategies for distinct preparing things to do.

So, no matter if you’re generating an general marketing or digital internet marketing method or bettering person channel practices like Search engine optimization or electronic mail promoting, SOSTAC® is your buddy. In this posting, we will speak through implementing the SOSTAC® organizing design to your promoting approach, with the RACE Advancement Technique.

What is SOSTAC®?

SOSTAC® is a organizing product, at first designed in the 1990s to help with marketing and advertising arranging by PR Smith, who is my co-writer on Emarketing Excellence.

SOSTAC® stands for:

  • Scenario – where by are we now?
  • Aims – the place do we want to be?
  • Strategy – how do we get there?
  • Tactics – how just do we get there?
  • Motion – what is our approach?
  • Control – did we get there?

We have referenced this approach in making our digital marketing and advertising organizing template and I’ve also applied it in my guides applying it to the core aspects of electronic advertising. You can see it provides a logical get for tackling your system (with iterations) and you must also use it to critically evaluate your procedures.

By SOSTAC® and the RACE Expansion System, you can talk to, for instance:

  • What you might be weak at?
  • Do we fall short to total suitable situational investigation?
  • Are our targets Sensible?
  • Do we have an acceptable tactic? Methods?
  • Do we command functionality working with analytics?

An infographic implementing SOSTAC® to digital marketing

In 2012,  I labored with Paul and the designers at Initially 10 on a new SOSTAC® infographic, which summarises the vital challenges to take into consideration at just about every phase when building electronic marketing ideas.


Our RACE Growth Method has been created to assist you promptly create and action a 90-working day marketing and advertising plan utilizing the RACE framework. Employing a straightforward 3-step course of action, you will determine the Opportunities, Tactics and Actions that can develop your business.

Produce your 90-day approach with the RACE Development System

Down load your no cost RACE Advancement Procedure tutorial these days and unlock our 3-phase strategy of Prospect, Approach and Motion to mature your enterprise.

Download manual

How to use SOSTAC®

I believe SOSTAC® has grow to be well-liked because it’s uncomplicated, uncomplicated to bear in mind and handles all the primary concerns which you need to have in a marketing prepare or small business system. When you implement SOSTAC® and the RACE Growth Technique collectively, you can evaluate your advertising approach and generate a details-pushed tactic to earn additional clients.

More ideas for applying SOSTAC ®

In this article are some strategies on how to use SOSTAC ® based mostly on my expertise of making use of it in organizations and looking at how learners utilize it in assignments.

We also have an illustration SOSTAC ® prepare for Business enterprise Users obtainable in Word for customers to update for their designs.

marketing lifecycle

1. Use SOSTAC ® to assessment your process

In advance of searching at how you apply SOSTAC ® at every single move to build a advertising and marketing system, my initially suggestion is to use it to assessment your planning approach and how you deal with your advertising and marketing.

Inquire by yourself critically about the activities you personally, and your corporation, are superior at. Maybe you commit way too considerably or too very little time reviewing the scenario. Maybe you happen to be not so excellent at placing Clever aims, or acquiring methods to assist them, or the command phase of evaluating how powerful your tactics and ways are and adjusting them?

2. Get the balance correct throughout SOSTAC ®

Generally there is also a great deal time invested on assessment within a system and not sufficient on placing the tactics. I would also say that for a college student assignment, it really is ideal to make reference to AC rather transient, incorporating them into other sections.

So as a rule of thumb, this is how your harmony of material could search:

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

3. Summarise your problem in a TOWs matrix sort of SWOT

To give concentrate to your scenario examination I advocate the so-called TOWs form of SWOT assessment. This can help combine SWOT with tactic.

TOWS Matrix

4. Make your plans Sensible and url them to your analytics/management course of action

Considering that digital marketing is so measurable, it will make perception to be precise as doable about your ambitions by acquiring a funnel conversion model. You really should also set up specific plans in Google Analytics.

But it can be really worth wondering about the total array of goals indicated by the 5Ss.

5. Combine the unique elements of your SWOT

Frequently there just isn’t superior movement relating sections in a strategy. To help this I advise summarising your entire SOSTAC ® approach within a table which integrates strategies, problem, objectives and tactics.

Finally, if you happen to be having difficulties to get purchase-in for integrating your digital marketing and advertising, do not overlook my website on 10 reasons you will need a electronic promoting system, which consists of extra information about electronic transformation, advancement, and our common RACE Progress Procedure.

2022 RACE Diagram

Uncover how the RACE Progress Technique can support you plan, take care of and optimize your marketing. Down load your free copy these days to get started off.

Build your 90-day system with the RACE Development Technique

Download your totally free RACE Growth System guidebook these days and unlock our three-stage system of Chance, System and Motion to improve your business enterprise.

Download guide


PR Smith (2011) The SOSTAC ®  Guide – to composing the fantastic approach  by PR Smith (2011),  revealed by and readily available at Amazon.

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