October 4, 2023


Profitable business

SOSTAC marketing planning model guide

5 min read

What is PR Smith’s SOSTAC® marketing organizing design, what is the RACE Advancement Method, and how do you use them to acquire a lot more shoppers?

If you will not know PR Smith’s SOSTAC® model, it is truly worth having to know if you happen to be concerned with organizing marketing and advertising procedures or campaigns. SOSTAC® was voted the third most common product in the CIM poll on marketing and advertising designs for the reason that it is really straightforward to bear in mind and it makes it easy to structure designs for various organizing things to do.

So, irrespective of whether you happen to be generating an overall internet marketing or electronic advertising and marketing technique or improving unique channel practices like Search engine optimisation or email promoting, SOSTAC® is your close friend. In this short article, we will discuss by way of implementing the SOSTAC® scheduling model to your marketing and advertising method, with the RACE Progress Method.

What is SOSTAC®?

SOSTAC® is a arranging design, at first formulated in the 1990s to support with marketing arranging by PR Smith, who is my co-writer on Emarketing Excellence.

SOSTAC® stands for:

  • Predicament – in which are we now?
  • Aims – where do we want to be?
  • Strategy – how do we get there?
  • Strategies – how precisely do we get there?
  • Motion – what is our approach?
  • Command – did we get there?

We have referenced this tactic in developing our electronic marketing setting up template and I have also used it in my guides making use of it to the core aspects of digital internet marketing. You can see it provides a logical buy for tackling your approach (with iterations) and you ought to also use it to critically assess your processes.

By means of SOSTAC® and the RACE Growth Program, you can check with, for case in point:

  • What you may be weak at?
  • Do we are unsuccessful to full correct situational examination?
  • Are our objectives Sensible?
  • Do we have an acceptable system? Strategies?
  • Do we handle general performance working with analytics?

An infographic applying SOSTAC® to electronic advertising

In 2012,  I worked with Paul and the designers at Initial 10 on a new SOSTAC® infographic, which summarises the critical challenges to look at at each and every stage when building electronic marketing programs.


Our RACE Development Method has been intended to support you immediately develop and motion a 90-day promoting strategy applying the RACE framework. Using a straightforward three-phase process, you’ll identify the Opportunities, Approaches and Steps that can grow your company.

Produce your 90-day plan with the RACE Growth Process

Obtain your no cost RACE Progress System information right now and unlock our 3-step system of Opportunity, Tactic and Motion to develop your small business.

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How to use SOSTAC®

I feel SOSTAC® has turn out to be well-known considering that it can be simple, effortless to recall and handles all the main issues which you will need in a advertising plan or enterprise approach. When you utilize SOSTAC® and the RACE Growth Technique together, you can assess your advertising prepare and make a info-pushed system to earn extra consumers.

More suggestions for applying SOSTAC ®

In this article are some suggestions on how to use SOSTAC ® primarily based on my practical experience of implementing it in firms and looking at how students use it in assignments.

We also have an instance SOSTAC ® prepare for Company Associates obtainable in Phrase for users to update for their strategies.

marketing lifecycle

1. Use SOSTAC ® to assessment your system

Just before searching at how you implement SOSTAC ® at each and every stage to generate a marketing approach, my first suggestion is to use it to critique your setting up process and how you manage your promoting.

Ask yourself critically about the routines you individually, and your corporation, are excellent at. Probably you commit as well a great deal or far too tiny time examining the problem. Maybe you happen to be not so good at placing Intelligent goals, or producing techniques to guidance them, or the control stage of evaluating how effective your procedures and practices are and altering them?

2. Get the harmony ideal across SOSTAC ®

Normally there is much too considerably time spent on evaluation in just a program and not more than enough on environment the methods. I would also say that for a college student assignment, it is really greatest to make reference to AC fairly quick, incorporating them into other sections.

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

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

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

To give target to your problem examination I advise the so-called TOWs kind of SWOT evaluation. This helps combine SWOT with strategy.

TOWS Matrix

4. Make your plans Smart and link them to your analytics/handle approach

Since electronic promoting is so measurable, it can make sense to be particular as feasible about your plans by establishing a funnel conversion product. You really should also set up specific targets in Google Analytics.

But it’s worth imagining about the complete vary of ambitions indicated by the 5Ss.

5. Combine the diverse components of your SWOT

Typically there just isn’t excellent move relating sections in a program. To support this I propose summarising your whole SOSTAC ® approach inside a desk which integrates tactics, scenario, aims and practices.

Ultimately, if you are having difficulties to get acquire-in for integrating your electronic internet marketing, will not miss my site on 10 factors you need a digital promoting approach, which includes much more information and facts about electronic transformation, growth, and our common RACE Development Program.

2022 RACE Diagram

Discover how the RACE Expansion Process can enable you approach, deal with and enhance your marketing and advertising. Obtain your absolutely free copy these days to get begun.

Produce your 90-day system with the RACE Advancement Method

Download your absolutely free RACE Advancement Process guide now and unlock our 3-phase prepare of Option, Strategy and Motion to expand your business enterprise.

Down load information


PR Smith (2011) The SOSTAC ®  Guide – to producing the perfect prepare  by PR Smith (2011),  printed by www.prsmith.org and out there at Amazon.

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