SOSTAC marketing planning model guide


What is PR Smith’s SOSTAC® advertising and marketing setting up model, what is the RACE Development Program, and how do you use them to gain much more consumers?

If you really don’t know PR Smith’s SOSTAC® model, it truly is well worth having to know if you might be concerned with preparing promoting procedures or strategies. SOSTAC® was voted the 3rd most well-known model in the CIM poll on marketing models since it’s easy to bear in mind and it can make it effortless to composition plans for different organizing routines.

So, irrespective of whether you’re building an overall marketing or digital advertising and marketing approach or enhancing individual channel tactics like Search engine optimisation or email marketing, SOSTAC® is your buddy. In this posting, we will converse by means of applying the SOSTAC® arranging model to your advertising technique, with the RACE Advancement Method.

What is SOSTAC®?

SOSTAC® is a preparing product, initially produced in the 1990s to support with promoting setting up by PR Smith, who is my co-writer on Emarketing Excellence.

SOSTAC® stands for:

  • Scenario – exactly where are we now?
  • Objectives – where do we want to be?
  • Approach – how do we get there?
  • Ways – how specifically do we get there?
  • Action – what is our system?
  • Manage – did we get there?

We’ve referenced this tactic in creating our digital marketing and advertising arranging template and I’ve also used it in my books applying it to the core aspects of digital internet marketing. You can see it presents a sensible order for tackling your strategy (with iterations) and you must also use it to critically assess your procedures.

Via SOSTAC® and the RACE Growth Method, you can question, for example:

  • What you may be weak at?
  • Do we are unsuccessful to full good situational assessment?
  • Are our objectives Clever?
  • Do we have an correct method? Practices?
  • Do we management general performance applying analytics?

An infographic making use of SOSTAC® to electronic advertising and marketing

In 2012,  I labored with Paul and the designers at 1st 10 on a new SOSTAC® infographic, which summarises the crucial concerns to contemplate at each and every stage when developing digital promoting designs.


Our RACE Growth Technique has been designed to help you rapidly produce and action a 90-working day marketing strategy using the RACE framework. Using a simple a few-step method, you’ll recognize the Alternatives, Tactics and Steps that can expand your company.

Create your 90-working day program with the RACE Expansion Method

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How to use SOSTAC®

I think SOSTAC® has grow to be preferred because it truly is straightforward, quick to bear in mind and addresses all the principal challenges which you require in a internet marketing plan or small business system. When you use SOSTAC® and the RACE Growth Procedure together, you can evaluate your advertising strategy and create a details-pushed system to acquire a lot more consumers.

More ideas for utilizing SOSTAC ®

In this article are some ideas on how to use SOSTAC ® based on my experience of implementing it in corporations and viewing how pupils use it in assignments.

We also have an illustration SOSTAC ® plan for Business Members accessible in Phrase for users to update for their options.

marketing lifecycle

1. Use SOSTAC ® to assessment your procedure

In advance of on the lookout at how you implement SOSTAC ® at each individual stage to generate a internet marketing prepare, my initially idea is to use it to review your arranging approach and how you regulate your marketing and advertising.

Check with by yourself critically about the actions you personally, and your organization, are superior at. It’s possible you expend as well significantly or far too minimal time examining the scenario. Probably you’re not so very good at environment Sensible objectives, or developing procedures to support them, or the regulate stage of examining how helpful your strategies and tactics are and changing them?

2. Get the balance appropriate throughout SOSTAC ®

Usually there is too significantly time put in on examination inside of a approach and not ample on placing the tactics. I might also say that for a student assignment, it’s finest to make reference to AC fairly transient, incorporating them into other sections.

So as a rule of thumb, this is how your equilibrium of material could seem:

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

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

To give concentration to your circumstance analysis I endorse the so-called TOWs form of SWOT evaluation. This will help integrate SWOT with tactic.

TOWS Matrix

4. Make your ambitions Sensible and link them to your analytics/management process

Given that digital marketing and advertising is so measurable, it helps make sense to be certain as probable about your aims by establishing a funnel conversion model. You should really also set up specific objectives in Google Analytics.

But it truly is worthy of pondering about the complete variety of objectives indicated by the 5Ss.

5. Combine the unique things of your SWOT

Typically there isn’t excellent flow relating sections in a plan. To enable this I endorse summarising your full SOSTAC ® prepare within a desk which integrates approaches, circumstance, targets and strategies.

Lastly, if you happen to be struggling to get buy-in for integrating your digital internet marketing, don’t miss my site on 10 causes you require a digital advertising and marketing technique, which features far more facts about digital transformation, enhancement, and our common RACE Development Process.

2022 RACE Diagram

Discover how the RACE Development Process can help you plan, regulate and optimize your promoting. Obtain your totally free copy currently to get commenced.

Build your 90-day system with the RACE Expansion Method

Obtain your cost-free RACE Progress System guide nowadays and unlock our three-step approach of Option, Method and Motion to mature your business.

Download guide


PR Smith (2011) The SOSTAC ®  Guide – to composing the excellent system  by PR Smith (2011),  published by and offered at Amazon.

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