SOSTAC marketing planning model guide

What is PR Smith’s SOSTAC® marketing arranging model, what is the RACE Advancement Procedure, and how do you use them to earn more customers?

If you you should not know PR Smith’s SOSTAC® model, it really is truly worth finding to know if you are associated with setting up internet marketing approaches or strategies. SOSTAC® was voted the third most well-known design in the CIM poll on marketing and advertising designs mainly because it is really effortless to bear in mind and it can make it effortless to construction programs for unique organizing routines.

So, irrespective of whether you’re producing an all round advertising and marketing or electronic marketing tactic or bettering particular person channel tactics like Search engine optimisation or email advertising and marketing, SOSTAC® is your mate. In this short article, we will communicate by making use of the SOSTAC® scheduling product to your promoting system, with the RACE Growth Program.

What is SOSTAC®?

SOSTAC® is a planning product, at first made in the 1990s to enable with marketing and advertising scheduling by PR Smith, who is my co-author on Emarketing Excellence.

SOSTAC® stands for:

  • Situation – exactly where are we now?
  • Aims – exactly where do we want to be?
  • Strategy – how do we get there?
  • Techniques – how just do we get there?
  • Action – what is our system?
  • Regulate – did we get there?

We have referenced this approach in developing our digital marketing and advertising setting up template and I have also used it in my guides applying it to the main aspects of electronic advertising and marketing. You can see it provides a reasonable buy for tackling your approach (with iterations) and you need to also use it to critically evaluate your procedures.

Through SOSTAC® and the RACE Development Method, you can inquire, for example:

  • What you might be weak at?
  • Do we fall short to complete correct situational investigation?
  • Are our targets Smart?
  • Do we have an correct method? Methods?
  • Do we management effectiveness making use of analytics?

An infographic making use of SOSTAC® to electronic promoting

In 2012,  I labored with Paul and the designers at 1st 10 on a new SOSTAC® infographic, which summarises the key issues to consider at each stage when establishing digital promoting plans.


Our RACE Development Technique has been developed to support you immediately make and action a 90-day internet marketing strategy employing the RACE framework. Working with a straightforward 3-stage system, you are going to discover the Alternatives, Approaches and Actions that can mature your small business.

Produce your 90-day prepare with the RACE Development Procedure

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How to use SOSTAC®

I feel SOSTAC® has turn into common considering that it’s uncomplicated, effortless to try to remember and handles all the key troubles which you require in a promoting approach or small business system. When you utilize SOSTAC® and the RACE Advancement System alongside one another, you can assess your marketing program and create a facts-pushed system to win far more shoppers.

A lot more strategies for employing SOSTAC ®

Right here are some ideas on how to use SOSTAC ® centered on my encounter of implementing it in businesses and viewing how pupils apply it in assignments.

We also have an case in point SOSTAC ® approach for Business enterprise Members readily available in Phrase for members to update for their plans.

marketing lifecycle

1. Use SOSTAC ® to overview your system

Prior to wanting at how you implement SOSTAC ® at each and every action to generate a advertising and marketing approach, my 1st tip is to use it to overview your arranging process and how you regulate your advertising.

Check with oneself critically about the things to do you individually, and your group, are very good at. Maybe you spend also much or far too tiny time reviewing the circumstance. Most likely you are not so great at environment Intelligent objectives, or building approaches to support them, or the regulate phase of evaluating how successful your strategies and tactics are and adjusting them?

2. Get the balance proper across SOSTAC ®

Normally there is too a great deal time used on assessment inside a prepare and not more than enough on setting the procedures. I would also say that for a scholar assignment, it truly is greatest to make reference to AC reasonably temporary, incorporating them into other sections.

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

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

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

To give concentrate to your scenario evaluation I propose the so-called TOWs kind of SWOT assessment. This helps integrate SWOT with tactic.

TOWS Matrix

4. Make your ambitions Good and url them to your analytics/handle procedure

Because digital promoting is so measurable, it can make perception to be certain as feasible about your plans by establishing a funnel conversion design. You need to also established up specific goals in Google Analytics.

But it truly is really worth considering about the entire variety of targets indicated by the 5Ss.

5. Combine the different factors of your SWOT

Normally there is just not good movement relating sections in a prepare. To aid this I propose summarising your whole SOSTAC ® plan within just a desk which integrates approaches, predicament, targets and techniques.

Last but not least, if you might be having difficulties to get get-in for integrating your electronic marketing, never overlook my blog on 10 reasons you require a digital marketing strategy, which consists of extra details about digital transformation, advancement, and our popular RACE Expansion Procedure.

2022 RACE Diagram

Uncover how the RACE Advancement Method can assist you program, control and improve your internet marketing. Download your free duplicate right now to get started.

Make your 90-day plan with the RACE Development Technique

Download your free of charge RACE Advancement Program manual now and unlock our three-move system of Prospect, Strategy and Motion to expand your business enterprise.

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PR Smith (2011) The SOSTAC ®  Guide – to producing the excellent system  by PR Smith (2011),  printed by and accessible at Amazon.

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