If you Google "how to make a marketing plan," you'll get lots of very similar results. Most of them are lengthy templates, fill-in-the-box exercises, or theories that feels a world away from the reality of running a small and medium business in New Zealand.

You don't need another generic guide from me. What helps is practical advice on why the effort is worth it and how to apply the tactics big corporations use, specifically tailored for marketing planning small and medium business owners can actually use.

Here is why shifting from doing marketing to planning marketing is a game-changer for your business.

1. You Make Every Dollar Work Harder

Big companies are obsessed with efficiency, and SMEs should be too. When you operate without a plan, marketing tends to be reactive - you boost a post because it’s quiet, or you buy a newspaper ad because a salesperson called you with a deal.

A solid plan forces you to look at your resources (both budget and staff time) and allocate them where they will have the most impact. Instead of spraying a budget on random activities, you can focus your limited resources on the few channels that actually move the needle. It stops the leakage of budget into low-value tactics.

(I do love a deal though, so this isn't about saying no to one-off specials but more how to use it so it contributes to a bigger plan)

2. It Supports Revenue and Goods Forecasting

One of the key benefits of marketing planning for small andmedium businesses is the ability to forecast revenue more accurately. You know exactly what promotional activity is hitting the market and when.

For product-based businesses, this is critical for supply chain management. If you plan a major push for a specific product in Q3, you can ensure you have the stock levels to match the anticipated demand. It aligns your operations with your sales expectations, preventing the dreaded scenario of spending money to generate demand you can't fulfill.

3. It Increases Your Bargaining Power

This is a "big business" tactic that applies perfectly when creating a marketing plan for New Zealand business landscapes. Media companies — especially traditional ones like radio, print, and Out of Home (billboards/bus stops) — love certainty.

If you can approach a media owner with a 12-month view, even if your budget is relatively modest, you look like a serious partner. You can often negotiate better rates, secure prime spots, or get added value (like bonus digital or print insertions) by booking well in advance.

Traditional Media & OOH: Planning gives you leverage and booking early means potential discounts and synergies with digital activities.
Digital Channels: While platforms like Google and Meta are auction-based and less negotiable on price, planning is still vital here. It ensures you have the creative assets ready and the tracking set up correctly, so you aren't burning cash on learning phases during your peak season.

Practical Starting Points for Your Plan

Wondering how to make a marketing plan without getting bogged down in theory? Just start with these three pillars.

1. The "Zoom In, Zoom Out" Timeline

A common mistake is trying to plan every single marketing activity for the next year. Instead, adopt a rolling planning cycle.

Look 12 months ahead: Map out the "big rocks"—major industry events, Kiwi holidays (Waitangi Day, Matariki, Christmas), and your own business milestones. Keep budget aside specifically for these hard deadlines.
Plan in detail for the Quarter or Half-Year: Lock in your specific campaigns and spend for the next 3 to 6 months. This gives you the flexibility to adapt to the market while keeping your eyes on the long-term horizon.

2. Business Goals First, Marketing Objectives Second

Marketing does not exist in a vacuum. Before you write a single marketing objective, write down your business goals for 2026. For example:

Business Goal: "Grow total revenue by 20%."

Marketing Objective: "Generate 30 qualified leads per month."

If your marketing objective is to "get more Instagram followers" but your business goal is to "increase profitability," there might be a disconnect. Your marketing plan is simply the vehicle to achieve your business goals.

3. Avoid Vanity Goals

It is easy to get seduced by big numbers. But likes, impressions, and page views often don't pay the bills. In the corporate world, these are often called "vanity metrics" because they make you feel good but might not help the bottom line.

Focus on actionable goals, for example:

Instead of "Gain 5000 new followers," try "Establish 5 new local collaborations."

Instead of "Get 500 likes," try "Drive 100 clicks to the booking page."

Getting Ready for 2026: Part 1 of 2

This post is just the beginning of getting your business match-fit for the new year. Now that we’ve covered the why and the structure, our next post will dive into the details of a marketing plan for New Zealand business owners. Coming up in Part 2:

Customer Personas: Who are you actually talking to?
Budget Allocations: How to slice the pie.
Performance vs. Brand: Balancing sales today with growth tomorrow.

Stay tuned, bookmark my website, and happy planning!

(Need personalised help? Reach out to see how we might be able to work together)

Practical advice on marketing plans for NZ SMEs (+ how to do it like the big players)