September 23, 2023


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SOSTAC marketing planning model guide

5 min read

What is PR Smith’s SOSTAC® marketing setting up design, what is the RACE Development Process, and how do you use them to win extra buyers?

If you will not know PR Smith’s SOSTAC® model, it’s worth finding to know if you happen to be concerned with organizing advertising approaches or strategies. SOSTAC® was voted the third most well known model in the CIM poll on internet marketing models mainly because it really is effortless to try to remember and it would make it easy to framework strategies for unique planning activities.

So, whether you might be building an over-all marketing or digital internet marketing method or increasing individual channel techniques like Website positioning or electronic mail advertising and marketing, SOSTAC® is your buddy. In this posting, we will converse via implementing the SOSTAC® preparing product to your promoting method, with the RACE Development Program.

What is SOSTAC®?

SOSTAC® is a arranging model, originally made in the 1990s to enable with promoting organizing by PR Smith, who is my co-author on Emarketing Excellence.

SOSTAC® stands for:

  • Circumstance – where are we now?
  • Aims – where do we want to be?
  • Approach – how do we get there?
  • Practices – how specifically do we get there?
  • Action – what is our plan?
  • Regulate – did we get there?

We’ve referenced this approach in building our digital promoting preparing template and I have also utilised it in my books making use of it to the core facets of electronic advertising. You can see it provides a sensible purchase for tackling your program (with iterations) and you need to also use it to critically evaluate your processes.

Via SOSTAC® and the RACE Expansion Technique, you can check with, for instance:

  • What you could be weak at?
  • Do we fail to total good situational evaluation?
  • Are our targets Wise?
  • Do we have an ideal approach? Tactics?
  • Do we control efficiency using analytics?

An infographic applying SOSTAC® to digital marketing and advertising

In 2012,  I worked with Paul and the designers at To start with 10 on a new SOSTAC® infographic, which summarises the key challenges to think about at just about every phase when developing digital marketing ideas.


Our RACE Progress Program has been designed to enable you swiftly produce and action a 90-working day promoting program making use of the RACE framework. Utilizing a simple three-step process, you will determine the Prospects, Methods and Actions that can increase your business enterprise.

Make your 90-day approach with the RACE Development Method

Download your free RACE Growth Method guideline these days and unlock our a few-move program of Opportunity, Method and Motion to develop your business enterprise.

Down load guidebook

How to use SOSTAC®

I think SOSTAC® has become popular due to the fact it’s straightforward, effortless to try to remember and covers all the most important issues which you need in a advertising strategy or organization prepare. When you apply SOSTAC® and the RACE Advancement Technique with each other, you can evaluate your internet marketing plan and develop a data-pushed system to acquire a lot more buyers.

Much more ideas for making use of SOSTAC ®

Below are some guidelines on how to use SOSTAC ® primarily based on my expertise of applying it in providers and seeing how pupils use it in assignments.

We also have an example SOSTAC ® plan for Business Associates out there in Phrase for customers to update for their programs.

marketing lifecycle

1. Use SOSTAC ® to evaluate your approach

Right before hunting at how you use SOSTAC ® at just about every step to generate a advertising prepare, my initial suggestion is to use it to review your organizing process and how you deal with your advertising.

Talk to your self critically about the things to do you personally, and your corporation, are superior at. Perhaps you invest far too substantially or much too small time examining the situation. Perhaps you happen to be not so superior at environment Smart targets, or producing techniques to assist them, or the regulate stage of examining how powerful your strategies and techniques are and adjusting them?

2. Get the balance correct across SOSTAC ®

Frequently there is as well much time used on analysis inside of a approach and not more than enough on placing the tactics. I might also say that for a college student assignment, it really is very best to make reference to AC comparatively temporary, incorporating them into other sections.

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

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

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

To give concentrate to your condition analysis I propose the so-called TOWs kind of SWOT evaluation. This assists combine SWOT with tactic.

TOWS Matrix

4. Make your targets Intelligent and link them to your analytics/regulate system

Since digital advertising is so measurable, it tends to make perception to be specific as doable about your plans by creating a funnel conversion model. You ought to also established up specific goals in Google Analytics.

But it is really truly worth thinking about the whole assortment of goals indicated by the 5Ss.

5. Integrate the various aspects of your SWOT

Often there is not fantastic movement relating sections in a plan. To support this I recommend summarising your whole SOSTAC ® strategy inside a desk which integrates methods, problem, goals and methods.

Eventually, if you’re struggling to get invest in-in for integrating your electronic marketing and advertising, don’t skip my site on 10 explanations you require a digital promoting technique, which consists of a lot more information and facts about electronic transformation, development, and our common RACE Growth System.

2022 RACE Diagram

Learn how the RACE Advancement Technique can assist you approach, control and enhance your advertising and marketing. Down load your totally free copy now to get began.

Create your 90-working day prepare with the RACE Advancement Technique

Download your cost-free RACE Advancement Method information right now and unlock our a few-phase approach of Option, Strategy and Action to mature your business.

Download guideline


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

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