March 3, 2024


Marketing Needs Experts


SOSTAC marketing planning model guide

What is PR Smith’s SOSTAC® marketing and advertising setting up product, what is the RACE Development Procedure, and how do you use them to acquire extra customers?

If you you should not know PR Smith’s SOSTAC® model, it is really value getting to know if you happen to be included with setting up advertising and marketing approaches or campaigns. SOSTAC® was voted the third most preferred model in the CIM poll on advertising designs for the reason that it can be uncomplicated to bear in mind and it tends to make it easy to construction ideas for distinctive setting up pursuits.

So, whether you are generating an over-all promoting or digital marketing and advertising tactic or improving upon person channel methods like Search engine optimisation or e mail promoting, SOSTAC® is your close friend. In this post, we will talk by applying the SOSTAC® organizing design to your marketing strategy, with the RACE Advancement Program.

What is SOSTAC®?

SOSTAC® is a setting up model, originally made in the 1990s to support with advertising and marketing organizing by PR Smith, who is my co-writer on Emarketing Excellence.

SOSTAC® stands for:

  • Scenario – wherever are we now?
  • Goals – in which do we want to be?
  • System – how do we get there?
  • Techniques – how exactly do we get there?
  • Motion – what is our strategy?
  • Regulate – did we get there?

We have referenced this method in building our electronic marketing and advertising preparing template and I have also used it in my guides making use of it to the main areas of digital internet marketing. You can see it presents a sensible purchase for tackling your approach (with iterations) and you must also use it to critically evaluate your procedures.

Via SOSTAC® and the RACE Growth Technique, you can question, for case in point:

  • What you may well be weak at?
  • Do we fall short to finish right situational investigation?
  • Are our aims Intelligent?
  • Do we have an suitable method? Ways?
  • Do we control functionality using analytics?

An infographic implementing SOSTAC® to digital internet marketing

In 2012,  I labored with Paul and the designers at First 10 on a new SOSTAC® infographic, which summarises the crucial issues to look at at each phase when creating digital advertising and marketing options.


Our RACE Progress Process has been built to assist you rapidly build and action a 90-day promoting strategy utilizing the RACE framework. Making use of a simple a few-step process, you will determine the Chances, Methods and Actions that can grow your enterprise.

Build your 90-day prepare with the RACE Development Procedure

Download your totally free RACE Growth Method information today and unlock our a few-stage strategy of Prospect, Approach and Action to grow your organization.

Down load manual

How to use SOSTAC®

I imagine SOSTAC® has come to be well-known since it truly is straightforward, uncomplicated to don’t forget and covers all the key challenges which you will need in a marketing and advertising system or business plan. When you implement SOSTAC® and the RACE Progress Process alongside one another, you can assess your marketing and advertising plan and develop a facts-driven approach to get additional customers.

A lot more ideas for employing SOSTAC ®

Below are some ideas on how to use SOSTAC ® based mostly on my encounter of making use of it in organizations and seeing how pupils implement it in assignments.

We also have an illustration SOSTAC ® strategy for Business enterprise Users out there in Phrase for users to update for their designs.

marketing lifecycle

1. Use SOSTAC ® to overview your procedure

Just before wanting at how you utilize SOSTAC ® at each move to create a marketing plan, my very first suggestion is to use it to overview your planning course of action and how you handle your internet marketing.

Talk to you critically about the routines you personally, and your organization, are fantastic at. Probably you expend much too substantially or much too small time reviewing the scenario. Possibly you are not so excellent at location Clever objectives, or creating methods to support them, or the regulate stage of assessing how productive your procedures and strategies are and altering them?

2. Get the harmony ideal across SOSTAC ®

Usually there is much too significantly time used on examination inside a prepare and not plenty of on setting the tactics. I’d also say that for a college student assignment, it is ideal to make reference to AC somewhat temporary, 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 variety of SWOT

To give concentration to your condition analysis I endorse the so-called TOWs type of SWOT examination. This aids combine SWOT with strategy.

TOWS Matrix

4. Make your ambitions Wise and link them to your analytics/handle approach

Given that digital marketing is so measurable, it makes sense to be precise as achievable about your targets by developing a funnel conversion design. You ought to also set up specific ambitions in Google Analytics.

But it really is really worth contemplating about the full array of plans indicated by the 5Ss.

5. Integrate the distinctive features of your SWOT

Often there just isn’t fantastic movement relating sections in a plan. To aid this I propose summarising your whole SOSTAC ® plan inside of a table which integrates tactics, condition, objectives and strategies.

Last but not least, if you’re battling to get obtain-in for integrating your digital marketing, will not skip my website on 10 reasons you will need a electronic marketing and advertising strategy, which consists of a lot more details about electronic transformation, advancement, and our well-known RACE Expansion Process.

2022 RACE Diagram

Discover how the RACE Progress Technique can support you plan, regulate and enhance your internet marketing. Down load your totally free duplicate nowadays to get begun.

Develop your 90-day strategy with the RACE Development Process

Down load your totally free RACE Progress Process tutorial nowadays and unlock our a few-action plan of Possibility, Tactic and Motion to improve your business.

Download information


PR Smith (2011) The SOSTAC ®  Guide – to composing the ideal strategy  by PR Smith (2011),  published by and out there at Amazon.