Marketing Planning: Build a

Plan to Grow Your Market Share

Presented by: Jenny Cooper, Sr. Marketing Manager

To be aware

To be poised

To be positioned

To be ready

Why Do You Need a Marketing Plan?

Why Do You Need a Marketing Plan?

So that everyone on your team is speaking the same “language” to your audience.

Image “good broken english” from Flickr© All rights reserved by mivox

“It’s no use carrying an umbrella if your shoes are leaking”

Quote source: islandireland.com

Why Do You Need a Marketing Plan?

• Who/What: Situation analysis

• Where: Goal setting

• How: Strategies/Tactics

• When: Timeline

• Why: Measure and Improve

Marketing Planning in 5 Simple Steps

The Situation Analysis

• What is your current market share?

» Customers and types, etc.

• Where are you missing opportunities?

• Where is there more potential for business?

Look at things from a different perspective

Be sensitive to market rumblings and listen to what your customers are saying

The Situation Analysis

“It would be nice to have…”

“Do you offer…”

“Can you provide…”

Associations Publications

Take a close, honest look at your agency

• Strengths: where do you excel/standout

• Weaknesses: where do you need to improve

• Opportunities: what is coming down the pipeline

• Threats: what could cause your agency to falter

What is unique about your agency?

• Why should your prospects change who they’re doing business with to do business with you?

• Give them reasons

The Situation Analysis

Now that you know who and what you are…where do you want to go?

• Incorporate market rumblings

• Turn your weaknesses and opportunities into goals

• Bite-sized amounts

• Remember your unique selling proposition

Setting Your Goals

• Make sure they’re attainable

• There are always different ways to reach your goals

• Remember that communication is key

Examples of goals

• Increase residential market share by 5%

• Improve our online presence in the market (website, social media)

• Promote our technology to customers

• Increase business in the mortgage lender sector

Setting Your Goals

You know where you want to go…how will you get there?

The “To Do” List: Strategies and Tactics

Strategies

Tactics

Goal

• Create a marketing calendar – when to promote what

• Take advantage of seasons or events

» Holidays

» Historic peaks and troughs in business

» Local/regional events

• Always be thinking 90 days ahead

Timing is Everything

“If he’s not fishing, he’s mending his nets.”

• Are you reaching your goals?

• Be flexible and adaptable – it’s okay to change your plan

• Repeat what works

• Adjust what doesn’t work

Finale: Measure and Adjust

• Be persistent (don’t give up)

• Be consistent (they’ll start to get it)

» It takes more than 7 times for a customer to remember a message

» It may be redundant to you, but it’s not to your customers

• Be compliant (even in your competitors aren’t)

Put Your Plan Into Action

Stewart Marketing can help!

• FREE Marketing Plan (8 page templated plan)

• Basic Marketing Plan – $35.95

• Intermediate Marketing Plan - $179.95

• Advanced Marketing Plan - $299.95

Download from stewartmarketing.com

Put Your Plan Into Action

Your online portal for everything Marketing• Customizable marketing campaigns

• Flyers

• Email campaigns

• Drop Cards

• eCards

• Presentations

• Promotional items

• Calendars, greeting cards, stationery

• Social Media and Public Relations guidelines

• Much more!

Stewart Marketing Has What You Need

Questions?

www.stewartmarketing.com

(888) STEWART

Jenny Cooper

Sr. Marketing Manager

(713) 625-8180

jcooper@stewart.com

Priya Swamy

Marketing Coordinator

(713) 892-3909

PrSwamy@stewart.com