Setting Our Sights For Success in 2016

Joe Hines714-872-0561

Assessing the Situation

Situational Questions

Which of my marketing and selling activities brought the most business for me last year?

What mistakes did I make that I should avoid this year?

What worked well, but I can improve on this year?

What can I learn from my successful campaigns last year?

How have my competitors changed in the last year?

Top Line Performance• Annual Sales • Sales per month/ quarter/ year • Profitability per month/ quarter/ year

Performance By Account• Number of Customers or Clients• Sales per Client – This Year Vs. Last year• Profit per Client

Performance By Product or Service• Sales per Product or Service • Profit per Product or Service

Performance Related Questions

Website Performance• Unique site visitors

• Monthly unique visitor growth rate

• Total email subscribers

• Monthly email subscriber growth rate

• Unique visitor to email subscriber conversion rate

Active Users

New Vs Returning

Pages

Why Commit to Planning?• Provides a plan for selling new services and products.

• Establishes priorities.

• Makes sure that all marketing efforts remain on track.

• You can't manage what you can't measure.

The Planning Process

Marketing Objectives Marketing Strategies Marketing Tactics

Personal G

oals

How To Generate Strategy• S.W.O.T. Analysis• Strengths, Weaknesses, Opportunities, Threats

Strengths Weaknesses

Opportunities Threats

Internal/Company Specific

External/ In YourBusiness Environment

PeopleProductsUnique ProcessesTrademarksFinancial ConditionBrand EquityCustomer RelationshipsEtc.

New TechnologiesMarket ConditionsNew CustomersNew LegislationCompetitive Market ExitEconomic ChangesDemographic ChangesEtc.

Financial SituationMarket AwarenessFunctional AreasMarket ReputationKnowledge BaseCost StructureSales ApproachEtc.

Competitive AdvancesCustomer ChangesChanges in DemographicsChanges in Customer PreferencesAccess to Key CommoditiesChanges in LegislationEtc.

How To Generate Strategy

Strengths Weaknesses

Opportunities Threats

Internal/Company Specific

External/ In YourBusiness Environment

Leverage Your StrengthsToCapitalize on Opportunities

Select Specific OpportunitiesToDrive GrowthGivenCore Strengths

Invest in personal and businessImprovementsToDefend yourself from competitive attack.

Be constantly on guard.Competitive research

CustomersNetworkMedia

Offense Defense

Threats/ Opportunities: Questions to AnswerWhat are the important trends in the marketplace?

What are the significant competitive trends?

How do your current products compare to the competition?

How do your current products compare vs what your customers need?

How are your customers changing over time? If you project out several years, will they still need what you have today or are they changing faster than you are?

Consumer Changes

Manufacturer Responses

A Marketing Plan• Objective 1• Strategy 1

• Tactic 1• Tactic 2• Tactic 3

• Strategy 2• Tactic 1• Tactic 2• Tactic 3

• Objective 2• Strategy 1

• Tactic 1• Tactic 2• Tactic 3

• Strategy 2• Tactic 1• Tactic 2• Tactic 3

• Objective 3• Strategy 1

• Tactic 1• Tactic 2• Tactic 3

• Strategy 2• Tactic 1• Tactic 2• Tactic 3

What To Include In Your Plan?• Major initiatives regarding:• Changes to your product and/ or service offering• Changes to your pricing strategy• Sales Strategy• New markets you want to enter• Markets you want to exit• Customer plans• New customers you want to sell• Existing customers you want to grow with

What To Include In Your Plan?• Promotion Activity

• Mission• Vision• Values

• Blogging• Newsletters• Social Media• Video

• Do you have a branding strategy? Do your customers understand it?

• Networking• Content Marketing

Goal SettingS.M.A.R.T. Goals

• Specific

• Measurable

• Achievable

• Relevant

• Time Bound

• Start Putting Your Plans on the Calendar• Plan Backwards• Share the Plan• Go Forth and Tweak

Promotion As Sales Funnel

Blog

Social Media

Newsletter

Website Networking

Chambers

Professional NetworksMeet-Up

VolunteerLinkedInFacebookTwitterInstagramthrivebusinessdirectory.comThrive Monthly Newsletter

Guest Speaking

Leads

Examples• http://www.thrivebusinessdirectory.com/

• https://www.facebook.com/A-Cubed-Marketing-Services-1388247084721749/

• https://ui.constantcontact.com/rnavmap/emcf/email/view?flow=view&camefrom=view&agent.uid=1122591219327