How to write a marketing plan
18
HOW ABOUT A MARKETING PLAN THE STEPS TO CREATING YOUR OWN MARKETING PLAN 2010
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Overview on how to write a marketing plan. Guides you through the important steps to consider as you put your plan together.
Transcript of How to write a marketing plan
HOW ABOUT A MARKETING PLAN THE STEPS TO CREATING YOUR OWN MARKETING PLAN
2010
WHAT IS MARKETING?
“Marketing is the delivery of customer satisfaction at a profit.”
The 4 P’s The 4 C’s Product Customer Solution Price Customer Cost Place Convenience Promotion Communication
WHAT WILL A MARKETING PLAN DO FOR ME?
Help you establish goals Force you to look at your competition Take a process approach to your business Add discipline Drive strategy Create parameters for helping to make informed decisions Help produce results
GETTING STARTED: KEY COMPONENTS
Situation Analysis
Marketing Strategy
Sales Forecast
Expense Budget
MARKETING PLAN COMPONENTS: BREAKING IT DOWN
SITUATION ANALYSIS Market Summary
What is the market? What are the trends Who is my customer
SWOT Analysis Strengths Weaknesses Opportunities Threats
Competition
Situation Analysis
Marketing Strategy
Sales Forecast
Expense Budget
SWOT ANALYSIS
MARKETING PLAN COMPONENTS
MARKETING STRATEGY
How do you plan to reach your goals?
Focus on your strengths and opportunities
What is your value proposition? What are the main
benefits you offer Who is your target
customer What price
Situational Analysis
Marketing Strategy
Sales Forecast
Expense Budget
Situational Analysis
Marketing Strategy
Sales Forecast
Expense Budget
EXAMPLES OF VALUE PROPOSITION
Your plan should support your value proposition
EXAMPLE: Michelin Tires: Offers safety conscious parents greater security in tires, at a premium price.
EXAMPLE: Quickbooks: Offers user friendly, dynamic accounting software at an affordable price point for small business
FURTHER DEFINING VALUE THROUGH THE CUSTOMER’S EYES
What does the customer get from me that he/she doesn’t get anywhere else
Find the value you create for the customer
HOW TO ACTIVITY: 1. List all of the business problems your offering solves for
customers 2. Highlight those problems you solve better than anyone
else
THINK ABOUT BENEFITS
Features Six cylinders Four cup holders Leather seats Reclining seats On-board GPS Airbags
Benefits Powerful Storage Prestige Comfort Convenience Safety
IDEAL CUSTOMERS: DO YOU KNOW WHO THEY ARE?
What are their attributes? List them. Where can you find them? Helps you figure out your market potential and growth
potential
ONE PAGE MARKETING PLAN: GETTING STARTED
Get started by focusing on one to three key objectives Be a leader in those areas Own a feature your market highly values Develop one strong marketing message that communicates
your leadership and position Make sure all communications support that message
CRAFT YOUR “ELEVATOR” STORY
A brief explanation that describes: Typical problem you solve best or better than your competition How you helped and what was unique
Problem you solve
• A simple paragraph
Elevator Story
Unique way you help
ELEMENT THREE’S ELEVATOR STORY
“Element Three is like having a marketing department in house that’s capable of assessing the situation and giving you the right blend of marketing insight, brand clarity, and creativity to meet you goals. We ensure you spend your resources on the highest impact activities and can show results for your marketing efforts.”
DEMAND CREATION TACTICS
• Websites, email marketing, SEO, webinars, Angie’s List
On line media
• Facebook, My Space, Twitter • Blogs
Social Media
• Tradeshows, conferences, workshops, speaking engagements Events
DEMAND CREATION TACTICS
• Press Releases, news coverage, article placement, sponsorships
Public Relations
• Print, newsletters, publications,programs Advertising
• Word of mouth, video, YouTube Viral
SUM IT UP : STEPS TO A PLAN
Define Product Offering Price Budget Target Markets Competition Goals Strengths, Weaknesses, Opportunities, Threats Strategies Tactics Promise Message
