Marketing plans made simple
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Transcript of Marketing plans made simple
Laura Wiegert and Mark McLaughlinChamber Café
January 24, 2012
SWOT AnalysisStrengths
WeaknessesOpportunities
Threats
Evaluating your business and the market
StrengthsInternal – within your businessYour company’s strengths; foundation
Personal education/experienceFacilities and equipmentFinancial resourcesLocation
Examples
WeaknessesInternal – within your businessWeaknesses you need to overcome
Personal education/experienceFacilities and equipmentFinancial resourcesLocation
Examples
OpportunitiesExternal – in the marketplaceOpportunities to take advantage of
Demand for product/serviceCompetitionRegulation; requiredDemographicsSocio-economic factors
Examples
ThreatsExternal – in the market placeThreats that may be barriers to success
Demand for product/serviceCompetitionRegulation; requiredDemographicsSocio-economic factorsCost for supplies, employees, space
Examples
Marketing Plans Made SimpleMy Marketing Plan
Basic plan – focus on small business
Build your plan during this presentation
My Marketing Plan1. What is the reason for my existence?
My Marketing Plan2. What sets my business apart from the rest?
My Marketing Plan3. Who else does what I do?
My Marketing Plan4. Who is my ideal customer(s)?
My Marketing Plan5. What’s most important to my ideal customer?
My Marketing Plan6. What do I want to accomplish this year?
Be specific; Measurable Timeline
Financial target Number of customers Number of services/products sold Expansion of building completed Education/training completed
My Marketing Plan7. How am I going to get there?
Marketing Activities (Details later) Actions to take step by step
Promotions Hiring staff Borrowing money
My Marketing Plan8. What message will trigger my customer to think of my business?
Related to #5 – What’s important to my customer?
How to communicate Appearance Sound Timing Key words
My Marketing Plan9. How much money will I need to get it done?
Consider all expenses Pay and benefits Rent and utilities Insurance Advertising License fees Equipment Remodeling Supplies
What may be unique to your business?
Sample Plan
Marketing Activities Worksheet
SAMPLES in your packet:
Open HouseCustomer Referral ProgramPromotional Mailer
Marketing Activities WorksheetNEWSLETTER1. Action2. How completed3. When begin and end4. Who is responsible5. Where will the activity take place6. How much will the activity cost7. How will it contribute to profitability8. How do I track effectiveness
Questions?Questions?
Thank YouThank You