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
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