Thinking Through The Plan

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Thinking Through The Plan

  1. 1. Thinking Through the Plan Michelle Pujadas, CEO Wednesday, October 28, 2009
  2. 2. You only get one chance to make a first impression. 2 Wednesday, October 28, 2009
  3. 3. What is Marketing? MARKETING the profitable identification, attraction, getting and keeping of good (“okay”) customers identify attract keep 3 Wednesday, October 28, 2009
  4. 4. Why Market? Marketing’s role is to condition the market for sales Sales Marketing Awareness Preference Action 4 Wednesday, October 28, 2009
  5. 5. What is a Brand? BRAND the comprehensive identity of a company, product and/or service in the mind of the buyer corporate product service 5 Wednesday, October 28, 2009
  6. 6. Why be Brand-intentional? In our experience… Faster Speed to Objectives With a brand and go-to- market strategy Slower Without a brand and go-to- market strategy Time Months 1-3 Months 3-6 Year 1 Year 2 Year 3 Year 4 Year 5 6 Wednesday, October 28, 2009
  7. 7. A Cohesive Brand is Recognizable 7 Wednesday, October 28, 2009
  8. 8. A Cohesive Brand is Recognizable 8 Wednesday, October 28, 2009
  9. 9. A Cohesive Brand is Recognizable 9 Wednesday, October 28, 2009
  10. 10. A Cohesive Brand is Recognizable 10 Wednesday, October 28, 2009
  11. 11. Getting the Count Right: The 0to5 Roadmap The Zer0 to 5ive Roadmap™ is a proven methodology for formulating go-to-market strategies for new, expanding and repositioning brands. 11 Wednesday, October 28, 2009
  12. 12. Step 0: Set Objectives Success begins with setting objectives that are measurable. What results do you hope to achieve from your efforts? What do you want to learn along the way? 12 Wednesday, October 28, 2009
  13. 13. Step 1: Conduct Research Who is your competition? How are they marketing their products? What is their value proposition? Who are your customers? What are their needs? What are their pain points? 13 Wednesday, October 28, 2009
  14. 14. Step 2: Positioning What category do you fall in? What is your value proposition? How are you unlike the competition? 14 Wednesday, October 28, 2009
  15. 15. Step 2: Positioning For (target customers – beachhead segment) Who are dissatisfied with (current market alternative) (Our product) is a (category) That provides (key problem solving capability) Unlike (the product alternative) We have assembled (key whole product features for your application/service) Geoffrey Moore: Crossing the Chasm 15 Wednesday, October 28, 2009
  16. 16. Step 2: Positioning B XYZ D Easy –to-use C A XYZ F E G Feature Rich 16 Wednesday, October 28, 2009
  17. 17. Step 3: Define Your Brand What three things do you want customers to think about your brand? Is your emphasis more on innovation, price, service, efficiency or something else? What type of brand are you? How does your brand architecture support your brand? 17 Wednesday, October 28, 2009
  18. 18. Step 4: Establish Your Identity What image do you want to project? Are your sales and marketing materials professional? Are they consistent? Does your look and feel align with your brand strategy? 18 Wednesday, October 28, 2009
  19. 19. Step 5: Create Your Plan Your marketing plan sets the course for how you go to market or expand current markets – what is your strategy for going to market? What tactics will you use? 19 Wednesday, October 28, 2009
  20. 20. Plan Development 20 Wednesday, October 28, 2009
  21. 21. Writing Your Plan The marketing plan defines the strategy, message and implementation tactics to achieve the desired results 21 Wednesday, October 28, 2009
  22. 22. Marketing and PR: A New Day Marketing and PR are no longer siloed 22 Wednesday, October 28, 2009
  23. 23. The Tactical Options Have Grown Strategy is impacted Consumer /customer can participate ๏ No longer all push ๏ Brand message harder to control Buyers are self educating Little appreciation of difference between blog post and WSJ.com – however, trusted brands will prevail More crowded than ever Marketing needs to be offline and online to change behavior ๏ Google searches for brands ๏ Google search for type WOM still most valuable 23 Wednesday, October 28, 2009
  24. 24. A half day out of the office can change the way you think about your business. Planning Kick Start $5K 24 Wednesday, October 28, 2009
  25. 25. For more information: Michelle Pujadas michelle@0to5.com 25 Wednesday, October 28, 2009

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