Thinking Through The Plan

Thinking Through the Plan Michelle Pujadas, CEO Wednesday, October 28, 2009

You only get one chance to make a ﬁrst impression. 2 Wednesday, October 28, 2009

What is Marketing? MARKETING the proﬁtable identiﬁcation, attraction, getting and keeping of good (“okay”) customers identify attract keep 3 Wednesday, October 28, 2009

Why Market? Marketing’s role is to condition the market for sales Sales Marketing Awareness Preference Action 4 Wednesday, October 28, 2009

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

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

A Cohesive Brand is Recognizable 7 Wednesday, October 28, 2009

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

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

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

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

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

Step 2: Positioning B XYZ D Easy –to-use C A XYZ F E G Feature Rich 16 Wednesday, October 28, 2009

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

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

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

Plan Development 20 Wednesday, October 28, 2009

Writing Your Plan The marketing plan deﬁnes the strategy, message and implementation tactics to achieve the desired results 21 Wednesday, October 28, 2009

Marketing and PR: A New Day Marketing and PR are no longer siloed 22 Wednesday, October 28, 2009

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

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

For more information: Michelle Pujadas michelle@0to5.com 25 Wednesday, October 28, 2009

Thinking Through The Plan

by Zer0 to 5ive on Oct 28, 2009

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