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Marketing Planning for Able Power & Other SMEs and Startups
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Marketing Planning for Able Power & Other SMEs and Startups

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Marketing and communications planning workshop created for TAGTribe's SME 2.0 event in London on August 3rd 2011. Workshop cetnred around Able Power - an energy Brokerage Firm in London and was …

Marketing and communications planning workshop created for TAGTribe's SME 2.0 event in London on August 3rd 2011. Workshop cetnred around Able Power - an energy Brokerage Firm in London and was jointly run by Klaxon Marketing and Citigate Dewe Rogerson.

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  • Symptoms of HCT:Have you ever placed an advert in a magazine after a sales cold call? Have you been asked to pay a colour separation charge after sending out a press release? Do you have a Facebook page and a twitter handle but not friends or followers? Do you know how much you spend on marketing, but not how much money it generates? Benefits of Marketing planning? Manage performance of your marketingDrive return on investment (ROI)Control your budgetsIdentify which tactics workReduce your costs (and increase profits)Maintain sanity!
  • Situation AnalysisSWOT analysisCompetitionMarket positioningObjectivesDefine what you want to achieve e.g. Sales growth, market share, increased profitability3. StrategyWhat are the factors involved in achieving each objective e.g. Sales example, develop value propositions and build sales pipeline4. TacticsThe specific campaign elements. For example telemarketing for building sales pipeline5. Action Schedule your campaign into ensure it integrates with over campaigns and is well managed6. Control Keeping track of who does what, when and at what cost – the measurement side of things.
  • We should verify that in an ideal world that you would usually do these activities in concert, not separately. So at the risk of creating one of those folding paper drawings where someone draws the head, passes it on to someone to draw the body etc., let’s try and create a marketing plan in segment

Transcript

  • 1. Marketing Planning for Able Power(and other SMEs or Startups)
    SME 2.0
    3rd August 2011
  • 2. Agenda
    • Introduction
    • 3. Situation Analysis
    • 4. Objectives
    • 5. Strategic Choice
    • 6. The Task
    • 7. Wrap-Up & Conclusions
  • Who are Andy & Phil?
    Andy Bargery
    Managing Director
    Klaxon Marketing
    Twitter: @andybargery
    Specialist skills: Marketing strategy, communication, lead generation
    Associate Member of the CIM
    Phil Szomszor
    Director & Head of Digital
    CitigateDewe Rogerson
    Twitter: @theredrocket
    Specialist skills: digital strategy, media relations,
    start-up communications
  • 8. Introduction
    • Session aims
    • 9. What is the ‘Headless Chicken Trap?’
    • 10. How can marketing planning help?
    • 11. What does a simple marketing plan look like?
  • SOSTAC ®
    PR Smith’s framework for straight forward planning
    Situation
    Objectives
    Strategy
    Tactics
    Action
    Control
    • Where are we now?
    • 12. Where do we want to get to?
    • 13. How are we going to get there?
    • 14. What’s actually going to happen?
    • 15. When is it going to happen?
    • 16. How will I know it’s been achieved?
  • SOSTAC ® in Practice
    1. Summary objectives and core strategy
    4. Assign a timeline to each tactic
    2. Define your tactics and steps required to execute
    3. Allocate a budget, measure of success, target leads and an owner
    5. Assess likely performance and align to marketing objectives
  • 17. Situation Analysis
    • What do we know so far about Able Power?
    • 18. Offer companies the opportunity to save money on their energy bills
    • 19. A young company that has a proven business model and now wants to grow
    • 20. Model is like an IFA i.e. make money on commission on the brokerage deal
    • 21. Growth to date through referrals and networks
    • 22. Good customers are power hungry businesses: hotels, manufacturing / processing
    • 23. There is a volume revenue opportunity from smaller energy consumers too
    • 24. Little marketing to date, wary of being “leaflet leavers” and want to be green
    • 25. Want to position as open, honest and providing a service with integrity
    • 26. Aim is to provide a high quality service to all customers
    • 27. Brochure website is on the way
    • 28. The industry as a whole does little marketing, there is a lack of trust
    • 29. The industry has a bad reputation
    • 30. Starting point for any new client is an energy audit, then consult on brokered deals
  • Objectives
    • Now that the concept has been proved to work, the objective is to ‘launch’ Able Power to the market
    • 31. We recommend focusing on three core areas: football clubs, hotels/restaurants and body shops
    • 32. The aim is to create a pipeline of leads through a sales and marketing campaign – one that is scalable and doesn’t rely solely on the founders’ personal networks
    • 33. Communicate the company’s USPs in a crowded and messy market
    • 34. This is where you come in…
  • Strategic Choice
    Recommend a three pronged strategy for Able Power
    Establish a market position
    • Branding
    • 35. Communications
    Focus on targeted lead generation
    Develop an effective referral programme
  • The Task
    2
    1
    3
    Lead generation challenge:
    Establish a set of tactics for generating leads and winning business
    Consider the content assets required
    Think about budget and timing
    Factor in likely success criteria
    Brand challenge:
    Develop the brand proposition…
    A strapline
    An elevator pitch, explaining what problem the company solves (30 words)
    Key messages
    Visual cues – e.g. colours, logo, visuals
    Comms challenge:
    Develop the comms tactics…
    Decide on the comms tools – e.g. Twitter, PR, blog, website
    How these tools will be rolled out across markets
    Creative ideas for campaigns
  • Wrap-up & Conclusions
    • Time to turn these ideas into a structured marketing plan
    • 42. Remember this:
  • Thanks for participating