Marketing Planning for SMEs     & Set Square Surveyors              SME 3.0           9th June 2012
Show Time… Have you checked in? Have you tweeted?    @MoorestpehensUK Have you got your hula hoop?    http://www.guard...
Agenda1.   Introductions2.   What is Marketing Planning?3.   Who & What is Set Square?4.   The Interactive Bit5.   Wrap-Up...
Who are Andy & Phil?Phil Szomszor                                Andy BargeryDirector & Head of Digital                   ...
Session Aims Session aims How can marketing planning help?
Photo from Indi.ca: http://www.flickr.com/photos/indi/
http://www.flickr.com/photos/rubberdragon/
Photo by Tom Saint: http://www.flickr.com/photos/tomsaint/
Image courtesy of Joe Shlabotnik http://www.flickr.com/photos/joeshlabotnik/
Probability
Photo by Granit Architects: http://www.flickr.com/photos/granitarchitects
Image by Juhan Sonin: http://www.flickr.com/photos/juhansonin/
Marketing
Is this what mostSMEs are doing?
The Headless Chicken
Image courtesy of Jonny Goldsteinhttp://www.flickr.com/photos/jonnygoldstein/          A Marketing Plan
SOSTAC ®PR Smith’s framework for straight forward planning    1.   Situation             →    Where are we now?    2.   Ob...
SOSTAC ® in PracticeMarketing Plan 2011Summary Objectives                                                                 ...
Who & What is Set Square?Set Square is a surveyors practice, run by Paul FrenchWeb:                                       ...
Situation AnalysisWhat do we know about Set Square? London based surveyors practice Specialised on dilapidations surveyi...
Situation AnalysisWhat do we know about Set Square? Customers are professional buyers – other surveyors, ‘Director of Pro...
Objectives        Top 3 objectives are:           1. Establish key proposition           2. Develop a business           ...
Strategic ChoiceRecommend four areas for the group to focus on:1.   Brand2.   Positioning & Differentiation3.   Business D...
The Task           1                     2                    3                    4   Bullet 1Brand challenge:         P...
Wrap-up & Conclusions Time to turn these ideas into a structured marketing plan Remember this: Marketing Plan 2011 Summa...
Thanks for taking part!
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Marketing Planning Workshop (for Set Square) June 2012

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Marketing planning workshop delivered by Andy Bargery & Phil Szomszor at 'Social Media Engagement 3.0' in London.

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  • This session will be useful for you if you answer yes to any of these questions: Have you ever placed an advert in a magazine or the Yellow Pages after a sales cold call? Have you been asked to pay a colour separation charge after sending out a press release? Have you setup a Facebook page and a twitter handle but haven’t defined how you will measure it its working, or you don’t have any 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 marketing Drive return on investment (ROI) Control your budgets Identify which tactics work Reduce 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 segments
  • Marketing Planning Workshop (for Set Square) June 2012

    1. 1. Marketing Planning for SMEs & Set Square Surveyors SME 3.0 9th June 2012
    2. 2. Show Time… Have you checked in? Have you tweeted?  @MoorestpehensUK Have you got your hula hoop? http://www.guardian.co.uk/music/2012/jun/04/diamond-jubilee-concert-buckingham-palace
    3. 3. Agenda1. Introductions2. What is Marketing Planning?3. Who & What is Set Square?4. The Interactive Bit5. Wrap-Up & Conclusions
    4. 4. Who are Andy & Phil?Phil Szomszor Andy BargeryDirector & Head of Digital Managing DirectorCitigate Dewe Rogerson Klaxon MarketingTwitter: @theredrocket Twitter: @andybargerySpecialist skills: digital strategy, media Specialist skills: Marketing strategy,relations, start-up communications communication, lead generation Associate Member of the CIM
    5. 5. Session Aims Session aims How can marketing planning help?
    6. 6. Photo from Indi.ca: http://www.flickr.com/photos/indi/
    7. 7. http://www.flickr.com/photos/rubberdragon/
    8. 8. Photo by Tom Saint: http://www.flickr.com/photos/tomsaint/
    9. 9. Image courtesy of Joe Shlabotnik http://www.flickr.com/photos/joeshlabotnik/
    10. 10. Probability
    11. 11. Photo by Granit Architects: http://www.flickr.com/photos/granitarchitects
    12. 12. Image by Juhan Sonin: http://www.flickr.com/photos/juhansonin/
    13. 13. Marketing
    14. 14. Is this what mostSMEs are doing?
    15. 15. The Headless Chicken
    16. 16. Image courtesy of Jonny Goldsteinhttp://www.flickr.com/photos/jonnygoldstein/ A Marketing Plan
    17. 17. SOSTAC ®PR Smith’s framework for straight forward planning 1. Situation → Where are we now? 2. Objectives → Where do we want to get to? 3. Strategy → How are we going to get there? 4. Tactics → What’s actually going to happen? 5. Action → When is it going to happen? 6. Control → How will I know it’s been achieved?
    18. 18. SOSTAC ® in PracticeMarketing Plan 2011Summary Objectives 1. Summary objectives and core1. Grow sales of software by 20% during 2011 4. Assign a timeline to each tactic strategySummary Strategy1. build sales pipeline within financial services sector2. invest in CRM platform Cost perTactic Budget Target / Measure Leads lead Owner Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11Campaign LedTargeted advertising: Linkedin inMail, Google CPC, 1x trade £8,000 100 new leads into pipeline 100 £60pressdesign creative - copy and artworkingImplement campaign 2. Define your tactics and stepsMeasure effectivenessAssess and take corrective action required to executeEnsure leads built into pipelineThree step campaign: email, whitepaper & telemarketing £10,000 50 new leads acquired 50 £400Design creative assets 25 leads into warm propsectsCreate whitepaperBuild campaign landing page and data captureeDM broadcastTM follow-up 3. Allocate a budget, measure ofAssess and take corrective action success, target leads and an ownerEnsure leads built into pipelineMomentum LedSearch Engine Optimisation £1,000 20 enquiries, 1st page google 20 £100Social media management - Twitter / LinkedIn / Blog £1,000 1,000 followers, 5 enquiries 5 £200 5. Assess likely performance and align to marketing objectivesTOTAL £20,000 90Agency Fees £5,000Total Marketing spend £25,000 newTotal Leads Generated 175 at 25% conversion rate = 35 clientsAverage Cost per Lead £143 Average cost per client £715
    19. 19. Who & What is Set Square?Set Square is a surveyors practice, run by Paul FrenchWeb: Blog:http://setsquaresurveyors.co.uk www.dilapidationsexpertise.wordpress.comTwitter: @pfrenchUK
    20. 20. Situation AnalysisWhat do we know about Set Square? London based surveyors practice Specialised on dilapidations surveying (80 – 85% of turnover), but alsogeneral practice too Small team of 8 but looking to grow to 15-20 people & £1m t/o Difficulties in growth include:  finding new work  management time / expertise Majority of sales / business development led by Paul Partners focus on service delivery Clients can achieve substantial money savings e.g. £80k fees with Set Squaresaved one client over £2m Typical clients are companies that lease large office / commercial spaces
    21. 21. Situation AnalysisWhat do we know about Set Square? Customers are professional buyers – other surveyors, ‘Director of Property’ Typically well qualified Target markets are UK and Channel Islands, although not Scotland whereproperty laws are different Marketing tactics to date include:  networking  Twitter (@pfrenchuk)  blog & website  TAG breakfast  BNI  Linkedin Currently planning a new brand for Dilapidations specialism Dilapidations surveying much more profitable than general practice
    22. 22. Objectives  Top 3 objectives are: 1. Establish key proposition 2. Develop a business development strategy 3. Decide on the right marketing tools  This is where you come in…http://alexandraattack.deviantart.com/art/Crowd-Surfing-175048890?q=&qo=
    23. 23. Strategic ChoiceRecommend four areas for the group to focus on:1. Brand2. Positioning & Differentiation3. Business Development4. Online
    24. 24. The Task 1 2 3 4  Bullet 1Brand challenge: Positioning & Business Online & Social:1. How can bullet 1  Sub SS use Differentiation: development: 1. How can SS brand as an 1. Should SS have 1. Should SS hire use their asset? 2 Bullet two identities? a BDM? website more  Sub bullet 22. Should SS 2. Create a 1-2 2. What tools can effectively? create a sentence SS use to find Content assets separate proposition. new business? required? brand? Why? 3. What are the 3. How would 2. What social3. Create a main you start a tools should SS strapline to be marketing conversation be using? used for tools to with a new 3. What content website/market communicate prospect? should SS ing. positioning? create?
    25. 25. Wrap-up & Conclusions Time to turn these ideas into a structured marketing plan Remember this: Marketing Plan 2011 Summary Objectives 1. Grow sales of software by 20% during 2011 Summary Strategy 1. build sales pipeline within financial services sector 2. invest in CRM platform Cost per Tactic Budget Target / Measure Leads lead Owner Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Campaign Led Targeted advertising: Linkedin inMail, Google CPC, 1x trade press £8,000 100 new leads into pipeline 100 £60 design creative - copy and artworking Implement campaign Measure effectiveness Assess and take corrective action Ensure leads built into pipeline Three step campaign: email, whitepaper & telemarketing £10,000 50 new leads acquired 50 £400 Design creative assets 25 leads into warm propsects Create whitepaper Build campaign landing page and data capture eDM broadcast TM follow-up Assess and take corrective action Ensure leads built into pipeline Momentum Led Search Engine Optimisation £1,000 20 enquiries, 1st page google 20 £100 Social media management - Twitter / LinkedIn / Blog £1,000 1,000 followers, 5 enquiries 5 £200 TOTAL £20,000 90 Agency Fees £5,000 Total Marketing spend £25,000 new Total Leads Generated 175 at 25% conversion rate = 35 clients Average Cost per Lead £143 Average cost per client £715
    26. 26. Thanks for taking part!

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