Developing a Marketing Communications plan

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    Developing a Marketing Communications plan - Presentation Transcript

      • Developing A Successful
      • Marketing Plan
      SRMarCom
      • A successful marketing plan integrates all marketing activities with all other company departments to surround the consumer without them ever knowing they are being inundated with your message.
      • A successful plan is a MarCom Plan
      SRMarCom
    1. MarCom is an Integrated Marketing and Communications Plan. MarCom elements serve as the foundation of a company’s business plan. MarCom ensures that all company departments and personnel communicate the same message to the same targeted audience. What Is MarCom? SRMarCom
    2. Goals of MarCom
      • Define Market
      • Create A Clear & Concise Message
      • Ensure the Message is Consistent & Accurate
      • Position/Brand the Company/Product
      • Track Responses
      • Forecast
      SRMarCom
    3. How To Begin
      • In creating a product, you must first ask
      • “ What can be sold?”
      • If production / engineering / development state “I can do this – it’s really neat!”.
      • The marketer must ask “Is there a market and can it be sold?” If not, as interesting as the product would be, it’s a waste of company resources.
      SRMarCom
    4. Developing A Full MarCom Plan
      • Define your goals: What do you want your end result to be? (This should be more than just “King of the World”)
      • Define your market: To whom can you sell to achieve your end goals? (Research, Research, Research)
      • Define your strategy: How will you sell your product? (Do you want to be known for quality – selling at a higher price – or as a mass marketer – selling at a lower price?)
      • Define your tactics: What are the specifics in selling your product? (What avenues / channels will you take to sell your product?)
      SRMarCom
    5. Define Your Goals
      • What is it you want out of your work?
      • Sample:
      • “ I want my software to be known as the best CAD product for landscapers in the industry – complete, easy to use and affordable for independents as well as firms.”
      SRMarCom
    6. Define Your Market
      • Situation Analysis
      • Market Analysis: Determine market size, market segmentation, and market growth.
      • 2. SWOT: Conducted on the company and product. (Strength, Weakness, Opportunity, and Threat)
      • 3. Competitor Analysis: Conducted on all competitors and competitive products.
      SRMarCom
    7. Market Analysis
      • Market Size: What is the best case potential?
        • Surveys
        • Magazine Readership
        • Census Bureau – age, education, business, income, spending, geography
        • List Houses, Schools
        • Competitor Web Sites
      • Market Segmentation: What is your niche?
        • Parse Market Size numbers into targeted populations for your niche market. Where is the best chance of a sale?
        • Behavior Analysis
      • Market Growth: What will the future hold?
        • What are the projections in the field you are selling to?
      SRMarCom
    8. SWOT
      • Strength: What are your and your product’s attributes?
              • What can you or your product do better than others?
      • Weakness: Where are your and your product’s short comings
      • Opportunity: What are the market trends?
              • Where can you surpass your competition?
      • Threat: What is it the competitors can do better than you?
      SRMarCom
    9. SWOT
      • Analysis must include the company’s history (where it was, where it is and how did it get there).
      • Company growth
      • Product offerings
      • Sales Volume
      • Markets Served
      SRMarCom
    10. Competitor Analysis
      • Who are the competitors?
      • What niche markets do they serve?
      • Where do they sell?
      • How do they price their products?
      • What is their financial status?
      SRMarCom
    11. Define Your Strategy
      • Who is your market?
      • Why did you choose this market?
      • What behavior of your market can you target?
      • Decide:
        • How will you compare to competitors?
        • What is the pricing structure?
        • What is your positioning?
        • What are your benefits / value?
      SRMarCom
    12. Define Your Tactics
      • Define your product
      • Define your price
      • Define your channels of distribution
      • Define your MarCom Plan
        • Advertising Direct Response
        • Press Releases Promotions
        • Public Relations Telemarketing
        • Web Site
      SRMarCom
    13. What’s Next?
      • Develop response measurements
      • Assess resources (personnel – monies)
      • Develop budget
      • Develop time line for implementation
      SRMarCom
    14. Next Steps
      • For more information or to contact the author:
      Andy Forbes [email_address]

    + Andy ForbesAndy Forbes, 3 years ago

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