Developing a Marketing Communications plan


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Issues to consider when writting a MarCom plan for your startup.

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Developing a Marketing Communications plan

  1. 1. <ul><li>Developing A Successful </li></ul><ul><li>Marketing Plan </li></ul>SRMarCom
  2. 2. <ul><li>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. </li></ul><ul><li> A successful plan is a MarCom Plan </li></ul>SRMarCom
  3. 3. 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
  4. 4. Goals of MarCom <ul><li>Define Market </li></ul><ul><li>Create A Clear & Concise Message </li></ul><ul><li>Ensure the Message is Consistent & Accurate </li></ul><ul><li>Position/Brand the Company/Product </li></ul><ul><li>Track Responses </li></ul><ul><li>Forecast </li></ul>SRMarCom
  5. 5. How To Begin <ul><li>In creating a product, you must first ask </li></ul><ul><li>“ What can be sold?” </li></ul><ul><li>If production / engineering / development state “I can do this – it’s really neat!”. </li></ul><ul><li>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. </li></ul>SRMarCom
  6. 6. Developing A Full MarCom Plan <ul><li>Define your goals: What do you want your end result to be? (This should be more than just “King of the World”) </li></ul><ul><li>Define your market: To whom can you sell to achieve your end goals? (Research, Research, Research) </li></ul><ul><li>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?) </li></ul><ul><li>Define your tactics: What are the specifics in selling your product? (What avenues / channels will you take to sell your product?) </li></ul>SRMarCom
  7. 7. Define Your Goals <ul><li>What is it you want out of your work? </li></ul><ul><li>Sample: </li></ul><ul><li>“ 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.” </li></ul>SRMarCom
  8. 8. Define Your Market <ul><li>Situation Analysis </li></ul><ul><li>Market Analysis: Determine market size, market segmentation, and market growth. </li></ul><ul><li>2. SWOT: Conducted on the company and product. (Strength, Weakness, Opportunity, and Threat) </li></ul><ul><li>3. Competitor Analysis: Conducted on all competitors and competitive products. </li></ul>SRMarCom
  9. 9. Market Analysis <ul><li>Market Size: What is the best case potential? </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Magazine Readership </li></ul></ul><ul><ul><li>Census Bureau – age, education, business, income, spending, geography </li></ul></ul><ul><ul><li>List Houses, Schools </li></ul></ul><ul><ul><li>Competitor Web Sites </li></ul></ul><ul><li>Market Segmentation: What is your niche? </li></ul><ul><ul><li>Parse Market Size numbers into targeted populations for your niche market. Where is the best chance of a sale? </li></ul></ul><ul><ul><li>Behavior Analysis </li></ul></ul><ul><li>Market Growth: What will the future hold? </li></ul><ul><ul><li>What are the projections in the field you are selling to? </li></ul></ul>SRMarCom
  10. 10. SWOT <ul><li>Strength: What are your and your product’s attributes? </li></ul><ul><ul><ul><ul><ul><li>What can you or your product do better than others? </li></ul></ul></ul></ul></ul><ul><li>Weakness: Where are your and your product’s short comings </li></ul><ul><li>Opportunity: What are the market trends? </li></ul><ul><ul><ul><ul><ul><li> Where can you surpass your competition? </li></ul></ul></ul></ul></ul><ul><li>Threat: What is it the competitors can do better than you? </li></ul>SRMarCom
  11. 11. SWOT <ul><li>Analysis must include the company’s history (where it was, where it is and how did it get there). </li></ul><ul><li>Company growth </li></ul><ul><li>Product offerings </li></ul><ul><li>Sales Volume </li></ul><ul><li>Markets Served </li></ul>SRMarCom
  12. 12. Competitor Analysis <ul><li>Who are the competitors? </li></ul><ul><li>What niche markets do they serve? </li></ul><ul><li>Where do they sell? </li></ul><ul><li>How do they price their products? </li></ul><ul><li>What is their financial status? </li></ul>SRMarCom
  13. 13. Define Your Strategy <ul><li>Who is your market? </li></ul><ul><li>Why did you choose this market? </li></ul><ul><li>What behavior of your market can you target? </li></ul><ul><li>Decide: </li></ul><ul><ul><li>How will you compare to competitors? </li></ul></ul><ul><ul><li>What is the pricing structure? </li></ul></ul><ul><ul><li>What is your positioning? </li></ul></ul><ul><ul><li>What are your benefits / value? </li></ul></ul>SRMarCom
  14. 14. Define Your Tactics <ul><li>Define your product </li></ul><ul><li>Define your price </li></ul><ul><li>Define your channels of distribution </li></ul><ul><li>Define your MarCom Plan </li></ul><ul><ul><li>Advertising Direct Response </li></ul></ul><ul><ul><li>Press Releases Promotions </li></ul></ul><ul><ul><li>Public Relations Telemarketing </li></ul></ul><ul><ul><li>Web Site </li></ul></ul>SRMarCom
  15. 15. What’s Next? <ul><li>Develop response measurements </li></ul><ul><li>Assess resources (personnel – monies) </li></ul><ul><li>Develop budget </li></ul><ul><li>Develop time line for implementation </li></ul>SRMarCom
  16. 16. Next Steps <ul><li>For more information or to contact the author: </li></ul>Andy Forbes [email_address]