P. Jay Massey
11-2010
 Jay Massey
◦ Web Services – University of West Florida
◦ Founder – Coco Design Associates, est. 1994
◦ Principal – Idea ...
◦ Positioning Strategy
 Target Customer 1
 Problems
 How Product Solves Problem
 Benefits to Customer
 Target Custome...
 A Marketing Plan is the strategy you will employ to
get your customers to buy your products / services
 A Marketing Pla...
 Create a brief paragraph describing your
basic marketing goals
 Keep it simple, make it so your mom can
understand it
 Develop several versions:
◦ 15-word description
◦ 25-word description
◦ 50-word description
◦ 100-word description
◦ 250...
 Target Your Customers
◦ What are their problems
◦ Create a solution
◦ Describe how your product solves their problem
◦ D...
 Developing the brand
◦ Naming
◦ Logo
◦ URL
◦ Colors
◦ Slogans
 Put some thought into it, you’re stuck with
this for a l...
 List Price
◦ Wholesale
◦ Retail
 Volume / Discount Price
 Print / Traditional Media
 Press Release
 Online
◦ Search engine optimization (SEO)
 Organic
◦ Search engine marketin...
 Direct
 Channel
◦ Value Added Reseller (VAR)
◦ Distributor
 Ecommerce
 Announcements
 Targeted geographies
 Launch promotions
 Sales training
 Launch event
 Evaluate your competition
 Identify each of their:
◦ Strengths
◦ Weakness
◦ Opportunities
◦ Threats
 Identify target markets
◦ Create a Market Summary for each
 Description
 Current trends
 Estimated size
 Growth rates
 Surround yourself people smarter than you
◦ Advertising / PR agency
◦ Graphic designer
◦ Copy writer
◦ Market analyst
◦ ...
 Positioning Strategy Date _________
 Branding Strategy Date _________
 Pricing Strategy Date _________
 Advertising S...
 Present your Marketing Plan in concise, layman’s
terms describing what your product / service can
do for the customer
 ...
Jay@IdeaLaunchPartners.com
Linkedin.com/in/PJayMassey
Slideshare.net/CocoDesign
Easy Marketing Strategy
Easy Marketing Strategy
Easy Marketing Strategy
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Easy Marketing Strategy

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Easy Marketing Strategy

  1. 1. P. Jay Massey 11-2010
  2. 2.  Jay Massey ◦ Web Services – University of West Florida ◦ Founder – Coco Design Associates, est. 1994 ◦ Principal – Idea Launch Partners ◦ Past President – Amer. Advertising Federation – Pensacola  Duties: ◦ Web Management ◦ Internet Marketing Strategy ◦ Enterprise-level Development ◦ Mentor
  3. 3. ◦ Positioning Strategy  Target Customer 1  Problems  How Product Solves Problem  Benefits to Customer  Target Customer 2  Target Customer 3 ◦ Branding Strategy  Naming  Logo ◦ Pricing Strategy  List Price  Wholesale  Retail  Volume / Discount Price ◦ Advertising Strategy  Print / Traditional Media  Online  Search Engine Optimization (SEO)  Organic  Search Engine Marketing (SEM)  Paid Placement  Google Adwords  Banner Ads  Social Media  Press Release ◦ Sales / Distribution Strategy  Direct  Channel  Value Added Reseller (VAR)  Distributor  Ecommerce
  4. 4.  A Marketing Plan is the strategy you will employ to get your customers to buy your products / services  A Marketing Plan is a subset of your overall Business Plan  The marketing plan includes 5-6 major areas: ◦ Product / Service Positioning Strategy ◦ Branding Strategy ◦ Pricing Strategy ◦ Advertising / Promotions Strategy ◦ Sales / Distribution Strategy
  5. 5.  Create a brief paragraph describing your basic marketing goals  Keep it simple, make it so your mom can understand it
  6. 6.  Develop several versions: ◦ 15-word description ◦ 25-word description ◦ 50-word description ◦ 100-word description ◦ 250-word description  Can anyone say multiple “elevator pitch”
  7. 7.  Target Your Customers ◦ What are their problems ◦ Create a solution ◦ Describe how your product solves their problem ◦ Describe the benefits to customer
  8. 8.  Developing the brand ◦ Naming ◦ Logo ◦ URL ◦ Colors ◦ Slogans  Put some thought into it, you’re stuck with this for a long time  Seek professional help
  9. 9.  List Price ◦ Wholesale ◦ Retail  Volume / Discount Price
  10. 10.  Print / Traditional Media  Press Release  Online ◦ Search engine optimization (SEO)  Organic ◦ Search engine marketing (SEM)  Paid placement  Google Adwords  Banner ads ◦ Social media
  11. 11.  Direct  Channel ◦ Value Added Reseller (VAR) ◦ Distributor  Ecommerce
  12. 12.  Announcements  Targeted geographies  Launch promotions  Sales training  Launch event
  13. 13.  Evaluate your competition  Identify each of their: ◦ Strengths ◦ Weakness ◦ Opportunities ◦ Threats
  14. 14.  Identify target markets ◦ Create a Market Summary for each  Description  Current trends  Estimated size  Growth rates
  15. 15.  Surround yourself people smarter than you ◦ Advertising / PR agency ◦ Graphic designer ◦ Copy writer ◦ Market analyst ◦ Web designer / developer ◦ Communications manager ◦ Advertising manager
  16. 16.  Positioning Strategy Date _________  Branding Strategy Date _________  Pricing Strategy Date _________  Advertising Strategy Date _________  Distribution Strategy Date _________ (Product generally available at this time)  Launch Strategy Date _________  Distribution Channel Communication _________  Initiate Press Release Distribution _________  Begin Advertising _________
  17. 17.  Present your Marketing Plan in concise, layman’s terms describing what your product / service can do for the customer  Use the strategic Marketing Plan outline as a template to create an on-hand presentation to be able to take advantage of immediate opportunities  It’s not about being lucky, it’s about being ready
  18. 18. Jay@IdeaLaunchPartners.com Linkedin.com/in/PJayMassey Slideshare.net/CocoDesign
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