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Easy Marketing Strategy

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Easy Marketing Strategy Easy Marketing Strategy Presentation Transcript

  • Easy Marketing Strategy
    P. Jay Massey
    11-2010
  • Introductions
    • 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
  • Overview – Mind Map
  • 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
    Marketing Strategy Overview
  • 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
    Marketing Plan Loosely Defined
  • Create a brief paragraph describing your basic marketing goals
    Keep it simply, make it so your mom can understand it
    Overall Marketing Objective(s)
  • Develop several versions:
    15-word description
    25-word description
    50-word description
    100-word description
    250-word description
    Can anyone say multiple “elevator pitch”
    Product / Service Overview
  • Strategic Marketing Plan
  • Target Your Customers
    What are their problems
    Create a solution
    Describe how your product solves their problem
    Describe the benefits to customer
    Positioning Strategy
  • 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
    Branding Strategy
  • List Price
    Wholesale
    Retail
    Volume / Discount Price
    Pricing Strategy
  • Print / Traditional Media
    Press Release
    Online
    Search engine optimization (SEO)
    Organic
    Search engine marketing (SEM)
    Paid placement
    Google Adwords
    Banner ads
    Social media
    Advertising Strategy
  • Direct
    Channel
    Value Added Reseller (VAR)
    Distributor
    Ecommerce
    Sales / Distribution Strategy
  • Announcements
    Targeted geographies
    Launch promotions
    Sales training
    Launch event
    Launch Strategy (optional)
  • Other Marketing Considerations
  • Evaluate your competition
    Identify each of their:
    Strengths
    Weakness
    Opportunities
    Threats
    Competition
  • Identify target markets
    Create a Market Summary for each
    Description
    Current trends
    Estimated size
    Growth rates
    Target Markets
  • Surround yourself people smarter than you
    Advertising / PR agency
    Graphic designer
    Copy writer
    Market analyst
    Web designer / developer
    Communications manager
    Advertising manager
    Marketing Resources
  • 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 _________
    Schedule
  • 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
    Tips
  • Thank You!
    Jay@IdeaLaunchPartners.com
    Linkedin.com/in/PJayMassey
    Slideshare.net/CocoDesign