Create a Business Marketing Plan
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Create a Business Marketing Plan

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This presentation from the Smart Insights Webcast series explains how to structure a marketing plan using the SOSTAC(R) planning framework created by PR Smith (see www.prsmith.org for more).

This presentation from the Smart Insights Webcast series explains how to structure a marketing plan using the SOSTAC(R) planning framework created by PR Smith (see www.prsmith.org for more).

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Create a Business Marketing Plan Create a Business Marketing Plan Presentation Transcript

  • 7 Steps to create a marketing planAnnmarie HanlonEvonomie®Discover the 7 steps to create a marketing plan for your business,practical advice that works Digital Marketing Priorities 2013 Brought to you by:
  • About Annmarie Hanlon Trainer, consultant, adviser in digital marketing strategy & business development of social media @annmariehanlon 2
  • In 35 minutes Top level steps from the Business Marketing Planning Guide Worked through example marketing plan Lots of templates you can copy Questions at the end Please interact using the BrightTALK buttons 3
  • SOSTAC®SOSTAC® is is a registered trade mark of PR Smith 4 www.PRSmith.org
  • Example Business Plan 5
  • POLL What stage are you at?  I have already created the marketing plan for my business  I am starting to create the marketing plan for my business  I have never created a marketing plan  I created a marketing plan a while ago  I’m just looking for ideas 6
  • STEP 1. SITUATION ANALYSISUNDERSTANDINGYOUR CUSTOMERS SOSTAC® is is a registered trade mark of PR Smith 7 www.PRSmith.org
  • 1. Understand your customers Why customer insights matter Resources to capture insights Know which questions to ask  Why didn’t you buy from us?  Why did you choose us?  Are you willing to recommend us?  What else can we do for you? 8
  • Software Company Marketing Plan 9
  • STEP 2. SITUATION ANALYSISMARKETING AUDIT:WHERE ARE WE NOW? SOSTAC® is is a registered trade mark of PR Smith 10 www.PRSmith.org
  • 2. Marketing audit Market definition  Buying behaviours Market size  Current issues Industry  Global market background  Forecasts Competitor analysis 11
  • 12
  • Software Company Marketing Plan 13
  • POLL Do you know the approximate market value for your business?  Yes we know the exact value  We have a fair idea  Not really sure 14
  • STEP 3. OBJECTIVESCREATE SUSTAINABLEOBJECTIVES:WHERE DO WE WANT TO GO? SOSTAC® is is a registered trade mark of PR Smith 15 www.PRSmith.org
  • Software Company Marketing Plan 16
  • STEP 4. STRATEGY:SEGMENTING YOUR CUSTOMER BASE SOSTAC® is is a registered trade mark of PR Smith 17 www.PRSmith.org
  • 4. Segment your customers Why bother?  To create market niches  To provide growth for mature markets  To deliver more effective communication  To make the business more efficient 18
  • Software Company Marketing Plan 19
  • Ansoff MatrixUse this to identify new business opportunities 20
  • Productdevelopment:Moving frompersonalisedcards topersonalisedmugs, drinks 21
  • Software Company Marketing Plan 22
  • POLL How many segments does your business have?  I’m not sure  We have 2 segments  3 to 4  More than 5 23
  • STEP 5. STRATEGY:TARGETING NEWCUSTOMERS ANDPOSITIONING YOUR BUSINESS SOSTAC® is is a registered trade mark of PR Smith 24 www.PRSmith.org
  • 5. Target and positionA Positioning Statement makes it easy to describe what your business does.Question Your responseFor (target customer)Who (statement of need or opportunity)The (name of product) is a (product category)That (statement of key benefit - i.e. compellingreason to buyUnlike (primary competitive alternative)Our product (statement of primary differentiation)For manufacturers who want to save money TechChester’s ManufacturingSoftware manages the supplier ordering system more effectively. 25
  • 26
  • STEP 6. TACTICS AND ACTIONCREATE YOUR MARKETINGACTION PLAN SOSTAC® is is a registered trade mark of PR Smith 27 www.PRSmith.org
  • 6. Create your action plan 28
  • STEP 7. CONTROL –MONITOR, MANAGE AND IMPROVE SOSTAC® is is a registered trade mark of PR Smith 29 www.PRSmith.org
  • Measurement techniques 30
  • Tips to keep the plan moving1. Start the plan today, not tomorrow.2. Appoint one person to monitor the entire plan.3. Hold regular review meetings.4. If you don’t do it today, your competitors will!5. If one item is difficult to start, move on.6. Each quarter, review actions and identify where help is needed.7. Stick to the plan! 31
  • Summary – questions please! 1. Understand your  5. Target and customers position 2. Marketing audit  6. Create your 3. Create action plan sustainable  7. Monitor, manage objectives and improve 4. Segment your customers 32
  • Want more? Our full 75 page guide includes: • 30 Best Practice Tips • 35 Strategy Recommendations • Many templates • 12 page worked example • Checklists to share in your business SmartInsights.com http://bit.ly/smartmarketingplans 33