7 Steps to create a marketing planAnnmarie HanlonEvonomie®Discover the 7 steps to create a marketing plan for your busines...
About Annmarie Hanlon     Trainer, consultant,     adviser in digital     marketing strategy &     business development   ...
In 35 minutes Top level steps from the Business Marketing  Planning Guide Worked through example marketing plan Lots of...
SOSTAC®SOSTAC® is is a registered trade mark of PR Smith                                                    4             ...
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 m...
STEP 1. SITUATION ANALYSISUNDERSTANDINGYOUR CUSTOMERS         SOSTAC® is is a registered trade mark of PR Smith           ...
1. Understand your customers Why customer insights matter Resources to capture insights Know which questions to ask   ...
Software Company Marketing Plan                          9
STEP 2. SITUATION ANALYSISMARKETING AUDIT:WHERE ARE WE NOW?         SOSTAC® is is a registered trade mark of PR Smith     ...
2. Marketing audit Market definition        Buying behaviours Market size              Current issues Industry       ...
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  N...
STEP 3. OBJECTIVESCREATE SUSTAINABLEOBJECTIVES:WHERE DO WE WANT TO GO?        SOSTAC® is is a registered trade mark of PR ...
Software Company Marketing Plan                          16
STEP 4. STRATEGY:SEGMENTING YOUR CUSTOMER BASE         SOSTAC® is is a registered trade mark of PR Smith                  ...
4. Segment your customers Why bother?    To create market niches    To provide growth for mature markets    To deliver...
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       ...
STEP 5. STRATEGY:TARGETING NEWCUSTOMERS ANDPOSITIONING YOUR BUSINESS        SOSTAC® is is a registered trade mark of PR Sm...
5. Target and positionA Positioning Statement makes it easy to describe what your business does.Question                  ...
26
STEP 6. TACTICS AND ACTIONCREATE YOUR MARKETINGACTION PLAN          SOSTAC® is is a registered trade mark of PR Smith     ...
6. Create your action plan                         28
STEP 7. CONTROL –MONITOR, MANAGE AND IMPROVE        SOSTAC® is is a registered trade mark of PR Smith                     ...
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...
Summary – questions please! 1. Understand your    5. Target and  customers              position 2. Marketing audit   ...
Want more?      Our full 75 page guide includes:      • 30 Best Practice Tips      • 35 Strategy Recommendations      • Ma...
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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).

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  • Hi Dave, Thank you for share A business marketing Plan,
    Thank U, in my language 'Istimewa' your presentation .
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  • Dave, Thanks for the webinar on creating a Business Marketing Plan. Annmarie was very good at getting a lot of insightful information in under an hour. I like her style of teaching. Thanks for sharing. --Carly Lewis, USA
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Transcript of "Create a Business Marketing Plan"

  1. 1. 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:
  2. 2. About Annmarie Hanlon Trainer, consultant, adviser in digital marketing strategy & business development of social media @annmariehanlon 2
  3. 3. 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
  4. 4. SOSTAC®SOSTAC® is is a registered trade mark of PR Smith 4 www.PRSmith.org
  5. 5. Example Business Plan 5
  6. 6. 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
  7. 7. STEP 1. SITUATION ANALYSISUNDERSTANDINGYOUR CUSTOMERS SOSTAC® is is a registered trade mark of PR Smith 7 www.PRSmith.org
  8. 8. 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
  9. 9. Software Company Marketing Plan 9
  10. 10. STEP 2. SITUATION ANALYSISMARKETING AUDIT:WHERE ARE WE NOW? SOSTAC® is is a registered trade mark of PR Smith 10 www.PRSmith.org
  11. 11. 2. Marketing audit Market definition  Buying behaviours Market size  Current issues Industry  Global market background  Forecasts Competitor analysis 11
  12. 12. 12
  13. 13. Software Company Marketing Plan 13
  14. 14. 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
  15. 15. STEP 3. OBJECTIVESCREATE SUSTAINABLEOBJECTIVES:WHERE DO WE WANT TO GO? SOSTAC® is is a registered trade mark of PR Smith 15 www.PRSmith.org
  16. 16. Software Company Marketing Plan 16
  17. 17. STEP 4. STRATEGY:SEGMENTING YOUR CUSTOMER BASE SOSTAC® is is a registered trade mark of PR Smith 17 www.PRSmith.org
  18. 18. 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
  19. 19. Software Company Marketing Plan 19
  20. 20. Ansoff MatrixUse this to identify new business opportunities 20
  21. 21. Productdevelopment:Moving frompersonalisedcards topersonalisedmugs, drinks 21
  22. 22. Software Company Marketing Plan 22
  23. 23. POLL How many segments does your business have?  I’m not sure  We have 2 segments  3 to 4  More than 5 23
  24. 24. STEP 5. STRATEGY:TARGETING NEWCUSTOMERS ANDPOSITIONING YOUR BUSINESS SOSTAC® is is a registered trade mark of PR Smith 24 www.PRSmith.org
  25. 25. 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. 26. 26
  27. 27. STEP 6. TACTICS AND ACTIONCREATE YOUR MARKETINGACTION PLAN SOSTAC® is is a registered trade mark of PR Smith 27 www.PRSmith.org
  28. 28. 6. Create your action plan 28
  29. 29. STEP 7. CONTROL –MONITOR, MANAGE AND IMPROVE SOSTAC® is is a registered trade mark of PR Smith 29 www.PRSmith.org
  30. 30. Measurement techniques 30
  31. 31. 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
  32. 32. 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
  33. 33. 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
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