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12035 what so_what_what_now_strategic_marketing_plan_final


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strategic marketing plan... it`s quite important

strategic marketing plan... it`s quite important

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  • 1. 6/27/2012 1Copyright Unity Marketing, 2012
  • 2.  In my last corporate job I worked for Lynda Resnick at The Franklin Mint.Today Lynda is the “POM Queen;” She and her husband Stewart own thePOM Wonderful brand of pomegranate juice products plus FIGI WaterPOM Wonderful brand of pomegranate juice products, plus FIGI Water,Wonderful Pistachio “get crackin’” nuts, the Little Cuties clementines,Teleflora, and more. I learned a lot from Lynda, but most importantly Ilearned that in business, marketing is everything.◦ The American Marketing Association defines marketing as: Marketing is the activity set of institutions and processes for Marketing is the activity, set of institutions, and processes forcreating, communicating, delivering, and exchanging offerings thathave value for customers, clients, partners, and society at large. When I worked at The Mint, my job was, just like it is today, to conductresearch and present the findings to decision-making executives aboutthe market the consumers the competition Before my presentations shethe market, the consumers, the competition. Before my presentations shewould say, “Pam tell me the ‘What,” the ‘So What,’ the ‘Now What.’ Theanswer to these three questions was my guide to creating mypresentations.◦ The ‘What’ is what information was discovered through the research◦ ‘So What’ is why the information is important◦ So What is why the information is important◦ “Now What’ is the ways to use the information for competitiveadvantage, to market more successfully. Lynda’s book, Rubies in the Orchard, helps you get inside the head of thisamazing marketer.© Unity Marketing, 2012 6/27/2012 2
  • 3.  WhatY ’ d d◦ You’ve created a product, newservice, or business concept So What◦ You want a return on yourinvestment, to make money fromwhat you createdy Now What◦ You need a road map to marketyour product or service to findyour product or service to findpotential consumers and turnthem into paying customers.© Unity Marketing, 2012 6/27/2012 3
  • 4. “If you don’t know whereyou’re going, any road willtake you there.” --attributed to Lewis Carroll6/27/2012© Unity Marketing, 2012 4
  • 5.  This program is designed forsmall to medium-sizedsmall to medium sizedbusiness, specifically forbusinesses that areindependently owned andoperated, organized for profit,d d hp g pand not dominant in theirfield. Appropriate for manufacturingbusinesses; serviceb l bbusinesses; retail businesses. Pam’s expertise toward theaffluent consumer segmentprovides added value forb h hbusiness that target theupper-middle and higherincome consumer segment.6/27/2012© Unity Marketing, 2012 5
  • 6.  ‘Heavy Lifters’ in consumer Heavy-Lifters in consumermarket Top 20% of U.S. households:◦ 50% of the nations income◦ 40% of all consumer spending◦ 90% of discretionary incomeleft over after the necessitiesare paid As middle-class getsweaker, upper-middle andweaker, upper middle andaffluent customers are goingto become even moreimportant to all businesses.6© Unity Marketing, 2011
  • 7.  Create a Strategic Marketing Create a Strategic MarketingPlan for your business It will be your guide for allmarketing-relatedti iti i l di thactivities, including the4P’s of marketing Product, Price,Promotion PlacementPromotion, Placement And the missing P PeopleI have created a new consulting service that leverages all the experience Ihave working with big companies and major brands to help small andmid-sized businesses. I will work with you to research your business,l i i d d l i k i l i dMy ProposalMy Proposalexplore opportunities and develop a strategic marketing plan customizedto your business.6/27/2012© Unity Marketing, 2012 7
  • 8. Needs AnalysisNeeds AnalysisOn goingMarketingAuditOn-goingConsultation &SupportMarketingReport CardStrategicMarketing Plan6/27/2012© Unity Marketing, 2012 8
  • 9.  You and your corporate team meetwith Pam Danziger to discuss yourb i bj ti h ll dbusiness objectives, challenges andissues.◦ Pam will conduct activities to help youdelve more deeply into needs,opportunities, challenges. We define what you want out of this We define what you want out of thisproject and what you want to achievethrough your marketing program. We focus on the end goal of thisprocess to see where we need to, wantto goto go. Specifics:◦ In-person meeting at your offices; setaside 1 day for introductions, meeting,activities. Deliverables: Deliverables:◦ Report summarizing goals and objectivesof marketing program, defined marketinggoals and objectives. You will finalizegoals before moving on to the next step.6/27/2012© Unity Marketing, 2012 9
  • 10.  Pam conducts a marketing audit to see howyou currently market your business and howwell your marketing program works. This isthe research phase of the project where Pamp p jtalks with key staff members about thebusiness; key accounts that sellproducts/services or key customers that buyproducts/services.◦ Pam focuses on the 4 P’s of marketing – Product,Price, Promotion, Placement/Distribution -- plusthe missing P the people who buy yourthe missing P – the people who buy yourproducts, services.◦ This phase will also include a competitiveanalysis: who your key competitors are and whatyou can learn from them. Resources:◦ You need to give Pam all access to your◦ You need to give Pam all-access to yourbusiness: what you do, who does it, how well itperforms. As a highly-skilled researcher, Pamwill interview your key accounts, key customers,key staff to make them feel special and valued aspartners in your business. Specifics:◦ Each marketing audit is as different as eachbusiness but usually the marketing audit isconducted remotely, by phone using a scriptthat assures confidentiality. Deliverables:◦ Pam will turn over all research materials,interviews analyses to client upon completion ofinterviews, analyses to client upon completion ofthe strategic marketing plan.6/27/2012© Unity Marketing, 2012 10
  • 11.  In this phase Pam will review with you andyour corporate team the results of themarketing audit Specifically what issues shemarketing audit. Specifically what issues sheuncovered about your marketing efficiencyand effectiveness. She will review yourmarketing strengths, weaknesses,opportunities, threats. We discuss what was uncovered in theresearch about your business yourresearch about your business, yourcompetitive environment and your customerbase. We will review your marketing goals inlight of the research results – Are thosegoals achievable? Are those goals feasible?Should we change the goals, modify thegoals dial the goals up or down based upongoals, dial the goals up or down based uponthe findings from the research? Specifics:◦ In-person meeting at your offices; set aside ½-1day for research review, discussion, next steps. Deliverables:◦ Report summarizing marketing audit findings,essentially a ‘report card’ about your business.6/27/2012© Unity Marketing, 2012 11
  • 12.  Pam will deliver a detailed strategicmarketing plan detailing key strategiesf P d t P i P tifor Product, Price, Promotion,Placement/Distribution that will helpyou connect and build market sharewith your target market. In the plan she will recommendresources to fill specific needs that areresources to fill specific needs that areidentified, e.g. advertising agencies,website developers, internet & socialmedia support, logo designers, brand-building resources, media placement,dm list managers independent salesdm list managers, independent salesreps, sales training, public relations,etc. Specifics:◦ In-person meeting at your offices; setaside ½-1 day for research review,aside ½ 1 day for research review,discussion, next steps. Deliverables:◦ Detailed marketing strategic plan withstrategies, tactics, next steps andresources defined.6/27/2012© Unity Marketing, 2012 12
  • 13.  To help keep you on courseand moving forward withand moving forward withyour strategic marketingplan, Pam provides a one-hour conference callmonthly for up to sixmonths. Thereafter,consultation and supportl bl d davailable on an as-neededor monthly retainer basis.6/27/2012© Unity Marketing, 2012 13
  • 14. “ Plans are nothing; Planningis everything.”Dwight D EisenhowerDwight D. Eisenhower6/27/2012© Unity Marketing, 2012 14
  • 15.  Timing◦ An average project takes 3-6 months from initialneeds analysis meeting to delivery of the finali k i l Af h fi istrategic marketing plan. After the first meeting,Pam will provide a detailed project plan withtarget dates for completion of each step.◦ You control the pace at which we progress; forexample, you may take a 3-month hiatus afterthe marketing report card to focus on specificcritical issues uncovered in that review. Investment◦ Each company is different, so each project todevelop a strategic marketing plan is unique. Atypical marketing strategic planning project asoutlined here ranges from $5,000-$15,000.Variables include size of your business; numberof people/contacts to interview; number ofof people/contacts to interview; number ofdiscrete distribution channels; depth and rangeof product lines; number of on-site meetings.◦ Payment options include: Two payments: half upon commencement and halfat completion of strategic marketing plan; Three-payments at commencement, completionk i di d d li i k imarketing audit and delivery strategic marketingplan; or Six monthly payments, first payment due prior toneeds analysis meeting.◦ Travel and expenses include air fare or othertransportation , hotel and per diem for meals tocover two Unity Marketing principals.6/27/2012© Unity Marketing, 2012 15
  • 16.  If you are the DIY-type, there area number of books I recommendthat will guide you in the processthat will guide you in the processof developing a strategicmarketing plan. Check out:◦ Paley, Norton, How to Developa Strategic Marketing Plan: AStep B Step G ide (CRCStep-By-Step Guide (CRCPress, 2000)◦ Cherney, Alexander, TheMarketing Plan Handbook, 3rdEdition (Cerebellum Press,Edition (Cerebellum Press,2011)◦ Luther, William M., TheMarketing Plan: How to Prepareand Implement It, FourthEdition (AMACOM 2011)Edition (AMACOM, 2011)◦ McDonald, Malcolm and HughWilson, Marketing Plans: Howto Prepare Them, How to UseThem, 7th Edition (Wiley, 2011), ( y, )6/27/2012© Unity Marketing, 2012 16
  • 17.  Internationally recognized expert iny g pbusiness insights for marketerstargeting the upper-middle andaffluent consumer segment. Pam ispresident of Unity Marketing, aboutique marketing consulting firmfounded in 1992. Leadership in luxury marketingrecognized through Global LuxuryAward presented by Harper’s Bazaar,London May 2007.y Just completed latest book, Puttingthe Luxe Back in Luxury: How NewConsumer Values Are Redefining theWay We Market Luxury. Previous books Shopping: Why We Previous books, Shopping: Why WeLove It, Let Them Eat Cake: MarketingLuxury to the Masses as well as theClasses & Why People Buy Things TheyDon’t Need
  • 18. 18
  • 19.  Download any of a range of white papers,including a new white paper: The Luxuryincluding a new white paper: The Luxuryof Time: A Generational Perspective Read Pam’s book, Putting the Luxe Back inLuxury Visit Call Pam Danziger at 717.336.1600 or Email: pam@unitymarketingonline com Email: pam@unitymarketingonline.com6/27/2012© Unity Marketing, 2012 19