SEVEN STEPS  TO AN EFFECTIVE MARKETING PLAN March, 2009 Linda K. Carlisle, President THE SMALL BUSINESS MARKETING DEPARTME...
PLANNING ALLOWS YOU TO: <ul><ul><li>Select the right things to do… and ID some of the wrong things </li></ul></ul><ul><ul>...
WHAT ARE THE ESSENTIALS OF THE PLAN?
FIRST : LOOK INSIDE KNOW THY SELF <ul><li>Your plan should document everything  you know about: </li></ul><ul><ul><ul><li>...
SWOT ANALYSIS strengths weaknesses opportunities threats INTERNAL TO YOUR ORGANIZATION EXTERNAL TO YOUR ORGANIZATION **Wha...
THEN : LOOK OUTSIDE KNOW THY ENEMY… <ul><li>conduct a COMPETITIVE ANALYSIS… </li></ul><ul><li>Look at  their  SERVICES and...
COMPETITIVE SWOT WHAT ARE THE ESSENTIALS OF THE PLAN? COMPETITORS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS YOUR COMPANY ...
USE THIS KNOWLEDGE TO… <ul><ul><li>Make  STRATEGIC CHANGES  to your  SERVICE OFFERING  or  HOW  you service  your clients ...
DEFINITIONS <ul><ul><li>Segmentation </li></ul></ul><ul><ul><li>Targeting </li></ul></ul><ul><ul><li>Positioning </li></ul...
BRAND BLUEPRINT <ul><li>PRODUCT DESCRIPTION </li></ul><ul><li>Name, category, packaging, price how sold (distribution). Wh...
CREATE SMART OBJECTIVES   <ul><ul><li>S PECIFIC –   </li></ul></ul><ul><ul><li>what will you do? </li></ul></ul><ul><ul><l...
NETWORKING ACTION PLAN   SPECIFICALLY DESIGNED TO ACHIEVE YOUR   OBJECTIVES PUBLIC RELATIONS  & ADVERTISING PERSONAL SELLI...
MONITOR,  MEASURE & MODIFY  <ul><li>Track your progress. </li></ul><ul><li>Adjust your program as you go. </li></ul><ul><l...
Take time to EVALUATE how you’re doing AGAINST PLAN at least  once a  q uarter … Staying focused on the  BIG PICTURE  is t...
<ul><li>SCHEDULE TIME  </li></ul><ul><li>TO WORK  ON   </li></ul><ul><li>YOUR BUSINESS –   </li></ul><ul><li>Most of us ge...
USE SOMETHING  YOU HEARD HERE TODAY…  TOMORROW! Linda K. Carlisle, President THE SMALL BUSINESS MARKETING DEPARTMENT, LLC ...
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Seven Steps To An Effective Marketing Plan

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Presentation designed to introduce small business owners to a practical strategic planning process.

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Seven Steps To An Effective Marketing Plan

  1. 1. SEVEN STEPS TO AN EFFECTIVE MARKETING PLAN March, 2009 Linda K. Carlisle, President THE SMALL BUSINESS MARKETING DEPARTMENT, LLC 630.886.3629 – www.the-mktg-dept.com
  2. 2. PLANNING ALLOWS YOU TO: <ul><ul><li>Select the right things to do… and ID some of the wrong things </li></ul></ul><ul><ul><li>Stay focused…make sure all of your marketing activities are designed to accomplish what you’ve set out to do. </li></ul></ul><ul><ul><li>Get refocused when things get crazy… but then finally slow down </li></ul></ul><ul><ul><li>Assess new opportunities – will they really help you get where you want to go? </li></ul></ul><ul><ul><li>Assess how you did at the end of the period </li></ul></ul>If there is ONE SURE THING you can do to be sure your business moves in the right direction, it is HAVING A PLAN. WHY PLAN?
  3. 3. WHAT ARE THE ESSENTIALS OF THE PLAN?
  4. 4. FIRST : LOOK INSIDE KNOW THY SELF <ul><li>Your plan should document everything you know about: </li></ul><ul><ul><ul><li>your CUSTOMER </li></ul></ul></ul><ul><ul><ul><li>your PRODUCTS/SERVICES </li></ul></ul></ul><ul><ul><ul><li>and how they meet customer needs </li></ul></ul></ul><ul><ul><ul><li>DO A SELF-ASSESSMENT – called a SWOT ANALYSIS. Describe your: </li></ul></ul></ul><ul><ul><ul><ul><li>STRENGTHS – find ways to protect & leverage these </li></ul></ul></ul></ul><ul><ul><ul><ul><li>WEAKNESSES – find ways to fix these </li></ul></ul></ul></ul><ul><ul><ul><ul><li>OPPORTUNITIES – go after these! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>THREATS – protect yourself & monitor the situation! </li></ul></ul></ul></ul>WHAT ARE THE ESSENTIALS OF THE PLAN?
  5. 5. SWOT ANALYSIS strengths weaknesses opportunities threats INTERNAL TO YOUR ORGANIZATION EXTERNAL TO YOUR ORGANIZATION **What can you do to turn weaknesses and threats into strengths and opportunities? WHAT ARE THE ESSENTIALS OF THE PLAN? LEVERAGE THESE! DEFEND AGAINST THESE**….
  6. 6. THEN : LOOK OUTSIDE KNOW THY ENEMY… <ul><li>conduct a COMPETITIVE ANALYSIS… </li></ul><ul><li>Look at their SERVICES and PROMOTIONAL ACTIVITIES </li></ul><ul><ul><ul><li>What do they do… </li></ul></ul></ul><ul><ul><ul><li>What do they say? </li></ul></ul></ul><ul><li>Do a SWOT ANALYSIS for them… how can you…? </li></ul><ul><ul><ul><li>Counteract their STRENGTHS </li></ul></ul></ul><ul><ul><ul><li>Leverage their WEAKNESSES </li></ul></ul></ul><ul><ul><ul><li>Beat them to their OPPORTUNITIES </li></ul></ul></ul><ul><ul><ul><li>Monitor how they do against their THREATS </li></ul></ul></ul>WHAT ARE THE ESSENTIALS OF THE PLAN?
  7. 7. COMPETITIVE SWOT WHAT ARE THE ESSENTIALS OF THE PLAN? COMPETITORS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS YOUR COMPANY COMPETITOR A COMPETITOR B COMPETITOR C COMPETITOR D COMPETITOR E COMPETITOR F Etc…… Visit competitive websites. Research where, how, and how much they are advertising. Be clever. Call customer service departments and ask questions.
  8. 8. USE THIS KNOWLEDGE TO… <ul><ul><li>Make STRATEGIC CHANGES to your SERVICE OFFERING or HOW you service your clients </li></ul></ul><ul><ul><li>ADJUST PRICING as needed to remain competitive or to reflect demand </li></ul></ul><ul><ul><li>CHANGE OUTREACH STRATEGIES </li></ul></ul><ul><ul><li>CREATE YOUR MESSAGE – now you know WHAT to say and WHERE to say it (what media will your prospects pay attention to?) </li></ul></ul>THE MARKETING MIX : Sometimes called “The 4 Ps”
  9. 9. DEFINITIONS <ul><ul><li>Segmentation </li></ul></ul><ul><ul><li>Targeting </li></ul></ul><ul><ul><li>Positioning </li></ul></ul><ul><ul><li>How do they work together? </li></ul></ul>STP : not just a gas tank additive –it will power-up your business
  10. 10. BRAND BLUEPRINT <ul><li>PRODUCT DESCRIPTION </li></ul><ul><li>Name, category, packaging, price how sold (distribution). What is unique about it (features, benefits)? How does it fit the prospect need? </li></ul><ul><li>PROFILE of TARGET PROSPECTS </li></ul><ul><li>Who are the people with a need to be filled? The people most likely to buy? Their demographics: gender, ethnicity, age, income, education, location? Their psychographics: beliefs, attitudes, behaviors related to the need? In the case of business-to-business marketing, focus on decision-makers by job function, responsibility, buying habits; but also on their companies by type, size, location and SIC categories. </li></ul><ul><li>PERSONALITY </li></ul><ul><li>If this product were a person, what human traits would describe it? (e.g. helpful, fun, intelligent, healthy, honest, zany, frugal, strong, caring…)Try to picture the product as a person and describe it with just a few well-chosen words. </li></ul><ul><li>REWARD </li></ul><ul><li>What positive feelings will customers have from using the product? (e.g. self-confidence, pride, in control, acceptance among peers, smart, sexy, rewarded, self-satisfied, excited.) Put yourself into the user's psyche. </li></ul><ul><li>COMPETITION </li></ul><ul><li>Who will this product take business away from? Or what behavior will it change? </li></ul><ul><li>OBSTACLES TO THE SALE (The problem) </li></ul><ul><li>Why might prospects resist buying the product? (e.g. lack of perceived need or priority, loyalty to present brand, skeptical of things new, lack of trust, hesitance to change, high price perception). Begin statement with: Prospects believe that… </li></ul><ul><li>MESSAGE OBJECTIVE (The solution) </li></ul><ul><li>What message will overcome the obstacle? What action do we want prospects to take? Begin statement with: Convince prospects that… </li></ul>KEEP YOUR MESSAGES CONSISTENT OVER TIME
  11. 11. CREATE SMART OBJECTIVES <ul><ul><li>S PECIFIC – </li></ul></ul><ul><ul><li>what will you do? </li></ul></ul><ul><ul><li>M EASUREABLE – </li></ul></ul><ul><ul><li>how will you measure whether it is done? </li></ul></ul><ul><ul><li>A CTIONABLE – </li></ul></ul><ul><ul><li>is this something you can take specific steps to achieve? </li></ul></ul><ul><ul><li>R EALISTIC – </li></ul></ul><ul><ul><li>can you really achieve the specific objective you have set forth? </li></ul></ul><ul><ul><li>T IME SPECIFIC – </li></ul></ul><ul><ul><li>when do you plan to achieve this objective? </li></ul></ul>CONCRETE OBJECTIVES KEEP US FOCUSED ON THE RIGHT THINGS
  12. 12. NETWORKING ACTION PLAN SPECIFICALLY DESIGNED TO ACHIEVE YOUR OBJECTIVES PUBLIC RELATIONS & ADVERTISING PERSONAL SELLING & SALES TOOLS DIRECT MARKETING INTERNET & WEBINARS WHAT TO DO….WHAT TO DO….
  13. 13. MONITOR, MEASURE & MODIFY <ul><li>Track your progress. </li></ul><ul><li>Adjust your program as you go. </li></ul><ul><li>DO MORE of what works… </li></ul><ul><li>STOP DOING WHATEVER DOESN’T WORK. </li></ul><ul><li>(but figure out why it didn’t…) </li></ul>REMEMBER: ALWAYS Keep those SMART Objectives in sight!
  14. 14. Take time to EVALUATE how you’re doing AGAINST PLAN at least once a q uarter … Staying focused on the BIG PICTURE is the single best thing you can do to accelerate growth. FINAL WORDS…..
  15. 15. <ul><li>SCHEDULE TIME </li></ul><ul><li>TO WORK ON </li></ul><ul><li>YOUR BUSINESS – </li></ul><ul><li>Most of us get lost </li></ul><ul><li>in the process of working </li></ul><ul><li>IN our businesses . </li></ul>FINAL WORDS…..
  16. 16. USE SOMETHING YOU HEARD HERE TODAY… TOMORROW! Linda K. Carlisle, President THE SMALL BUSINESS MARKETING DEPARTMENT, LLC 630.886.3629 – www.the-mktg-dept.com
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