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7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
7 Steps to Create a Marketing Plan
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7 Steps to Create a Marketing Plan

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7 Steps to Create a marketing plan that gets you new customers, more visibility, and peace of mind

7 Steps to Create a marketing plan that gets you new customers, more visibility, and peace of mind

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  • First things first: the benefits of a marketing planHelps you be more proactive Makes it easy to evaluate new opportunities and challengesGets your whole team on the same pageHelps you to keep sight of the big pictureGives you confidence/sense of purposeVery important: facilitates measurementGives you clearer picture of how to generate cash and turn a profitWho uses a marketing plan? Every successful business you can name! B2B, B2C, large, small, midsize ... WalmartAppleGEBMWBob’s Burger ShackWhat’s the opposite of a plan? Take your pick: aimlessness, avoidance, neglect, purposelessness, thoughtlessness, cessation, idleness, inaction, inactivity, inertia, repose, rest, stoppage (Roget's 21st Century Thesaurus)Writing a marketing plan (and actually using it) is NOT some kind of impractical academic exercise! It’s essential if you want to reach your potential as a business owner
  • First things first: the benefits of a marketing planHelps you be more proactive Makes it easy to evaluate new opportunities and challengesGets your whole team on the same pageHelps you to keep sight of the big pictureGives you confidence/sense of purposeVery important: facilitates measurementGives you clearer picture of how to generate cash and turn a profitWho uses a marketing plan? Every successful business you can name! B2B, B2C, large, small, midsize ... WalmartAppleGEBMWBob’s Burger ShackWhat’s the opposite of a plan? Take your pick: aimlessness, avoidance, neglect, purposelessness, thoughtlessness, cessation, idleness, inaction, inactivity, inertia, repose, rest, stoppage (Roget's 21st Century Thesaurus)Writing a marketing plan (and actually using it) is NOT some kind of impractical academic exercise! It’s essential if you want to reach your potential as a business owner
  • First things first: the benefits of a marketing planHelps you be more proactive Makes it easy to evaluate new opportunities and challengesGets your whole team on the same pageHelps you to keep sight of the big pictureGives you confidence/sense of purposeVery important: facilitates measurementGives you clearer picture of how to generate cash and turn a profitWho uses a marketing plan? Every successful business you can name! B2B, B2C, large, small, midsize ... WalmartAppleGEBMWBob’s Burger ShackWhat’s the opposite of a plan? Take your pick: aimlessness, avoidance, neglect, purposelessness, thoughtlessness, cessation, idleness, inaction, inactivity, inertia, repose, rest, stoppage (Roget's 21st Century Thesaurus)Writing a marketing plan (and actually using it) is NOT some kind of impractical academic exercise! It’s essential if you want to reach your potential as a business owner
  • First things first: the benefits of a marketing planHelps you be more proactive Makes it easy to evaluate new opportunities and challengesGets your whole team on the same pageHelps you to keep sight of the big pictureGives you confidence/sense of purposeVery important: facilitates measurementGives you clearer picture of how to generate cash and turn a profitWho uses a marketing plan? Every successful business you can name! B2B, B2C, large, small, midsize ... WalmartAppleGEBMWBob’s Burger ShackWhat’s the opposite of a plan? Take your pick: aimlessness, avoidance, neglect, purposelessness, thoughtlessness, cessation, idleness, inaction, inactivity, inertia, repose, rest, stoppage (Roget's 21st Century Thesaurus)Writing a marketing plan (and actually using it) is NOT some kind of impractical academic exercise! It’s essential if you want to reach your potential as a business owner
  • First things first: the benefits of a marketing planHelps you be more proactive Makes it easy to evaluate new opportunities and challengesGets your whole team on the same pageHelps you to keep sight of the big pictureGives you confidence/sense of purposeVery important: facilitates measurementGives you clearer picture of how to generate cash and turn a profitWho uses a marketing plan? Every successful business you can name! B2B, B2C, large, small, midsize ... WalmartAppleGEBMWBob’s Burger ShackWhat’s the opposite of a plan? Take your pick: aimlessness, avoidance, neglect, purposelessness, thoughtlessness, cessation, idleness, inaction, inactivity, inertia, repose, rest, stoppage (Roget's 21st Century Thesaurus)Writing a marketing plan (and actually using it) is NOT some kind of impractical academic exercise! It’s essential if you want to reach your potential as a business owner
  • [BEFORE YOU WRITE] Step 1: Research Why bother with research? Market research helps established companies and newcomers alike to:Identify your target consumer (demographics, opinions, values, tastes, challenges, needs/wants/desires, etc.)Find out what they think about your ideas, products, services or brand (you might be surprised!)Gather insights to help you target the right market (or identify a new one)Overcome your biases/preconceived notions (what you think you “know” about your market isn’t always true!)There are two basic kinds of research: Primary research (your own research)Doesn’t have to be expensive or time-consumingIn-person interviews, online surveys, direct mail questionnaires, phone surveys, focus groups, etc.Take time to create good, short questionnaires that will yield usable informationUse social media to distribute your surveysSurveyMonkey has a great list of sample market research questions to get you started fast!Secondary research (other people’s research)The Internet is chock full of awesome data! Get Googling! Case studiesPolling dataWhite papersCensus dataCensus Bureau's helpful Hidden Treasure: Census Bureau Data and Where to Find It!Colleges, universities and government agencies are great sources of free information
  • [BEFORE YOU WRITE] Step 1: Research Why bother with research? Market research helps established companies and newcomers alike to:Identify your target consumer (demographics, opinions, values, tastes, challenges, needs/wants/desires, etc.)Find out what they think about your ideas, products, services or brand (you might be surprised!)Gather insights to help you target the right market (or identify a new one)Overcome your biases/preconceived notions (what you think you “know” about your market isn’t always true!)There are two basic kinds of research: Primary research (your own research)Doesn’t have to be expensive or time-consumingIn-person interviews, online surveys, direct mail questionnaires, phone surveys, focus groups, etc.Take time to create good, short questionnaires that will yield usable informationUse social media to distribute your surveysSurveyMonkey has a great list of sample market research questions to get you started fast!Secondary research (other people’s research)The Internet is chock full of awesome data! Get Googling! Case studiesPolling dataWhite papersCensus dataCensus Bureau's helpful Hidden Treasure: Census Bureau Data and Where to Find It!Colleges, universities and government agencies are great sources of free information
  • [BEFORE YOU WRITE] Step 1: Research Why bother with research? Market research helps established companies and newcomers alike to:Identify your target consumer (demographics, opinions, values, tastes, challenges, needs/wants/desires, etc.)Find out what they think about your ideas, products, services or brand (you might be surprised!)Gather insights to help you target the right market (or identify a new one)Overcome your biases/preconceived notions (what you think you “know” about your market isn’t always true!)There are two basic kinds of research: Primary research (your own research)Doesn’t have to be expensive or time-consumingIn-person interviews, online surveys, direct mail questionnaires, phone surveys, focus groups, etc.Take time to create good, short questionnaires that will yield usable informationUse social media to distribute your surveysSurveyMonkey has a great list of sample market research questions to get you started fast!Secondary research (other people’s research)The Internet is chock full of awesome data! Get Googling! Case studiesPolling dataWhite papersCensus dataCensus Bureau's helpful Hidden Treasure: Census Bureau Data and Where to Find It!Colleges, universities and government agencies are great sources of free information
  • [BEFORE YOU WRITE] Step 1: Research Why bother with research? Market research helps established companies and newcomers alike to:Identify your target consumer (demographics, opinions, values, tastes, challenges, needs/wants/desires, etc.)Find out what they think about your ideas, products, services or brand (you might be surprised!)Gather insights to help you target the right market (or identify a new one)Overcome your biases/preconceived notions (what you think you “know” about your market isn’t always true!)There are two basic kinds of research: Primary research (your own research)Doesn’t have to be expensive or time-consumingIn-person interviews, online surveys, direct mail questionnaires, phone surveys, focus groups, etc.Take time to create good, short questionnaires that will yield usable informationUse social media to distribute your surveysSurveyMonkey has a great list of sample market research questions to get you started fast!Secondary research (other people’s research)The Internet is chock full of awesome data! Get Googling! Case studiesPolling dataWhite papersCensus dataCensus Bureau's helpful Hidden Treasure: Census Bureau Data and Where to Find It!Colleges, universities and government agencies are great sources of free information
  • Step 3: Market situation (200-500 words)Write a description of the current state of the marketplace (see example 1) using the info you gathered in steps 1-2List of products/services or product/service lines?Dollar size of your market(s)Sales and distribution setupGeographic area you sell toAudience description: Demographics, income levels, etc.Competitors in your marketplaceHistory: how well your products have sold to date
  • Step 2: Internal data collectionFinancial reports (P&L, operating budgets, etc.) Sales figures and other input from your sales teamComplete product/service listingList of major competitors Latest and most useful demographic data of your customersAny demographic and product-related trends in your market(s)
  • Step 4: Strengths, weaknesses, opportunities and threats (SWOT) (300-400 words) Write a description of the bad and good implications of the current market (see example 2)What trends in the marketplace are against you?Are there competitive trends that are ominous?Are your current products poised to succeed in the market as it now exists?What trends in the marketplace favor you?Are there competitive trends working to your benefit?Are the demographics of your market in your favor? Against you?
  • Step 5: Marketing objectives (1000 words)Brainstorm ideas first; don't judge—just get them out on paper/white boardExample objective categories: Introduce new productsExtend or regain market for existing productEnter new territories for the companyBoost sales in a particular product, market or price range (specify where this business will come from)Cross-sell (or bundle) one product with anotherEnter into long-term contracts with desirable clientsRaise prices without cutting into sales figuresRefine a productEnhance manufacturing/product deliveryDetermine your top three objectives based on impact, ability to execute and budget, etc., and add them to your planCreate specific plans with quantifiable goals for your three objectives; (see example 3)Each goal should consist of concrete actions (to-dos)Think SMART—specific, measurable, attainable, relevant and time-sensitiveIdentify and schedule to-dos through an activity matrix (a grid table that lets you plot actions across time) (example)Create a calendar to plan your attack: This is where the rubber meets the road—actually putting it on the calendar and getting it scheduled!Keep your calendar VISIBLE!  Seeing is DOING. Print it out, tack Post-Its onto a bulletin board, transcribe it onto a whiteboard, etc.
  • Step 6: Budgeting and trackingWrite a description of how you will allocate budget resources for each objective and track progress on your marketing plan throughout the yearMatch important tasks to people on your team and hold them accountable for their successes and failuresSchedule quarterly meetings in which individuals should report on what they've accomplished in the last quarterReports should be verbal, with a printed summary for the record
  • Step 5: Marketing objectives (1000 words)Brainstorm ideas first; don't judge—just get them out on paper/white boardExample objective categories: Introduce new productsExtend or regain market for existing productEnter new territories for the companyBoost sales in a particular product, market or price range (specify where this business will come from)Cross-sell (or bundle) one product with anotherEnter into long-term contracts with desirable clientsRaise prices without cutting into sales figuresRefine a productEnhance manufacturing/product deliveryDetermine your top three objectives based on impact, ability to execute and budget, etc., and add them to your planCreate specific plans with quantifiable goals for your three objectives; (see example 3)Each goal should consist of concrete actions (to-dos)Think SMART—specific, measurable, attainable, relevant and time-sensitiveIdentify and schedule to-dos through an activity matrix (a grid table that lets you plot actions across time) (example)Create a calendar to plan your attack: This is where the rubber meets the road—actually putting it on the calendar and getting it scheduled!Keep your calendar VISIBLE!  Seeing is DOING. Print it out, tack Post-Its onto a bulletin board, transcribe it onto a whiteboard, etc.
  • After creating your plan (common approach):Print itPut it in a drawerNever look at it againAfter creating your plan (better approach): Keep your plan front and centerThe process: act, observe, adjust, act againYour marketing plan should continue to evolve along with your business and business landscapeReview and revise to accommodate what you learn as you go
  • After creating your plan (common approach):Print itPut it in a drawerNever look at it againAfter creating your plan (better approach): Keep your plan front and centerThe process: act, observe, adjust, act againYour marketing plan should continue to evolve along with your business and business landscapeReview and revise to accommodate what you learn as you go
  • After creating your plan (common approach):Print itPut it in a drawerNever look at it againAfter creating your plan (better approach): Keep your plan front and centerThe process: act, observe, adjust, act againYour marketing plan should continue to evolve along with your business and business landscapeReview and revise to accommodate what you learn as you go
  • Call to actionIf you need help, we are here for you!We’ve done this a LOT and we know valuable shortcuts and tips that will improve your odds of success
  • Transcript

    • 1. Steps to Create a marketing plan that gets you new customers, more visibility, and peace of Your presentation will begin shortly… www.losangeleswebstrategies.com
    • 2. Steps to Create a marketing plan that gets you new customers, more visibility, and peace of mind!
    • 3. Agenda I. The undeniable benefits of a marketing plan II. How to create a marketing plan, step-by-step (it’s not hard) III. Best practices, worst practices, and other important things to consider 3 www.losangeleswebstrategies.com
    • 4. THE UNDENIABLE BENEFITS OF A MARKETING PLAN 4 act one
    • 5. 5 “If you don’t know where you are going, any road will get you there.” - Lewis Carroll www.losangeleswebstrategies.com
    • 6. 6 “hope is not a strategy!”
    • 7. Who Uses a Marketing Plan? + every successful business you can think of + Wal-mart, GE, Apple, BMW, bob’s burger shack…the best +whether they are big or small! 7 www.losangeleswebstrategies.com
    • 8. What’s the Opposite of a Plan? + Nothing good – aimlessness, idleness, confusion, inertia + essential to maximize your business potential (NOT a pointless academic exercise) 8 www.losangeleswebstrategies.com
    • 9. The Payoff of a Marketing Plan + clear understanding of how to maximize profit + Keep sight of big picture + Facilitates measurement + Get your team on same page 9 www.losangeleswebstrategies.com
    • 10. HOW TO CREATE A MARKETING PLAN, STEP- BY-STEP (IT’S NOT HARD) 10 Act two
    • 11. Step 1: Brainstorm + Step back and think! – How did the last year go? – What currently works for you? – What doesn’t? – What big ideas do you have for your business that you haven’t had time for yet? 11
    • 12. Step 2: Know Your Customer + Identify your target customer – validate assumptions about who they are and what they want – Demographic information – Psychographic information 12
    • 13. Step 2: Know Your Customer + Find out where they “Hang out” – What magazines, blogs, social media sites do they already use – Where are they likely to find information about 13
    • 14. Step 2: Know Your Customer + survey your customers – Why did they buy from you? – What do they think of your products/services/Brand? – Do they also buy from your competition? – How likely are they to recommend you to others? 14 www.losangeleswebstrategies.com
    • 15. Step 3: Study Your Market + current state of marketplace - Dollar size of market - Sales and distribution set up - Geographic area - Competitors - major trends to be aware of 15
    • 16. Step 4: Study Your Competition + list all major competitors + financial reports + product/service catalog + where are they strong? + where are they vulnerable? 16 www.losangeleswebstrategies.com
    • 17. Step 5: SWOT Analysis + Strengths, weaknesses, opportunities and threats + focus on finding 3 big +opportunities to take your +business to a new level 17 www.losangeleswebstrategies.com
    • 18. Step 6: Set Clear Goals + Realistic stretch goals – Start with revenue – Develop quarterly milestones – Work backwards + develop road map to get there – introduce new products – raise prices – enter new territories, cross-sell, etc. + Asses impact, ability to execute, budget 18
    • 19. Step 6: Set Clear Goals + Determine measures of success – track progress weekly and by campaign – Put real-time (or close!) tracking in place + allocate budget across objectives + Conduct quarterly performance evaluation + Make adjustments as you go! 19
    • 20. Step 7: Schedule and Execute + create a calendar – Major objectives for entire year – Detailed plan for next quarter – Plan outline for following quarter – keep it visible + Create 6-week daily action plan and assign – Identify action owners – identify specific to-dos – Add them to calendar 20 www.losangeleswebstrategies.com
    • 21. BEST PRACTICES, WORST PRACTICES, AND OTHER IMPORTANT THINGS TO CONSIDER 21 Act three
    • 22. Best Practices + Have fun…think big! + Battle small budget with boldness +and creativity + Involve your team + Focus on the “BIG FEW” 22 www.losangeleswebstrategies.com
    • 23. Worst Practices + plan = academic exercise + create and operate in vacuum + failure to measure 23 www.losangeleswebstrategies.com
    • 24. Things to Consider… + Marketing is the most important thing to grow +your business! + Fail to plan = plan to fail + Be specific and action-oriented + Act, observe, adjust, act again 24 www.losangeleswebstrategies.com
    • 25. Questions? 25 We’re here to help – Get in touch!
    • 26. We’d love to help. • Just get in touch! www.losangeleswebstrategies.com (213) 607-9100

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