Building an Effective Marketing Plan


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An integrated communications marketing plan is necessary to sustain a competitive position in today's markets. Creating strategies for marketing, branding, public relations, design, SEO, and PPC are essential to meet company objectives, and increase growth within the business. View this slideshare presentation to learn about these factors, and questions you should be asking yourself about your business, to reach your goals.

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Building an Effective Marketing Plan

  1. 1. Wednesday, September 11, 13
  2. 2. Building an Effective Marketing Plan Strategic, ROI-focused and covers these four core activities: • Brand Identity • Much more than a logo The Power of the Public Press relations, public relations & social media Differs from paid ads • Effective Web Marketing Site development SEO strategies eCommerce • Promotions that Produce Engage Cut through Wednesday, September 11, 13
  3. 3. Marketing Communications Planning: What are you selling? • • Features, advantages and benefits, right? Classic example: UltraVision Company leader in ultra wide-band technology Product one: found people in trapped buildings, under avalanches, mudslides etc. Product two: perimeter protection for extremely highvalue business targets Product three: protection for municipal officers Problem was . . .that’s NOT what they were selling Wednesday, September 11, 13
  4. 4. Marketing Communications Plan: You’re selling the solutions! • UltraVision was selling: The emotions of saving a life The confidence of a businessman whose assets are protected A policeman who who knows his fellow officer AND his tech “have his back” • Under the umbrella of a leader in the future of motion detection technologies Wednesday, September 11, 13
  5. 5. Can You Name These Brands? Wednesday, September 11, 13
  6. 6. Can You Name These Brands? Wednesday, September 11, 13
  7. 7. Can You Name These Brands? Wednesday, September 11, 13
  8. 8. A Brand Is Much More Than A Logo • When  you  think  brand,  think… o Logo o Color  pallet o Tone  (verbal  /  wri<en) o Company  personality o Company  culture o Mascots  or  representaBves o What  you  do  best  for  your  customers o Events  you  put  on o What  differenBates  you Other  things  you’re  known  for  (How  someone  would  describe  you) Wednesday, September 11, 13
  9. 9. A Brand Is Much More Than A Logo • Keys  to  Branding  Longterm  then  are  to… o Commit  to  the  direcBon o PosiBon  against  the  compeBBon o Remain  consistent  across  all  touch-­‐points o Use  exact  color  pallets  (PMS,  CMYK,  RGB  values) o Create  branding  guidelines  for  all  your  vendors Wednesday, September 11, 13
  10. 10. Public relations, what is it? • The power of the “objective” endorsement • Inform about features, advantages, and benefits In-context of understandable story Educate the media and, subsequently, your public • Requires careful consideration of strategy and timing • “Free” but not without cost Three key vehicles: traditional press, social media and community/corporate relations Wednesday, September 11, 13
  11. 11. Public relations: Traditional Press • PRESS: best friend/worst enemy, know it • Critical to bring them news, not product promotions Respect their time Know their profile and interests • Three times more likely to be read, seen and believed than an ad 17 secs of a news story is worth more than a 60-second ad • Don’t hesitate to be creative Wednesday, September 11, 13
  12. 12. Public Relations: Social Media • Your blog Content management is king Engage, don’t pander • • Offer help, ask for help Create interaction • Bloggers All bloggers are writers, not all bloggers are journalists • Social media: it’s all about trending Endorsements from those driving trends is key Think outside the box Wednesday, September 11, 13
  13. 13. Public Relations: Corporate Social Responsibility (CSR) • Don’t “act” good, be good • Two examples Walmart AXIS Wednesday, September 11, 13
  14. 14. Web Design • Planning: What's the purpose? What's the goal? Anticipated result? • Process: Concept art Wire frames Programming Testing Launch Wednesday, September 11, 13
  15. 15. User Interface • Planning: Who will see it? What mood will be created? What do you want them to do? What is a successful visit? How long will the site exist? • Process: Research • Trends • Demographics Anticipate user needs Plan user flow Design concept art Wednesday, September 11, 13
  16. 16. Search Engine Optimization (SEO) The process of increasing traffic to your site using a search engine’s natural (unpaid or organic) listings. • The best way to get organic traffic from SEO is to follow these 3 steps: Technical Onsite SEO Offsite SEO Wednesday, September 11, 13
  17. 17. Pay-Per-Click (PPC) DEFINITION: Internet ads where you pay each time a user clicks through to your site from the ad. • PPC Fundamentals Choose the right keywords Write and test strong ad copy Create strong landing pages Audit your keyword bids Wednesday, September 11, 13
  18. 18. eCommerce eCommerce is the art & science behind selling online eCommerce is the 2nd fastest growing industry in the world • Answer these questions before selling online What are you selling? Who is you audience? Is there demand for the product online? Wednesday, September 11, 13
  19. 19. Promotions That Produce • Engage in Neuro-Disruptive promotions Be the purple elephant, flying pig, or red rocket EXAMPLE: The AFLAC “problem” and the fix • Top Secret Neuro-Disruptive example! Commercial parts online resource Target audience: male, at least 80% or more A start-up, so missed major trade show on-floor opportunity SOLUTION: Guerrilla marketing campaign • EMOTION: Amusement • ENGAGEMENT: contest, photos, “be in the know” Wednesday, September 11, 13
  20. 20. Building a Marketing Communications Plan: The takeaways You’re always selling the solution • BRAND: Your brand is your face in the public eye • PR: Connect to the FABs you are selling and engage your audience • WEB AND DIGITAL MEDIA: An attractive and well planned website creates credibility • PROMOTIONS: There is no box – disrupt peoples neuro-transmissions and engage Wednesday, September 11, 13