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How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
How to create an effective Marketing Plan
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How to create an effective Marketing Plan

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A step by step guide to creating an effective marketing plan to help your business grow.

A step by step guide to creating an effective marketing plan to help your business grow.

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    • 1. www.businesstrainingmadesimple.co.uk 0207 6085525 part of The Made Simple Group Market-leading and affordable Social Media and Search Marketing Training delivered by industry authorities, authors & award-winning trainers www.Businesstrainingmadesimple.co.uk
    • 2. #mymotraining What we’ll cover in this webinar… 1. Practicalities for developing a Marketing Plan 2. Vision / Mission / Strategy 3. SWOT Analysis 4. Competitor Analysis 5. Customer Analysis 6. Tactics – The Marketing Mix 7. Implementation / Action Plans 8. Budget 9. Monitor and Evaluate – Learn and Hone – Test and Measure www.Businesstrainingmadesimple.co.uk
    • 3. #mymotraining Start with the end in Mind Business objectives –v- Marketing objectives www.Businesstrainingmadesimple.co.uk
    • 4. #mymotraining Where are you heading Vision - Mission – Strategy - Tactics 1. What is your vision for 3 years hence? I want to be the leading Cat Groomer in Berkshire by 2017 – 8 salons, 20 expert Cat Groomers . 2. What is your mission? To achieve a turnover of X with X% profitability by 2017. 3. How are you going to get there? New marketing campaigns, partner with complimentary organisations, local radio and pr activity, educational events / seminars, blog, social media etc. www.Businesstrainingmadesimple.co.uk
    • 5. #mymotraining Where are you now Review current performance and situation 1. How well are you performing Financial analysis, competitor analysis, what’s contributing to success or failure. 2. What needs to change What’s holding you back? www.Businesstrainingmadesimple.co.uk
    • 6. SWOT Analysis www.Businesstrainingmadesimple.co.uk
    • 7. Strengths (internal) Weaknesses (internal) •Great reputation and good image among clients •High percentage of market share •Reputation for quality •Excellent Service levels •Effectiveness of communications •Change of leadership •Not enough skilled workforce •Motivation of employees •Niche offering •Cash flow Opportunities (external) Threats (external) •Globally connected •Geographical coverage •Niche offering •Technological development •Global competition •Currency www.Businesstrainingmadesimple.co.uk
    • 8. #mymotraining Market Analysis What is the state of your market? Vision: To be the go to Cat Groomer in the UK • The cat grooming sector in the UK is valued at £X. • This sector is growing at a rate of x% per annum • There are xx cat grooming salons in Berkshire • Breakdown of services they typically offer . www.Businesstrainingmadesimple.co.uk
    • 9. #mymotraining Competitor Analysis What does the competition look like? • • • • • • Who are your main competitors Who are the customers of your competitors? What do their customers think of them? What do they charge? How do they position themselves in the market? What’s their USP? Practical activities: • Website research • Social media research • Set up channels to listen to competitors on a regular basis www.Businesstrainingmadesimple.co.uk
    • 10. #mymotraining Customer Analysis Who are your customers? If the customer base you have works – go out and find more of them. And if you need new customers figure out who you want to target. • • • • • • • • • • Who are they? Is there any geographical pattern? What do they buy from you? How much do they spend? What’s the lifetime value of a customer? How long do they stay with you? Why do you lose customers? Are you there only supplier? How did they find you? What marketing method works for them? www.Businesstrainingmadesimple.co.uk
    • 11. #mymotraining Customer Analysis Build ‘Personas’ – Customer Story Boards Are there patterns with your customers? Personas – or Customer Story Boards help you to create a targeted approach and relevant and purposeful content. Jennifer. Female vet. Age 37 Married to Nigel (works in the City). 2 small children. Juggling business and family. Partner in her own practice with Phil. Loves the outdoors. Foodie. Good wine. Reads Pet Weekly and Nature. Well connected. www.Businesstrainingmadesimple.co.uk
    • 12. #mymotraining Building Personas Key questions to ask yourself: • How many different personas do you have? • What are their names? • Where do they spend their time? • ( Eg: Online / Social Networks / Offline networking meetings / Events etc). • How old are they? • Where do they shop? • How do they spend their leisure time? • What do they do? • What do they look like? www.Businesstrainingmadesimple.co.uk
    • 13. Customer Story Boards - Jennifer www.Businesstrainingmadesimple.co.uk
    • 14. Customer Story Boards - Gina www.Businesstrainingmadesimple.co.uk
    • 15. #mymotraining Customer Insights What problems can you solve for your customers? • What problems / pain do they have? • What solution can you offer them? • How can you compel them to want to choose you over your competitors? • How can you make their life easier? • How can you make that solution unique? • What’s your USP? Build your marketing proposition – around customer needs. The better you understand your market the more targeted your marketing can be. www.Businesstrainingmadesimple.co.uk
    • 16. #mymotraining Marketing Objectives / Goals Now you’ve done your analysis – what are you going to achieve? www.Businesstrainingmadesimple.co.uk
    • 17. #mymotraining SMART Goals •Increase the number of leads to 25 per week within 6 months. •Convert 20% of leads to new customers •Increase the average spend from X to X or by X% •Increase the number of transactions per customer from 2 per annum to 3 per annum within 12 months. www.Businesstrainingmadesimple.co.uk
    • 18. #mymotraining Goals / Objective www.Businesstrainingmadesimple.co.uk
    • 19. #mymotraining Target Audiences Current Audience New Business Development Nurture Activity Repeat Business Advocacy / Referral New Audience New Business Development www.Businesstrainingmadesimple.co.uk
    • 20. #mymotraining Mixing your Marketing Mix Which marketing channels will you choose? Google Adwords PPC advertising Facebook Advertising Social Media Marketing (Facebook, Twitter, LI, YouTube) Email Marketing Webinars / Google Hangouts Direct Mail Telesales Leaflet drops Press advertising Quarterly seminars / workshops Radio / TV www.Businesstrainingmadesimple.co.uk
    • 21. #mymotraining Marketing Planning / Action Plans Activity Description Target Audience Size of Audience Frequency of activity www.Businesstrainingmadesimple.co.uk Timeline
    • 22. #mymotraining Other Considerations Budget and Financial Implications: Consider everything you will need Materials / resources Return on Investment – what will success achieve Organisational Implications: People / expansion Suppliers Resourced effectively www.Businesstrainingmadesimple.co.uk
    • 23. #mymotraining What you can measure you can manage Ensure you track activity: Direct sales Supported sales Tracking codes / links Mail Chimp Analytics Social Network Analytics Website Analytics Marketing / Brand Buzz: Mention.net Google Alerts PR tracking services TEST and MEASURE www.Businesstrainingmadesimple.co.uk
    • 24. #mymotraining Your Actions 1) Write down your Goals – What do you want to achieve. 2) Do your analysis SWOT Competitor Customer 3) Build a picture of your Marketing Positioning How are you different / what’s your USP Build personas to target 4) Map out which channels will work for your audiences 5) Work out your marketing messages 6) Build Action Plans for each audience www.Businesstrainingmadesimple.co.uk
    • 25. Follow us for hints & tips, current Social Media news and course information @mymoTraining #mymoTraining LinkedIn.com/company/Business-TrainingMade-Simple Facebook.com/madesimplegroup Google.com/ +BusinesstrainingmadesimpleCoUk http://www.pinterest.com/mymotraining/ www.businesstrainingmadesimple.co.uk

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