How to Create A Marketing Plan That Inspires You

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Most marketing plans are designed for implementation. That's important. And, it's not enough. How many times have you known what needs to be done and not done it? A dry, dull, mechanical plan will do …

Most marketing plans are designed for implementation. That's important. And, it's not enough. How many times have you known what needs to be done and not done it? A dry, dull, mechanical plan will do that to you. An alternative is to write your Marketing Plan as a Manifesto. In this way, you will be inspired as well as hyper clear on what you're building and how to implement it.

In this hands-on, practical, action-filled event you'll:
• Define your big idea to attract your ideal clients more easily
• Create a clear vision for you and your business to keep you focussed
• Confirm who is your ideal client to make it easier to generate referrals
• Design a Community around your idea to accelerate your results
• Identify key elements to build your idea and bring your brand to life
• Write a powerful statement of your intent to inspire your daily action

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  • 1. How to CreateA Marketing PlanThat Inspires You It’s OK, we haven’t started yet!Geoff McDonald @IdeasMarketing #ideaslunch
  • 2. How to CreateA Marketing PlanThat Inspires YouGeoff McDonald @IdeasMarketing #ideaslunch
  • 3. Ideas Architect Book RapperFollow conversation on Twitter: @ideasmarketing
  • 4. ?Geoff McDonald @IdeasMarketing #ideaslunch
  • 5. Part 1Your Idea, Your Marketing PlanGeoff McDonald @IdeasMarketing #ideaslunch
  • 6. Idea Product Service Traditional MarketingTraditional Marketing Plans hide in drawers and computers
  • 7. Product/Service Idea Ideas MarketingYou need an Ideas Marketing Plan!
  • 8. Curves and LaddersGeoff McDonald @IdeasMarketing #ideaslunch
  • 9. Money Ideas People CampaignIdeasMarketing.com.au/Webinars/
  • 10. Four Types of Marketing Plans
  • 11. FiledFour Types of Marketing Plans
  • 12. Filed VisualFour Types of Marketing Plans
  • 13. Filed Visual ManifestoFour Types of Marketing Plans
  • 14. Filed Visual Manifesto Private PublicFour Types of Marketing Plans
  • 15. Ideas Are Public!The more people use your idea the more valuable it becomes
  • 16. Filed Visual Manifesto Private Public Closed OpenFour Types of Marketing Plans
  • 17. Business is Social!Social Media, Social Capital, Social Business
  • 18. Manifesto A public declaration of your IdeaFulfil your purpose!
  • 19. ?Geoff McDonald @IdeasMarketing #ideaslunch
  • 20. Part 2The Manifesto ManifestoGeoff McDonald @IdeasMarketing #ideaslunch
  • 21. The Manifesto Manifesto 1.    Manifestos are primal 2.    Manifestos terminate the past 3.    Manifestos create new worlds 4.    Manifestos trigger communities 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being 8.    Manifestos provoke action 9.    Manifestos command presence1000manifestos.com
  • 22. The Manifesto Manifesto Idea 1.    Manifestos are primal 2.    Manifestos terminate the past 3.    Manifestos create new worlds 4.    Manifestos trigger communities 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being 8.    Manifestos provoke action 9.    Manifestos command presence1000manifestos.com
  • 23. Product/Service Idea Ideas MarketingYou need an Ideas Marketing Plan!
  • 24. “...I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth.”Who said this?
  • 25. “...I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth.”Start your Marketing Plan with a Declaration
  • 26. Declare Act1000manifestos.com • “JFK”
  • 27. Are you ready to make a declaration?Question 1
  • 28. The Manifesto Manifesto 1.    Manifestos are primal 2.    Manifestos terminate the past Vision 3.    Manifestos create new worlds 4.    Manifestos trigger communities 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being 8.    Manifestos provoke action 9.    Manifestos command presence1000manifestos.com
  • 29. FutureTypical Marketing Plans are one-way only
  • 30. Away TowardAll plans need Toward and Away From Motivations
  • 31. Away TowardIdeas Marketing Plans generate two-way energy
  • 32. What’s Your Dream? End this, promote that.
  • 33. Disrupt the Status Quo, Build Future Possibilities
  • 34. What are you ending?Question 2
  • 35. What do you want the world to be like?Question 3
  • 36. The Manifesto Manifesto 1.    Manifestos are primal 2.    Manifestos terminate the past 3.    Manifestos create new worlds 4.    Manifestos trigger communities Market 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being 8.    Manifestos provoke action 9.    Manifestos command presence1000manifestos.com
  • 37. Find your MarketTraditional Marketing
  • 38. To See or Speak?Find the Market or Create the Market?
  • 39. Known or unknown?Satisfy a spoken need or one that is yet to be spoken
  • 40. Community MarketingThe need for belonging
  • 41. The Five Pillars Wikipedia is an online encyclopedia. Wikipedia has a neutral point of view. Wikipedia is free content that anyone can edit and distribute. Wikipedians should interact in a respectful and civil manner. Wikipedia does not have firm rules.http://en.wikipedia.org/wiki/Wikipedia:Five_pillars
  • 42. InteractionWhat type of relationship do you want to have?
  • 43. What sort of community are you creating?Question 4
  • 44. Define Your CustomerTraditional Marketing
  • 45. Us!Ideas Marketing : We are the customer! Define us!
  • 46. We are the crazy ones!1000manifestos.com •  “Apple”
  • 47. Helen Macdonald www.OptimismZone.com
  • 48. Attract CustomersTraditional Marketing focuses on finding customers
  • 49. Who are we?Question 5
  • 50. ‘Them’ Are Your CustomersTraditional Marketing
  • 51. Them!Ideas generate energy by having an enemy to defeat
  • 52. Nike : Just do it!Your enemy can be real or intangible.
  • 53. Who or what are you defeating?Question 6
  • 54. The Manifesto Manifesto 1.    Manifestos are primal 2.    Manifestos terminate the past 3.    Manifestos create new worlds 4.    Manifestos trigger communities 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being Results 8.    Manifestos provoke action 9.    Manifestos command presence1000manifestos.com
  • 55. What are we going to do?Traditional Marketing
  • 56. Be • Do • HaveThe Knowing-Doing Gap is a really a Being-Doing Gap
  • 57. Being : Attitude, Philosophy, Worldview
  • 58. BeingFood, Travel, Parenting...
  • 59. BeingExcellence Manifesto • ChrisCurnow.com
  • 60. What way of being are you promoting?Question 7
  • 61. DoingAction fuels results
  • 62. Doing1000manifestos.com • “Repair Manifesto”
  • 63. What actions are you encouraging?Question 8
  • 64. The Manifesto Manifesto 1.    Manifestos are primal 2.    Manifestos terminate the past 3.    Manifestos create new worlds 4.    Manifestos trigger communities 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being 8.    Manifestos provoke action Implement 9.    Manifestos command presence1000manifestos.com
  • 65. Build the BrandTraditional Marketing
  • 66. Build the Idea!Build things that celebrate your idea!
  • 67. Presence the Idea!The best product you can have is a tool to build your idea
  • 68. What can you build so others can live your idea?Question 9
  • 69. ?Facebook.com/IdeasMarketing
  • 70. Part 4What’s Next?Geoff McDonald @IdeasMarketing #ideaslunch
  • 71. Read This!Download : http://geoffmc.com/rbruQa
  • 72. Idea Answer this! ❶ Are you ready to make a declaration? ❷ What are you ending? ❸ What do you want the world to be like? ❹ What sort of community are you creating? ❺ Who are we? ❻ Who or what are you defeating? ❼ What way of being are you promoting? ❽ What actions are you encouraging? ❾ What can you build so others can live your idea?Geoff McDonald @IdeasMarketing #ideaslunch
  • 73. Idea Write this!Geoff McDonald @IdeasMarketing #ideaslunch
  • 74. 1 0 ? Next Webinar : Q & ASeptember 22nd 12:30-1:15pm Facebook.com/IdeasMarketing
  • 75. 1 0 ? Geoff@IdeasMarketing.com.auAsk your questions in advance...
  • 76. Workshop: How to Design, Build and Sell Your IdeasMelbourne 14 October 8:30am - 5:00pm
  • 77. $450 +GST $270 +GST 22nd September Workshop: How to Design, Build and Sell Your IdeaMore: IdeasMarketing.com.au/Workshops
  • 78. $450 +GST $270 +GST 22nd September Workshop: How to Design, Build and Sell Your IdeaMore: IdeasMarketing.com.au/Workshops
  • 79. IdeasMarketing.com.au/WebinarsGeoff@IdeasMarketing.com.au
  • 80. Do the work!Geoff McDonald @IdeasMarketing #ideaslunch