Marketing plan workshop

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Marketing plan presentation for business owners who want to create successful marketing plans. One page marketing plan.

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Marketing plan workshop

  1. 1. Building Your Marketing Plan for 2012 A Workshop for Business Owners January 11, 2012 by Jennifer Beever Inbound Marketing Certified Consultant Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 1
  2. 2. Marketing Plan Benefits• If you fail to plan, you plan to fail• Plans get everyone on the same page• You can save money with a plan• Work to a budget, measure results Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 2
  3. 3. Are You• Doing the right marketing?• To the right people?• Getting the right results? Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 3
  4. 4. No More! Photo from Flickr, Some rights reserved by CarbonNYCCreative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 4
  5. 5. Agenda• Strategic Marketing Models (brief)• SMART Marketing Objectives (groups)• Brainstorm Marketing Tactics – What’s Working, What’s Not• Plan Execution (groups)• Marketing Measurements (brief)• Summary, Action Items, Q&A Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 5
  6. 6. One Page Marketing Plan Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 6
  7. 7. Strategic Marketing• Uses Market Research – SWOT – Competitive and Customer Intelligence – Product life cycle – Demographics, psychographics… – Marketing Personas!• Based on business vision, mission, goals Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 7
  8. 8. SWOT Assessment with Actions! Strengths WeaknessesTranslating  Breakthrough product  Lack of cashSWOT  formula Seasoned sales consultants  Legal legacy  Stakeholder communicationsinto Action!  Agility, flexibility in R&D  Fledgling distribution  Marketing/sales alignment Maximize strengths to Resolve weaknesses, Opportunities take advantage of take advantage of opportunities opportunities  Cost of diesel fuel  Resolve legal issues  Continue solution selling  Increasing emissions  Increase sales, raise capital regulations  Brand and position well  Improve communications  Focus on sustainability  Awareness campaigns  Increase quality distribution Maximize strengths to Minimize weaknesses Threats to reduce threats mitigate threats  Cost of diesel fuel  Focus on cost savings and  Generate positive publicity  Sell cycle variability eco-friendly benefits  Sales training for distributors  Low barrier to entry  I.D. and communicate sales  Increase market share cycle and ideal prospect  Protect I.P. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 8
  9. 9. Competitive AnalysisPrice Performance Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 9
  10. 10. Bloody Red Ocean of CompetitionPrice Performance Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 10
  11. 11. Blue Ocean StrategyPrice Performance Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 11
  12. 12. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 12
  13. 13. Based on vision, mission, goals On-Going Branding, Customer Retention Direct Response Marketing: Offline and Online, Direct Mail, PR, Ads, Trade Shows Collateral Design: Logo, Web Site, Brochures Company Vision, Mission, and Goals Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 13
  14. 14. Customer Touch Point MapReceipt Follow Hotel of Experience Find Building upMailers Materials Visit to Travel to Contintental Travel Return Website Class Breakfast Approval Class Invoice Class Ends Cycle Experience Confirmation ReceptionRegistration Lunch Materials and Dinner
  15. 15. George the LoyalistMeet George. He’s 63 years old, married, has grown children andgrand kids. George has a tremendous work ethic and still works longhours. He is extremely generous to his family, especially thegrandkids….….He likes receiving the postcards and also responds to email. Hewears glasses, and he didn’t grow up using computers so much,although he has learned and adapted to succeed. He expects veryhigh quality content at conferences. He is very loyal and really valuesnetworking and face-to-face time with his peers. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 15
  16. 16. Julie the SkepticMeet Julie. She’s 46, married with two teens. She grew up withcorporate downsizing, tabloid journalism, the Persian gulf war andthe rise of AIDS. For this busy mom, efficiency is a must and life isfull of time and financial trade-offs….….Julie tends to be skeptical, independent, resourceful. She has afree agent mentality and is financially conservative. She expectsdiversity, fun, and likes informal settings. She uses Google searchand other resources to get what she needs to know to succeed. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  17. 17. Benjamin the Go-GetterMeet Benjamin. He’s 29. He worked at four jobs right out of schooland then his father Tom hired him to work in his company. Benjaminis connected on social networking sites and multi-tasks by Tweetingor text messaging during meetings. He is trying to convince his Dadthat the company should go green and do some cause marketing….….Benjamin is confident, flexible and civic-minded. He likesteamwork, social events and diversity. He’s connected with his peersand follows industry thought leaders online. He’s frustrated with hisDad’s hesitation to change, but he’s very close to both his parents. Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S.
  18. 18. Photo from Flickr, Some rights reserved by andrewrennieCreative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 18
  19. 19. SMART Marketing Goals• Specific• Measurable• Attainable• Realistic• Timely Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 19
  20. 20. Sample SMART Goals• Increase Product A revenues $20,000• Increase customer wallet share by 15%• Increase customer intimacy• Increase brand awareness• Get 500 company followers on LinkedIn• Increase Facebook followers to 1,200• Increase sales conversion to 60% Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 20
  21. 21. Write in Your GoalsCreative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 21
  22. 22. Your Marketing Goals• Group Breakout Exercise• 10-15 Minutes• Share Sample Goals Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 22
  23. 23. Photo from Flickr, Some rights reserved by Kheel Center, Cornell University Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 23
  24. 24. What’s Hot?• Transparency & Value-Add• Telling Your Story• Online Content – Video!• Social Media Connections• Mobile Marketing Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 24
  25. 25. Integrated – Response Compression Trade Show Ad WebsiteBrochure Telemarketing Direct Mail Article Seminar Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 25
  26. 26. Integrated – ResponseCompression with New Tactics Trade Show Ad Website Brochure Telemarketing Direct Mail Article Seminar Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 26
  27. 27. New SEO = SMO Web Site BlogCreative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 27
  28. 28. Brainstorming on Tactics Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 28
  29. 29. Your Marketing Tactics• Group Exercise• 20 Minutes• Reconvene & Share• Questions? Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 29
  30. 30. Write in Your TacticsCreative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 30
  31. 31. Results Tracking Marketing ContinuumStrategic Planning Tactical Planning Implementation Results Tracking Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 31
  32. 32. Track Your ResultsCreative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 32
  33. 33. Jennifer Beever Follow me:• CMO for Hire• Strategic Marketing Consulting• Certified Inbound Marketing Professional • • 818-347-4248 • www.newincite.com Don’t Leave Your Marketing to Chance Creative Commons License Attribution - NonCommercial- Share Alike 3.0 U.S. 33

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