1. 1 Secrets of Successful Marketing Plans Presented to UCLA Extension Class “Developing a Business Plan” April 27, 2010 by Jennifer Beever Certified Management Consultant Twitter: cmo4hire
2. 2 Without a Marketing Plan “Fail to plan and plan to fail” Waste marketing dollars Ignore existing customers Miss new market opportunities Miss complementary products/services Reactive mode, rather than Proactive
3. 3 With a Marketing Plan Integration increases response rates Create and build your brand Focus on most profitable markets Increase customer satisfaction Make more money more efficiently
7. Old One to many Synchronous “Push” marketing Geographic barriers Unique Selling Proposition Sales funnel 7
8. New Many to many Asynchronous “Pull” marketing Geographic boundaries fall UBN: Unique Buying Need Buying funnel 8
9. 9 Old Marketing Paradigm The Sales Funnel Leads Sales Cycle Sales Revenues
10. 10 New Marketing Paradigm The Buying Funnel Prospects Buy Cycle Customers
11. 11 Strategic Marketing Uses Market Research Competitive and Customer Intelligence SWOT Product life cycle Demographics, psychographics… Marketing Personas! Based on business vision, mission, goals
12. 12 Define Marketing Position Target Market Profile Customer Analysis/ Involvement Industry Drivers Position Competitive Analysis Strategy
44. 17 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
45. 18 Benefits of Strategic Marketing Intelligent decision making Tied to business objectives Aware of industry, competitors
59. 32 Create Your Marketing Plan Research markets and competitors Know your customers Determine your strategy and position Plan and budget marketing activities Track and measure results Revise and refine as you go