Secrets Of Successful Marketing Plans

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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

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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

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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

Topics
Marketing Paradigm Shift
Strategic Planning Models
Customer Centric Marketing
Integration
Results Orientation
Inbound Marketing
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Key Elements of Successful Marketing Plans
Targeted, customer-centric
Strategic
Integrated
Results-oriented

Marketing Change
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Old
One to many
Synchronous
“Push” marketing
Geographic barriers
Unique Selling Proposition
Sales funnel
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New
Many to many
Asynchronous
“Pull” marketing
Geographic boundaries fall
UBN: Unique Buying Need
Buying funnel
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Old Marketing Paradigm The Sales Funnel
Leads
Sales Cycle
Sales Revenues

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New Marketing Paradigm The Buying Funnel
Prospects
Buy Cycle
Customers

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Strategic Marketing
Uses Market Research
Competitive and Customer Intelligence
SWOT
Product life cycle
Demographics, psychographics…
Marketing Personas!
Based on business vision, mission, goals

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Define Marketing Position
Target
Market
Profile
Customer
Analysis/
Involvement
Industry
Drivers
Position
Competitive
Analysis
Strategy

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Competitive Analysis
P
r
i
c
e
Performance

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SWOT Assessment
Lack of cash
Legal legacy
Stakeholder comm
Fledgling distrchannel
Mktng/sales alignment
Weaknesses
Strengths
Breakthrough product formula
Seasoned sales consultants
Agility, flexibility in R&D
Internal
External
Cost of diesel fuel
Sell cycle variability
Low barrier to entry
Threats
Opportunities
Cost of diesel fuel
Increasing emissions regulations
Focus on sustainability

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SWOT Assessment with Actions!
Translating
SWOT
into Action!
Weaknesses
Lack of cash
Legal legacy
Stakeholder communications
Fledgling distribution
Marketing/sales alignment
Strengths
Breakthrough product formula
Seasoned sales consultants
Agility, flexibility in R&D
Opportunities
Cost of diesel fuel
Increasing emissions regulations
Focus on sustainability
Resolve weaknesses, take advantage of opportunities
Resolve legal issues
Increase sales, raise capital
Improve communications
Increase quality distribution
Maximize strengths to take advantage of opportunities
Continue solution selling
Brand and position well
Awareness campaigns
Minimize weaknesses to reduce threats
Generate positive publicity
Sales training for distributors
Increase market share
Threats
Cost of diesel fuel
Sell cycle variability
Low barrier to entry
Maximize strengths to mitigate threats
Focus on cost savings and eco-friendly benefits
I.D. and communicate sales cycle and ideal prospect
Protect I.P.

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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

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Benefits of Strategic Marketing
Intelligent decision making
Tied to business objectives
Aware of industry, competitors

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Customer-Centric Marketing
Market research
Focus!
Niche marketing
Know your customers

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Identify industry concentrations
Identify profitable customers
Maintain accurate database

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Survey customer satisfaction
Know defection rates
Survey customer needs - new products
Frequent communication (6-12/yr.)

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Greater return on investment
Increases market responsiveness
Helps increase market share
Closer to customers

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Integrated – Response Compression
Trade Show
Website
Ad
Brochure
Telemarketing
Article
Direct Mail
Seminar

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Integrated – Response Compression
Trade Show
Website
Ad
Brochure
Telemarketing
Article
Direct Mail
Seminar

“Old” SEO(still working)
Meta Tags
Content - rich with keywords
Links
Changing content – dynamic sites
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New SEO = SMO
Web Site
Blog
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Results-Tracking in the Marketing Plan
Every activity must be measurable
Results must be forecast
Results must be tracked to plan

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Results Tracking
Marketing Continuum
Strategic Planning
Tactical Planning
Implementation
Results Tracking

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Results Tracking
Number of leads
Source of leads
Number of sales by source
Sales revenue by source
Conversion rate
Cost per lead

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Results Tracking – example
OC Reg. Ad
Phoenix Trade Show
Direct Mail
Referrals

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Benefits of Results Tracking
Better decision-making
ROI-based marketing
Maximize marketing investment

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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

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Jennifer Beever Marketing Consultant/Speaker
Follow me:
CMO for Hire
Strategic Marketing Consulting
Are you doing the right marketing?
Are you marketing to the right people?
Are you getting the right results?
Marketing Presentations
Certified Inbound Marketing Professional

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“Don’t Leave Your Marketing to Chance”
Twitter: cmo4hire
818-347-4248
www.newincite.com

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Resources
www.websitegrader.com, www.Hubspot.com
www.searchenginenews.com
Google Adwords Keyword Analysis Tool
https://adwords.google.com/select/KeywordToolExternal
http://rollyson.net/
www.toprankblog.com
www.BusinessBloggingPros.com
Guy Kawasaki 10-20-30 Presentation (must see!)
http://www.youtube.com/watch?v=liQLdRk0Ziw

Secrets Of Successful Marketing Plans

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