Secrets Of Successful Marketing Plans


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New Incite's presentation to UCLA students who are faced with preparing the marketing portion of their business plan. It was fun!

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Secrets Of Successful Marketing Plans

  1. 1. 1<br />Secrets of Successful Marketing Plans<br />Presented to UCLA Extension Class <br />“Developing a Business Plan”<br />April 27, 2010<br />by Jennifer Beever<br />Certified Management Consultant<br />Twitter: cmo4hire<br />
  2. 2. 2<br />Without a Marketing Plan<br />“Fail to plan and plan to fail”<br />Waste marketing dollars<br />Ignore existing customers<br />Miss new market opportunities<br />Miss complementary products/services<br />Reactive mode, rather than Proactive<br />
  3. 3. 3<br />With a Marketing Plan<br />Integration increases response rates<br />Create and build your brand<br />Focus on most profitable markets<br />Increase customer satisfaction<br />Make more money more efficiently<br />
  4. 4. Topics<br />Marketing Paradigm Shift<br />Strategic Planning Models<br />Customer Centric Marketing<br />Integration<br />Results Orientation<br />Inbound Marketing <br />4<br />
  5. 5. 5<br />Key Elements of Successful Marketing Plans<br />Targeted, customer-centric <br />Strategic<br />Integrated <br />Results-oriented<br />
  6. 6. Marketing Change<br />6<br />
  7. 7. Old<br />One to many<br />Synchronous<br />“Push” marketing<br />Geographic barriers<br />Unique Selling Proposition<br />Sales funnel<br />7<br />
  8. 8. New<br />Many to many<br />Asynchronous<br />“Pull” marketing<br />Geographic boundaries fall<br />UBN: Unique Buying Need<br />Buying funnel<br />8<br />
  9. 9. 9<br />Old Marketing Paradigm The Sales Funnel<br />Leads<br />Sales Cycle<br />Sales Revenues<br />
  10. 10. 10<br />New Marketing Paradigm The Buying Funnel<br />Prospects<br />Buy Cycle<br />Customers<br />
  11. 11. 11<br />Strategic Marketing<br />Uses Market Research<br />Competitive and Customer Intelligence<br />SWOT<br />Product life cycle<br />Demographics, psychographics…<br />Marketing Personas!<br />Based on business vision, mission, goals<br />
  12. 12. 12<br />Define Marketing Position<br />Target<br />Market<br />Profile<br />Customer<br />Analysis/<br />Involvement<br />Industry <br />Drivers<br />Position<br />Competitive<br />Analysis<br />Strategy<br />
  13. 13. 13<br />Competitive Analysis<br />P<br />r<br />i<br />c<br />e<br />Performance<br />
  14. 14. 14<br />SWOT Assessment<br /><ul><li>Lack of cash
  15. 15. Legal legacy
  16. 16. Stakeholder comm
  17. 17. Fledgling distrchannel
  18. 18. Mktng/sales alignment</li></ul>Weaknesses<br />Strengths<br /><ul><li>Breakthrough product formula
  19. 19. Seasoned sales consultants
  20. 20. Agility, flexibility in R&D</li></ul>Internal<br />External<br /><ul><li>Cost of diesel fuel
  21. 21. Sell cycle variability
  22. 22. Low barrier to entry</li></ul>Threats<br />Opportunities<br /><ul><li>Cost of diesel fuel
  23. 23. Increasing emissions regulations
  24. 24. Focus on sustainability</li></li></ul><li>15<br />SWOT Assessment with Actions!<br />Translating <br />SWOT <br />into Action!<br />Weaknesses<br /><ul><li>Lack of cash
  25. 25. Legal legacy
  26. 26. Stakeholder communications
  27. 27. Fledgling distribution
  28. 28. Marketing/sales alignment</li></ul>Strengths<br /><ul><li>Breakthrough product formula
  29. 29. Seasoned sales consultants
  30. 30. Agility, flexibility in R&D</li></ul>Opportunities<br /><ul><li>Cost of diesel fuel
  31. 31. Increasing emissions regulations
  32. 32. Focus on sustainability</li></ul>Resolve weaknesses, take advantage of opportunities<br /><ul><li>Resolve legal issues
  33. 33. Increase sales, raise capital
  34. 34. Improve communications
  35. 35. Increase quality distribution</li></ul>Maximize strengths to take advantage of opportunities<br /><ul><li>Continue solution selling
  36. 36. Brand and position well
  37. 37. Awareness campaigns</li></ul>Minimize weaknesses to reduce threats<br /><ul><li>Generate positive publicity
  38. 38. Sales training for distributors
  39. 39. Increase market share</li></ul>Threats<br /><ul><li>Cost of diesel fuel
  40. 40. Sell cycle variability
  41. 41. Low barrier to entry</li></ul>Maximize strengths to mitigate threats<br /><ul><li>Focus on cost savings and eco-friendly benefits
  42. 42. I.D. and communicate sales cycle and ideal prospect
  43. 43. Protect I.P.</li></li></ul><li>16<br />
  44. 44. 17<br />Based on vision, mission, goals<br />On-Going<br />Branding,<br />Customer Retention<br />Direct Response Marketing:<br />Offline and Online,<br />Direct Mail, PR, Ads, <br />Trade Shows<br />Collateral Design:<br />Logo, Web Site, Brochures<br />Company Vision, Mission, and Goals<br />
  45. 45. 18<br />Benefits of Strategic Marketing<br />Intelligent decision making<br />Tied to business objectives<br />Aware of industry, competitors<br />
  46. 46. 19<br />Customer-Centric Marketing<br />Market research<br />Focus!<br />Niche marketing<br />Know your customers<br />
  47. 47. 20<br />Customer-Centric Marketing<br />Identify industry concentrations<br />Identify profitable customers<br />Maintain accurate database<br />
  48. 48. 21<br />Customer-Centric Marketing<br />Survey customer satisfaction<br />Know defection rates <br />Survey customer needs - new products<br />Frequent communication (6-12/yr.)<br />
  49. 49. 22<br />Customer-Centric Marketing<br />Greater return on investment<br />Increases market responsiveness<br />Helps increase market share<br />Closer to customers<br />
  50. 50. 23<br />Integrated – Response Compression<br />Trade Show<br />Website<br />Ad<br />Brochure<br />Telemarketing<br />Article<br />Direct Mail<br />Seminar<br />
  51. 51. 24<br />Integrated – Response Compression<br />Trade Show<br />Website<br />Ad<br />Brochure<br />Telemarketing<br />Article<br />Direct Mail<br />Seminar<br />
  52. 52. “Old” SEO(still working)<br />Meta Tags <br />Content - rich with keywords<br />Links<br />Changing content – dynamic sites<br />25<br />
  53. 53. New SEO = SMO<br />Web Site<br />Blog<br />26<br />
  54. 54. 27<br />Results-Tracking in the Marketing Plan<br />Every activity must be measurable<br />Results must be forecast<br />Results must be tracked to plan<br />
  55. 55. 28<br />Results Tracking<br />Marketing Continuum<br />Strategic Planning<br />Tactical Planning<br />Implementation<br />Results Tracking<br />
  56. 56. 29<br />Results Tracking<br />Number of leads<br />Source of leads<br />Number of sales by source<br />Sales revenue by source<br />Conversion rate<br />Cost per lead<br />
  57. 57. 30<br />Results Tracking – example<br />OC Reg. Ad<br />Phoenix Trade Show<br />Direct Mail<br />Referrals<br />
  58. 58. 31<br />Benefits of Results Tracking<br />Better decision-making<br />ROI-based marketing<br />Maximize marketing investment<br />
  59. 59. 32<br />Create Your Marketing Plan<br />Research markets and competitors<br />Know your customers<br />Determine your strategy and position<br />Plan and budget marketing activities<br />Track and measure results<br />Revise and refine as you go<br />
  60. 60. 33<br />Jennifer Beever Marketing Consultant/Speaker<br />Follow me:<br /><ul><li>CMO for Hire
  61. 61. Strategic Marketing Consulting
  62. 62. Are you doing the right marketing?
  63. 63. Are you marketing to the right people?
  64. 64. Are you getting the right results?
  65. 65. Marketing Presentations
  66. 66. Certified Inbound Marketing Professional</li></li></ul><li>34<br />“Don’t Leave Your Marketing to Chance”<br />Twitter: cmo4hire<br />818-347-4248<br /><br />
  67. 67. 35<br />Resources<br /><ul><li>,
  68. 68.
  69. 69. Google Adwords Keyword Analysis Tool</li></ul><br /><ul><li>
  70. 70.
  71. 71.
  72. 72. Guy Kawasaki 10-20-30 Presentation (must see!)</li></ul><br />