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  1. 1. Introduction to the7-Sentence Marketing Plan by Monique Trottier monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
  2. 2. 7-Sentence Marketing PlanSentence 1: What is the purpose of your marketing?Sentence 2: How will you accomplish your purpose?Sentence 3: Who is your target market?Sentence 4: What is your niche in the marketplace?Sentence 5: What tools and tactics will you use to carry out your marketing?Sentence 6: What is your business identity?Sentence 7: How will you measure success and allocate time and budget? monique@boxcarmarketing.com twitter: @boxcarmarketing
  3. 3. #1 What is the purpose of your marketing?What are your goals? These need to be specific and measurable: • Reach a new audience (#, %) • Promote an event (#, $) • Get sales (#, $)Identify the top 3 goals and tailor them to be specific to your client/project. Be as specific as possible (i.e., drive # people to the FB pagewho will enter the contest (est. 10% conversion rate)) monique@boxcarmarketing.com twitter: @boxcarmarketing
  4. 4. Sentence #1: ExampleLet’s say you run a service that teaches people basic internet marketingpractices. We’ll call it the “QuickLearn Training series.”Here’s how a 7-Sentence Marketing Plan would work for you.1. The purpose of the QuickLearn Training series is to educate businessprofessionals on all aspects of internet marketing. Our secondary goal is toincrease awareness and adoption of internet marketing best practices.We will offer in-class training and educational sessions for individualsand business professionals looking for internet marketing education.In the marketing of QuickLearn, our objective is to fully book 100% ofthe organization’s available time for internet marketing education: - 2 hour sessions - 1 session per month - estimate 5-20 participants - estimate $100-150 per participant per session - estimate $10-50 per e-book, online training video monique@boxcarmarketing.com twitter: @boxcarmarketing
  5. 5. #2 How will you accomplish your goals?What are you going to do?For example, you could: • Set up a Facebook page to host the contest • Execute an outreach campaign by contacting bloggers and influencersWhat is it you will do to meet the business goal? monique@boxcarmarketing.com twitter: @boxcarmarketing
  6. 6. Sentence #2: Example2. QuickLearn will accomplish its purpose by: • establishing the credentials of its educators, • having sessions in a central location and/or made easily available online, • positioning the learning series as a fast way to hone or improve one’s internet marketing skills.Sessions will be hyper-focused, will fit into a regular weekday evening, and will be of high-quality.Benefits (keyword phrases): - Hyper-focussed - Fits into regular day - Fast way to hone or improve internet marketing skillsCompetitive Advantages: - People are too busy to take a full course - Full courses or training are often not specific enough or take a general overview approach instead of offering how-to knowledge - We can accommodate small class sizes - Reasonable cost - Difficult to find this type of training monique@boxcarmarketing.com twitter: @boxcarmarketing
  7. 7. 3. Client’s Target Audience (or Audiences) is:Who are the people you want to reach?Create representative personas:• what kind of people are they?• what characteristics do they share?• what social media channels do they use?• how do they engage online? monique@boxcarmarketing.com twitter: @boxcarmarketing
  8. 8. Sentence #3: Example3. Our target market is local small business and marketing staff inmedium- to large-sized businesses who are currently managing someaspect of their company’s online marketing activities or who would like tolearn more so they can take on those roles. They are beginners orintermediates in internet marketing. They value internet marketing andwant to drive their businesses with the web or with an online strategy thatis in-line with their overarching business strategy.Our secondary audience is the same type of professionals in other marketswho are willing to learn via distant education. monique@boxcarmarketing.com twitter: @boxcarmarketing
  9. 9. Sentence #3: Example PersonaName: SteveTitle: Search Marketing CoordinatorBasics: (Includes demographics and psychographics – age, gender,location, family life, likes and dislikes, location in adoption curve [i.e.innovator, early adopter, early majority, late majority)Professional and personal background: (includes job title, job history,role, leisure activities)Quote: If I could learn this stuff through osmosis, I would. There’s neverenough time in the day to stay up to date. I need something that can fit inbetween my job duties and dad role.Favourite Sites: (with context to this project)Goals: (i.e. what is this person’s goals when looking for the services/product you’re offering?)I need / I want: (i.e. what does this person need and or want in order toreach the above goals. Remember to keep in mind the characteristicsyou described above) monique@boxcarmarketing.com twitter: @boxcarmarketing
  10. 10. Sentence #4: Client’s niche in the marketplaceHow will you position yourself? Use the S.P.H.E.R.E. acronym: • So What: Why does your client’s product/service matter? What makes your client different from its competitors? (list competitors – name, URL) Why do consumers choose your client over someone else? • Personality: What are the adjectives that describe your client’s brand? • Hook: What’s your client’s story angle? Use phrases that are easy to remember to helps to spread your client’s story via word of mouth. • Ego: Who does your client need to engage with? Who can benefit from promoting the brand amongst their friends? Why do people want to engage with the brand? • Relevancy: What is the relevancy between the audiences’ motivations and what your client is trying to do? • Effort: What does your client need to do in order to keep the audience engaged throughout the campaign as well as after the campaign is finished. monique@boxcarmarketing.com twitter: @boxcarmarketing
  11. 11. Sentence #4: Example4. We will position ourselves as the prime source of one-on-one andsmall-group training, guaranteed instruction on the management ofinternet marketing campaigns.We are good and fast.Benefits: - hyper-focussed - fits into regular day - fast way to hone or improve internet marketing skillsCompetitive Advantage: - People are too busy to take a full course - Full courses or training are often not specific enough or take a general overview approach instead of offering how-to knowledge - We can accommodate small class sizes - Reasonable cost - Difficult to find this type of training monique@boxcarmarketing.com twitter: @boxcarmarketing
  12. 12. Sentence #5: Marketing tools we plan to employ• List all the possible marketing tools or tactics that could be used to meet your desired goals. Review the Social Media Starfish or http://TheConversationPrism.com• Pick the ones that align with #1 - your business goals, marketing purpose monique@boxcarmarketing.com twitter: @boxcarmarketing
  13. 13. Sentence #5: Marketing tools we plan to employ http://TheConversationPrism.com monique@boxcarmarketing.com twitter: @boxcarmarketing
  14. 14. Sentence #5: Example5. Marketing tools to be used will be a combination of • personal emails • client testimonials • blog posts • printable brochures • search engine marketing • advertising specialties (perhaps in Business in Vancouver or other business trade magazines) • free seminars • conferences and presentations for industry groups, trade/commerce boards and organizations • online sampling (videos, ebooks, etc.) • professional location for sessions and business-casual instructor attire • a website offering a free newsletter (session alerts), case studies, marketing articles, session information, sample videos and ebooks • publicity in the local newspapers, on radio talk shows, and on television. • On-going activities in communities of our peers and friends monique@boxcarmarketing.com twitter: @boxcarmarketing
  15. 15. Sentence #5: Tool-use visual graph monique@boxcarmarketing.com twitter: @boxcarmarketing
  16. 16. Sentence #6: The client’s business identityDescribe in as few sentences or words as possible the feelings, voiceand tone the company/brand evokes, and the brand attributes youwant it to convey.For example: ➡ Warmth, friendliness, reassurance, comfort, excitement, caring, honesty, humour, professionalism, intelligence, sophistication, reliability, and trustworthiness monique@boxcarmarketing.com twitter: @boxcarmarketing
  17. 17. Sentence #6: Example6. Our identity for QuickLearn will be a blend of professionalism,personal attention, and respect for our students and the role of theweb in their lives and their businesses.Work for us is about fun, innovation and creativity. monique@boxcarmarketing.com twitter: @boxcarmarketing
  18. 18. Sentence #7: Plan to measure success and allocate time and budget • Align this sentence with #1, 2 and #5 – looking at your goals how will you measure the effectiveness of your tactics? List the key performance indicators (KPIs) • How much time and money will your client devote specifically to social media? • Estimate 2 hours per channel per week. (Number of hours a week you can commit to social media / 2 = Max. number of social media channels you can take on) monique@boxcarmarketing.com twitter: @boxcarmarketing
  19. 19. Sentence #7: Example Grid Actions that Desired Goal will achieve Why Audience KPIs goal ResponseBook 100% of time for • Outreach to Online buzz means • Register for the • Registrantsinternet marketing minimum 1,000 more people know course • Timeline foreducation (max. 20 qualified leads per about the event; aim to • Sign up for the Registrations (Daysparticipants, 1 session event announcement; reach 1,000 qualified newsletter of the Week, Timeper month) • Build newsletter leads (assuming 2% • Share email/forward from 1st audience for course response rate) to a friend Announcement), alerts/registration, • Open the email • Time of day special offers for registering email members • Newsletter subscribers Goals > Actions > Response > KPI Goals (#1) > Actions (#2, 5, 6) > Response (#3, 4) > KPI (#7) monique@boxcarmarketing.com twitter: @boxcarmarketing
  20. 20. Action StepsThe process of creating a 7-sentence marketing plan is not so that it canlanguish in a filing cabinet.After creating a 7-sentence marketing plan, you should: • Show the plan to everyone in your organization who is involved with marketing and ask for feedback and input. • Show the plan to each employee, even if they are not involved with marketing. They often have insights into sales or customer service that make not be apparent to you. • Breath life into the plan by doing what you say you’ll do in the plan and measuring all your marketing activities against the strategy. • If a proposed activity does not follow the strategy, change the activity or discard it. monique@boxcarmarketing.com twitter: @boxcarmarketing
  21. 21. SummaryA good 7-Sentence Marketing Plan is a strategy that can guide yourefforts for the lifetime of the organization (or at least the lifetime ofyour marketing campaign).The Plan has to be reviewed regularly and adapted as youraudience’s needs change and as your business evolves.If you understand:• the overall business goals (#1)• how you will accomplish those goals (#2), and• who your audience is (#3)then you are able to use that knowledge to refine:• how you will present yourself to the market (#4--the So What),• what tools are best to use (#5), and• how to leverage your corporate culture (#6).Measure ALL marketing materials you plan to use.No matter how much you may love a marketing idea, if it does notfulfill your strategy, toss it out. monique@boxcarmarketing.com twitter: @boxcarmarketing
  22. 22. Next StepsASSIGNMENT:Use the worksheet provided to write a 7 Sentence Marketing Plan.Follow the format described in this presentation and theworksheet. http://bit.ly/pub355-7SentencePlanREADINGS FOR NEXT WEEK:Boxcar Marketing, "Defining Your Target Audience with Personas,"http://www.boxcarmarketing.com/blog/defining-your-target-audience-with-personas/Forrester, “Social Technographics Defined 2010,”http://www.forrester.com/empowered/ladder2010 monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing