Integrating an Effective Marketing Plan

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Learning Objectives:
- Developing a living Marketing Plan
- Implementing marketing strategies
that drive results
- Making the Marketing Plan a cohesive part of the Business Plan
- Leveraging Marketing analytics for continuous improvement

Effective Marketing is realized when the rubber hits the road

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Integrating an Effective Marketing Plan

  1. 1. Integrating An Effective Marketing PlanClass 4: Leveraging Marketing for You & Your Business presented by Stirling Morris
  2. 2. Putting a Marketing Plan into ActionLearning Objectives:● Developing a living Marketing Plan● Implementing marketing strategies that drive results● Making the Marketing Plan a cohesive part of the Business Plan● Leveraging Marketing analytics for continuous improvementEffective Marketing is realized when the rubber hits the road
  3. 3. Developing a Living Marketing PlanAn effective marketing plan is a living documentwith the sole purpose of breathing life into yourbusiness. The internet never sleeps, neither should your marketing
  4. 4. Have An Idea? Write It Down Now! Even if its just an outline, having a written Marketing Plan keeps you engaged with your business and your customersDid you forget a pen and paper? Use your smartphone or tablet!
  5. 5. Marketing Strategies Drive ResultsMarketing is the process of communicating the value of aproduct or service to the customer Product → Solution Promotion → Information Price → Value Place (Distribution) → AccessWhat are you offering? Who is your audience? How do you reach them?
  6. 6. Supporting the Business Plan with MarketingInnovation & technology are at the heart of business growth & Social Good
  7. 7. Your Marketing Plan Breathes Life into the Business PlanA Marketing Plan is as critical as the Business Plan.For both Plans to be successful, ask yourself:● When was my last Plan review?● How often do I review my Plan?● Who am I involving to develop my Plan?● What steps am I taking to improve my Plan?
  8. 8. The New Social Customer Life CycleWhether you are a individual, business, or organization,understanding todays social customer will ensure positiveengagements. If todays social customer were to review your online marketing today, what would they discover?
  9. 9. Analyzing Marketing for Continuous ImprovementWhat are some practical resources? ○ Social Media, Bookmarking, & Google Analytics ○ CRMs & Kaizen Events ○ Evaluations & Surveys
  10. 10. The Takeaway● Develop a living Marketing Plan Todays marketing never rests● Implement marketing strategies that drive results Discover your business value proposition● The Marketing Plan is part of Business Plan You cant get anywhere without a map● Leverage analytics for continuous improvement Listen to your staff as well as your customers
  11. 11. Looking Ahead . . .Class 5: Great Marketing is a Process of ContinuousImprovement
  12. 12. What questions do you have for me?

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