Suzanne Carawan Generic Marketing Plan Template
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Suzanne Carawan Generic Marketing Plan Template

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I've shared a typical marketing plan slidedeck that can be used regardless of what type of product, program or service you are marketing. While the details of each slide changes, the questions and the ...

I've shared a typical marketing plan slidedeck that can be used regardless of what type of product, program or service you are marketing. While the details of each slide changes, the questions and the framework remain the same. I've put in tips as to what to do with each slide as you fill each out with the particulars of your own product or organization. I've used this same framework to market everything from charities to hardware, so remember that while the audience and the product offering changes, the framework and thinking remain the same. One thing to note, I've deliberately left out a discussion on distribution channels and pricing--both are fundamentals of a marketing plan, but I believe, deserve their own discussion prior to inclusion in an overall plan.

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Suzanne Carawan Generic Marketing Plan Template Suzanne Carawan Generic Marketing Plan Template Presentation Transcript

  • I saw a question on sharing a marketing plan. I’ve been asked this a lot (and created quite a few) over the years for a lot of successful products, programs, and organizations. I thought I’d share how I’ve always done it and give you both the framework and some pointers on how to Time Period of Plan do the same for whatever you’re trying to market. In the interest of time, I’ve shared my own plan. (usually one year) However, I’ve used the same framework/method for associations, technology companies, an individual product, an individual program, and Name of Organization, even to market an individual person. The framework stays the same—just change the specifics based on what it is that you are trying Product, Program or to market. Service that You Will The one piece that I didn’t cover was on pricing, which—I think—is a whole slideset unto itself. Market Good luck!
  • Market Opportunity First: Take the time to really outline/define and refine the market opportunity. Get clear— and get everyone else What is the size of the market opportunity: clear—on where you will -in terms of revenue amount be successful and where you won’t. You are -in terms of unmet needs looking for least risk for -in terms of # people/buyers/donors/members/attendees biggest return situation Are there geographic boundaries? Time zone considerations? Are there seasonal effects (periods of time during a calendar year when people do/don’t buy or engage?) Who are the competitors? How much of the market is available to win?
  • Market Opportunities by Next: Slice up your market so Segment & Vertical that you can easily identify where you fit. Segment 1: e.g. Segment 2: e.g. Segment 3: e.g. Identify sub- Corporations Non-Profit Government verticals, if Vertical 1: e.g. Health X X X needed Vertical 2: e.g. X X X Education Vertical 3 X Vertical 4 X Vertical 5 X X X Vertical 6 X X X Vertical 7 X X
  • Write down the sentence(s) Messaging of Your that describe your value proposition and unique identifiers to the marketplace. Program/Product/Service For example, mine are: 1. etouches is an innovative brand of SaaS-based event software 2. etouches is the first event software built by event planners instead of technologists 3. etouches has been global in software functionality and support since the inception of the company: in software and service support 4. Designed to scale and to handle complexity 5. Designed to work the way that meeting planners think and plan events
  • Next Step: Clearly outline the actions you need to take for your etouches Product Line product, program or service. Here’s mine: 1. Establish etouches as an innovative brand of SaaS-based event software 2. Develop and tell a compelling and differentiated story for etouches: # modules, specificity of the modules 3. Establish consistent communication channels with target audiences through direct and indirect marketing and PR (including social media) 4. Cultivate relationships with potential reseller partners 5. Develop an education-based thought leadership program 6. Grow the customer base from X to Y organizations within the vertical
  • Brand Elements & Rationale Elements Rationale • Touch • To date, target audience has been • Pink for energy, innovation and terrorized and abused by warmth technology options • Love and comfort • Available software is outdated and • Delightful and light-hearted geared towards transactions, not • Utilitarian: benefits the entire end user experience organization • Competitor tech companies focus Next: I like to write down the brand elements that will on feature/function, technobabble be included in my GTM plan and why I’m and integration highlighting some (and perhaps not others). Providing written rationale allows you to identify •Solve the organization’s pain of some of the psychological elements are critical to ensuring a wonderful event your GTM and will drive your campaigns. Without this, you often get marketing “fluff” campaigns that experience from start to finish are not tied to any identifiable pain/want and are, through superior service-inspired therefore, not compelling products
  • Key Differentiators Corporate Product -event management origin -highly flexible to allow for infinite configuration to meet specific needs of event marketers Next: Take the time to -global -truly multi-tenant, SaaS-delivery write down how your -400 customers with a 90% renewal -localization and globalization program/product/service is TRULY different. rate -exceptional service -integrated apps allow you to keep The only thing that flow-through of people and budgetingcounts is what stands out and is worthy of a for cross-planning and reporting.You conversation. can clone for next year! Don’t spend time on that -investor-backed firm -24 languages/multi-currency which is standard, expected or a commodity
  • Pain Points Solved by etouches • Events represent the majority (typically over 75%) of an association’s revenue for the year and is the #1 way to recognize donors (npo) Next: Write down what your product/program/service SOLVES. •Event experience begins with registration/purchasing Don’t start writing benefits before taking this step!!! Tie benefits to pain points that you eliminate. •Organizations have had, to date, little control and outdated tools for creating an enjoyable interactive experience for users •Organizations typically brace for event registration season to prepare for inbound calls for help with login, registration issues, etc •Organizations have had to let their brand suffer for the sake of technology: the transaction, not the person, has always been the priority •Events are understaffed and produced through a multitude of tools by staff that are not trained, supported nor have advanced technical skillsets
  • Keys to Success for Association/Nonprofit Identify what your keys to success will be in a given market 1. Price 2. Transparency 3. Multi-use across departments 4. eHome to replace current websites or team sites 5. Ready and Available Now 6. Big Brand For-Profit Organizations Rely on etouches 7. Relationship-Based Business 8. Global: multi-currency, multilingual 9. Component Events: can be used for chapters, committees, sections, etc
  • GTM Marketing Mix Identify which mix of marketing 1. Public Networks: Twitter, Facebook, LinkedIn communications 2. Email marketing means/channels that you will use to create demand 3. Direct mail 4. Speaking Engagements 5. Webinars 6. Small hosted events (lunch-n-learns, cocktail hours, breakfasts) 7. Tradeshows 8. Banner ads 9. Content: Articles, White Papers, Surveys
  • Marketing Activity Calendar Next: Finally, start to map out your various, specific activities you’ve identified in your GTM demand creation mix into the calendar year. Use a Marketing Calendar like that provided by Brandeo: http://brandeo.com/2010-marketing- calendar-template-free-download
  • Hope that helped! Send questions/comments or requests to: Suzanne Carawan etouches scarawan@etouches.com 703.431.2208 Twitter: @suzannecarawan LinkedIn: /suzannecarawan Facebook: /suzannecarawan