Your SlideShare is downloading. ×
0
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
How Good Is My Marketing Plan? (18 March 2010)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

How Good Is My Marketing Plan? (18 March 2010)

2,471

Published on

Presentation given at The Business Network, at Mottram Hall, on 18 March 2010.

Presentation given at The Business Network, at Mottram Hall, on 18 March 2010.

Published in: Business, Technology
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,471
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
1
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • In 20 minutes, I can no more explain how to build a great marketing strategy than Hepplewhite could explain the intricacies of making fine furniture
  • What is marketing there for? How do you know when it’s successful?
  • Your marketing plan will be unique You plan this year might need to be different from last year
  • In the end, you’ll decide to carry out some activities, in order to achieve some goals I’ve yet to write a marketing plan that didn’t have a spreadsheet like this in it, backed up by some words that give the rationale for why those activities are appropriate. So that’s the end point, but how do you get there, and how do you know you’ve done the best you can in writing it?
  • Explain diagram Lots of things you could choose to do Some will be more appropriate than others - how do you choose?
  • Any general fighting a battle will know that it’s only one battle of many in the war that has to be won.
  • Make sure your value proposition is in tune with the times.
  • Why buy from me , and why now ? Who is your customer? What problem do you solve? What do you offer? What benefits do you offer that your competitors don’t? How do you substantiate what you’re saying?
  • How well can you state your value proposition? John Findlay: Was it hard work to refine yours?
  • How well can you state your value proposition? John Findlay: Was it hard work to refine yours?
  • What you want to achieve When you want to achieve it ‘You can’t manage what you can’t measure’ Collect the metrics now that will enable your next plan to be better
  • Work backwards from your goal
  • ‘A plan that isn’t built on choices that you’ve made is worthless’ What works for others? Will it work for you?
  • How can your average spend per prospect be achieved from a mix of activities? How will the target audience in your value proposition want to be reached, and what will make them respond? Should you go to where they are, or bring them to you?
  • Can you actually carry out all of the activities you’ve planned? Are you dreaming, or planning?
  • Transcript

    • 1. How Good Is My Marketing Plan? Matthew Goldsbrough March 2010
    • 2.  
    • 3. Marketing?
    • 4. Marketing
      • Creating the environment in which you can sell
        • Easily
        • Quickly
    • 5. My Marketing Plan
    • 6. In the End… £££ ££ £££££ ££ Yr X £ £ £ Activity... XXX £ £ Activity 3 XX ££ £££ Activity 2 XXX ££ Activity 1 Result Q4 Q3 Q2 Q1 PLAN
    • 7.
      • Strategy
      • Value
      • Objectives
      • Model
      • Options
      • Reality
      ?
    • 8. Strategy Before Tactics
    • 9. Potential Activities Advertising Direct Mail Social Media Website Public Relations Networking Events Newsletter Email Trade Shows Public Speaking Webinar Telemarketing Broad Focused Online Mixed Offline
    • 10.  
    • 11. Where Do I Want To Be?
    • 12. Marketing Strategy Where Are We? Where Could We Get To? Where Should We Get To? How Will We Get There? Strategy Development Business Activity
    • 13. Strategy
      • “The sense of direction around which you improvise”
    • 14. Have You Defined Your Value Proposition?
    • 15. Define Your Value
    • 16. Why buy from me , and why now ?
      • Who is your customer?
      • What problem do you solve?
      • What do you offer?
      • What benefits do you offer that your competitors don’t?
      • How do you substantiate what you’re saying?
    • 17. My Value Proposition
    • 18. My Value Proposition
      • I help the owners and senior managers in SMEs to build stronger companies (e.g. increasing sales and profitability)
    • 19. My Value Proposition
      • … by developing their business strategy and using effective marketing.
    • 20. My Value Proposition
      • Unlike people in a single marketing discipline , I have many years senior management experience across all marketing activities.
    • 21. My Value Proposition
      • I have helped clients to… … improve profitability (by up to 50% in one case), … generate millions of pounds of additional revenue , … and provided companies with the clarity of strategic purpose that enables them to be better managed .
    • 22. Your Value Proposition?
    • 23. Define Your Value
      • www.goldsbrough.biz/valueproposition
    • 24. Clear Objectives ?
    • 25. Clear Measurable Objectives
    • 26. Objectives
      • Awareness Raising
      • Lead Generation
      • Return on Investment
      Specific S Measurable M Achievable A Realistic R Time Bound T
    • 27. A Financial Model ?
    • 28. A Financial Model
    • 29. Build Your Financial Model 5000 10,000 10 = 1000 = 5 x SALES AVERAGE SELLING PRICE CUSTOMERS CONVERSION PROSPECTS
    • 30. Build Your Financial Model 5,000 500 10 = PROSPECTS BUDGET SPEND PER PROSPECT
    • 31. Potential Activities Advertising Direct Mail Social Media Website Public Relations Networking Events Newsletter Email Trade Shows Public Speaking Webinar Telemarketing Broad Focused Online Mixed Offline
    • 32. Did You Consider All The Options ?
    • 33. Consider All The Options
    • 34. Potential Activities Advertising Direct Mail Social Media Website Public Relations Networking Events Newsletter Email Trade Shows Public Speaking Webinar Telemarketing Broad Focused Online Mixed Offline
    • 35. Choose Appropriate Activities
    • 36. Choose Appropriate Tactics
      • How does your audience want to be reached?
    • 37. Based on Reality ?
    • 38. Based On Reality ?
    • 39. Based On Reality
      • Your own metrics
      • Industry norms
      • Competitor norms
      • Metrics from other but relevant sectors
    • 40.
      • Strategy
      • Value
      • Objectives
      • Model
      • Options
      • Reality
      ?
    • 41. Putting It Together Strategy Objectives Value Model Options Reality
    • 42. using effective marketing to build stronger companies www.goldsbrough.biz
    • 43. More Information
      • www.goldsbrough.biz
      • [email_address]
      • 01298 812 402
    • 44. Please Fill Out Evaluation!
    • 45. using effective marketing to build stronger companies www.goldsbrough.biz

    ×