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How Good Is My Marketing Plan? (2010-01-28)
 

How Good Is My Marketing Plan? (2010-01-28)

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Presentation given at Bury Business Breakfast on 28 January 2010.

Presentation given at Bury Business Breakfast on 28 January 2010.

See my website for more information: http://www.goldsbrough.biz/blog

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  • 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
  • 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?
  • 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
  • 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?
  • ‘A plan that isn’t built on choices that you’ve made is worthless’ What works for others? Will it work for you?
  • Can you actually carry out all of the activities you’ve planned? Are you dreaming, or planning?

How Good Is My Marketing Plan? (2010-01-28) How Good Is My Marketing Plan? (2010-01-28) Presentation Transcript

  • How Good Is My Marketing Plan? Matthew Goldsbrough January 2010
  • My Marketing Plan
  •  
    • Value
    • Objectives
    • Model
    • Options
    • Reality
    ?
  • Have You Defined Your Value Proposition?
  • Define Your Value
  • Define Your Value
    • www.goldsbrough.biz/valueproposition
  • Clear Objectives ?
  • Clear Measurable Objectives
  • A Financial Model ?
  • A Financial Model
  • Build Your Financial Model 5000 10,000 10 = 1000 = 5 x SALES AVERAGE SELLING PRICE CUSTOMERS CONVERSION PROSPECTS
  • Build Your Financial Model 5,000 500 10 = PROSPECTS BUDGET SPEND PER PROSPECT
  • Choose Appropriate Tactics
    • Mix of activities
    • How does your audience want to be reached?
  • Did You Consider All The Options ?
  • Consider All The Options
  • Based on Reality ?
  • Based On Reality?
    • Value
    • Objectives
    • Model
    • Options
    • Reality
    ?
  • Remember … Strategy Before Tactics
  •  
  • Remember … Strategy Before Tactics
  • using effective marketing to build stronger companies www.goldsbrough.biz