Marketing Planning 101Building the instruction manual for the toolbox
TheWerkshop Philosophy What is Marketing, anyway? Marketingis a discipline best described as a box of tools. One tool does not define marketing, and one tool can’t be marketing by itself. It is how you use the tools in concert that is marketing. The marketing plan is its instruction manual. Tools: Advertising – hammer PR – flashlight/megaphone Web presence – magnifying glass Events – painter’s tape Direct mail – screwdriver Analytics – measuring tape Loyalty programs – glue Social Media – tacks, nails, staples
Most of us have it backwards… Most businesses start with the tools. Most people start putting together the furniture without looking at the instructions. How many times has your marketing committee, CEO, President or Marketing Director tried to solve a sales or awareness problem by using a tactic. “We need a television spot!” “If we did direct mail, we wouldn’t have this problem.” “Our competition did an app…”
As much as it hurts – you have to start with the instruction manual.
Have a plan. Follow the plan, and you'll be surprised how successful you can be. Most people don't have a plan. That's why it's easy to beat most folks. - Paul "Bear" Bryant, football coach, University of Alabama's Crimson Tide.
What’s new for 2011? The cool kids are measuring everything. Tools for measurement: Geckoboard BETA (analytics dashboard), google analytics, ChartBeat (super Google analytics), Viralheat, SproutSocial The cooler kids are voraciously reading everything being published about their industry Tools for staying current:Mashable, MobileMarketer, AdWeek, BrandWeek, BrandFreak, Creativity Online, ReadWriteWeb, Gigaom, and of course traditional news- (daily headlines emailed), NPR, AP Mobile The coolest kids are learning from the mistakes of their competitors Don’t chase the shiny objects: Social Marketing and Apps (unless they have a home in your strategy)
Building the instruction manual. Step 1:Know who you are. And where you fit in the marketplace. Mission (See handout.) If you have a mission statement, revisit it at the beginning of your marketing planning exercise. Make sure it is still relevant!
Building the instruction manual. Create Metrics that are SMART Specific Measureable Actionable Timely Step 1:Know who you are. How you measure success Core Values Measuring Success in four key areas: Customers (satisfaction) Internal performance (quality & cost) Suppliers (meeting your expectations) Financial (Profitability & Market Share) Your Core Values should reflect who you are today – not what you’re trying to be.
Building the instruction manual. Step 2: Soul Searching Knowing why you exist. Fear the unknown – Don’t plan on gut feelings, plan on facts. Marketing Research (see handout)
It doesn’t have to cost a fortune.
You have options – online surveys, focus groups, one-on-one interviews. Just don’t do it yourself!
Building the instruction manual. Step 3: The Recon Mission
EXERCISE: Personas, Pains and Solutions This exercise will help more clearly define each client persona. Make a list of client types by client title and role. Choose one and list their goals and pain point(s). In the chart below that list their specific pain points, effect of pains on goals, YOUR solutions and any case studies available that support this example. Repeat for each client type.
Does it represent who you want your company to be?
Is there a tagline? What is it?
TONE & MESSAGE:
Do you feel that the logo represents who you are to your existing customers and your prospects?
Does it speak effectively to the services you offer?
MARKETING INVENTORY This is an exercise meant to capture a snapshot of your company’s marketing history. Please fill in the grid with information as far back as is applicable. Be brief, but give information on what was done and whether or not you noticed a result – positive or negative. if possible, bring copies of any printed material, scripts, brochures, etc. to your strategy session. TRADITIONAL MARKETING
ONLINE MARKETING + SOCIAL MEDIA What do you have planned for the future that we need to know about?
General overview: (A few sentences on who your company is and what you do – in your words.)
Market area(s): (Where are your customers now? Where do you want them to be?)
Revenue streams: (How you make money… what do you charge for?)
HISTORICAL TIMELINE – any major events we need to know about? Tell us when you opened, if you’ve moved, your largest sales day ever, etc. Year:
Building the instruction manual. Step 4: Goal Setting Be specific. # new clients Sales growth? Entry into new market segment? Revenue growth? Questions to ask yourself. Is there a deadline? Is it measurable? How? When? Who is holding you accountable?
Building the instruction manual. Step 5: Identify your message Write it down – do a messaging exercise Plan your content Campaigns, promotions, advertising, social marketing
Building the instruction manual. Step 6: Circle of Trust Knowing who your friends are. Who are your COIs? Write them down. Family Friends Professional relationships Mentors Business associates Strategic alliances Partnerships/Sponsorships
Building the instruction manual. Step 7: The big ideas What is the anchor of your marketing plan? This is the opportunity to try something new, but be sure you can justify it with metrics.
Building the instruction manual. Step 8: Put it all together Plan outline Situation Analysis Goals Strategies Tactics Exhibits