Marketing Planning for 2011

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!

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.

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!

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.

COMPANY IDENTITY
LOGO:
When was the logo created?
What do you like and dislike about it?
Is it practical to use?
Is the logo meaningful? Are the colors meaningful?
Does it set you apart from your competitors?
Does it set you above your competitors? Why?
Does it represent who you want your company to be?
TAGLINE:
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?

PRODUCTS/SERVICES

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:

Year:

Year:

Year:

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?

Step 5: Identify your message
Write it down – do a messaging exercise
Plan your content
Campaigns, promotions, advertising, social marketing

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

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.

Step 8: Put it all together
Plan outline
Situation Analysis
Goals
Strategies
Tactics
Exhibits

EXAMPLE PLAN

Good plans shape good decisions.
- Lester Robert Bittel (b.1918), writer

Thank you!

Marketing Planning for 2011

by Werkshop Marketing on Nov 17, 2010

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