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  • 1. Marketing Planning 101Building the instruction manual for the toolbox
  • 2. 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
  • 3. 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.
  • 4. 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)
  • 5. 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!
  • 6. 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.
  • 7. 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.
    • 8. 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
  • 9. 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.
     
  • 10.
  • 11. COMPANY IDENTITY
    LOGO:
    • When was the logo created?
    • 12. What do you like and dislike about it?
    • 13. Is it practical to use?
    • 14. Is the logo meaningful? Are the colors meaningful?
    • 15. Does it set you apart from your competitors?
    • 16. Does it set you above your competitors? Why?
    • 17. 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?
    • 18. 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
  • 19. ONLINE MARKETING + SOCIAL MEDIA
    What do you have planned for the future that we need to know about?
  • 20. 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:
  • 21. 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?
  • 22. Building the instruction manual.
    Step 5: Identify your message
    Write it down – do a messaging exercise
    Plan your content
    Campaigns, promotions, advertising, social marketing
  • 23. 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
  • 24. 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.
  • 25. Building the instruction manual.
    Step 8: Put it all together
    Plan outline
    Situation Analysis
    Goals
    Strategies
    Tactics
    Exhibits
  • 26. Building the instruction manual.
    EXAMPLE PLAN
  • 27.
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  • 31.
  • 32. Good plans shape good decisions.
    - Lester Robert Bittel (b.1918), writer
  • 33. Thank you!