Marketing Planning for Able Power(and other SMEs or Startups)<br />SME 2.0<br />3rd August 2011<br />
Agenda<br /><ul><li> Introduction
Situation Analysis
Strategic Choice
The Task
Wrap-Up & Conclusions</li></li></ul><li>Who are Andy & Phil?<br />Andy Bargery<br />Managing Director <br />Klaxon Marketi...
Introduction<br /><ul><li> Session aims
 What is the ‘Headless Chicken Trap?’
 How can marketing planning help?
What does a simple marketing plan look like?</li></li></ul><li>SOSTAC ®<br />PR Smith’s framework for straight forward pla...
Where do we want to get to?
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Marketing Planning for Able Power & Other SMEs and Startups


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Marketing and communications planning workshop created for TAGTribe's SME 2.0 event in London on August 3rd 2011. Workshop cetnred around Able Power - an energy Brokerage Firm in London and was jointly run by Klaxon Marketing and Citigate Dewe Rogerson.

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  • Symptoms of HCT:Have you ever placed an advert in a magazine after a sales cold call? Have you been asked to pay a colour separation charge after sending out a press release? Do you have a Facebook page and a twitter handle but not friends or followers? Do you know how much you spend on marketing, but not how much money it generates? Benefits of Marketing planning? Manage performance of your marketingDrive return on investment (ROI)Control your budgetsIdentify which tactics workReduce your costs (and increase profits)Maintain sanity!
  • Situation AnalysisSWOT analysisCompetitionMarket positioningObjectivesDefine what you want to achieve e.g. Sales growth, market share, increased profitability3. StrategyWhat are the factors involved in achieving each objective e.g. Sales example, develop value propositions and build sales pipeline4. TacticsThe specific campaign elements. For example telemarketing for building sales pipeline5. Action Schedule your campaign into ensure it integrates with over campaigns and is well managed6. Control Keeping track of who does what, when and at what cost – the measurement side of things.
  • We should verify that in an ideal world that you would usually do these activities in concert, not separately. So at the risk of creating one of those folding paper drawings where someone draws the head, passes it on to someone to draw the body etc., let’s try and create a marketing plan in segment
  • Marketing Planning for Able Power & Other SMEs and Startups

    1. 1. Marketing Planning for Able Power(and other SMEs or Startups)<br />SME 2.0<br />3rd August 2011<br />
    2. 2. Agenda<br /><ul><li> Introduction
    3. 3. Situation Analysis
    4. 4. Objectives
    5. 5. Strategic Choice
    6. 6. The Task
    7. 7. Wrap-Up & Conclusions</li></li></ul><li>Who are Andy & Phil?<br />Andy Bargery<br />Managing Director <br />Klaxon Marketing<br />Twitter: @andybargery<br />Specialist skills: Marketing strategy, communication, lead generation<br />Associate Member of the CIM<br />Phil Szomszor<br />Director & Head of Digital<br />CitigateDewe Rogerson<br />Twitter: @theredrocket<br />Specialist skills: digital strategy, media relations, <br />start-up communications<br />
    8. 8. Introduction<br /><ul><li> Session aims
    9. 9. What is the ‘Headless Chicken Trap?’
    10. 10. How can marketing planning help?
    11. 11. What does a simple marketing plan look like?</li></li></ul><li>SOSTAC ®<br />PR Smith’s framework for straight forward planning<br />Situation<br />Objectives<br />Strategy<br />Tactics<br />Action <br />Control<br /><ul><li>Where are we now?
    12. 12. Where do we want to get to?
    13. 13. How are we going to get there?
    14. 14. What’s actually going to happen?
    15. 15. When is it going to happen?
    16. 16. How will I know it’s been achieved?</li></li></ul><li>SOSTAC ® in Practice<br />1. Summary objectives and core strategy<br />4. Assign a timeline to each tactic<br />2. Define your tactics and steps required to execute<br />3. Allocate a budget, measure of success, target leads and an owner<br />5. Assess likely performance and align to marketing objectives<br />
    17. 17. Situation Analysis<br /><ul><li> What do we know so far about Able Power?
    18. 18. Offer companies the opportunity to save money on their energy bills
    19. 19. A young company that has a proven business model and now wants to grow
    20. 20. Model is like an IFA i.e. make money on commission on the brokerage deal
    21. 21. Growth to date through referrals and networks
    22. 22. Good customers are power hungry businesses: hotels, manufacturing / processing
    23. 23. There is a volume revenue opportunity from smaller energy consumers too
    24. 24. Little marketing to date, wary of being “leaflet leavers” and want to be green
    25. 25. Want to position as open, honest and providing a service with integrity
    26. 26. Aim is to provide a high quality service to all customers
    27. 27. Brochure website is on the way
    28. 28. The industry as a whole does little marketing, there is a lack of trust
    29. 29. The industry has a bad reputation
    30. 30. Starting point for any new client is an energy audit, then consult on brokered deals</li></li></ul><li>Objectives<br /><ul><li>Now that the concept has been proved to work, the objective is to ‘launch’ Able Power to the market
    31. 31. We recommend focusing on three core areas: football clubs, hotels/restaurants and body shops
    32. 32. The aim is to create a pipeline of leads through a sales and marketing campaign – one that is scalable and doesn’t rely solely on the founders’ personal networks
    33. 33. Communicate the company’s USPs in a crowded and messy market
    34. 34. This is where you come in…</li></li></ul><li>Strategic Choice<br /> Recommend a three pronged strategy for Able Power<br />Establish a market position<br /><ul><li>Branding
    35. 35. Communications</li></ul>Focus on targeted lead generation<br /><ul><li>Content strategy
    36. 36. DM / TM / eDM
    37. 37. Other</li></ul>Develop an effective referral programme<br /><ul><li>Channels
    38. 38. Incentives</li></li></ul><li>The Task<br />2<br />1<br />3<br />Lead generation challenge:<br />Establish a set of tactics for generating leads and winning business<br />Consider the content assets required<br />Think about budget and timing<br />Factor in likely success criteria<br />Brand challenge:<br />Develop the brand proposition…<br />A strapline<br />An elevator pitch, explaining what problem the company solves (30 words)<br />Key messages<br />Visual cues – e.g. colours, logo, visuals<br />Comms challenge:<br />Develop the comms tactics…<br />Decide on the comms tools – e.g. Twitter, PR, blog, website<br />How these tools will be rolled out across markets<br />Creative ideas for campaigns<br /><ul><li> Bullet 1
    39. 39. Sub bullet 1
    40. 40. Bullet 2
    41. 41. Sub bullet 2</li></li></ul><li>Wrap-up & Conclusions<br /><ul><li> Time to turn these ideas into a structured marketing plan
    42. 42. Remember this:</li></li></ul><li>Thanks for participating<br />