Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing Planning for Entrepreneurs

1,314 views

Published on

Presentation on marketing planning delivered to The Entrepreneurs Network in London, September 2010

Published in: Business
  • Be the first to comment

  • Be the first to like this

Marketing Planning for Entrepreneurs

  1. 1. Marketing Planning for TEN<br />Delivered by Andy Bargery<br />September 2010<br />Klaxon Marketing<br />
  2. 2. Questions<br />Who is Andy?<br />What is marketing? <br />Why plan?<br />Is there a planning framework?<br />Should you think about Sales?<br />Are there other factors to consider? <br />What should you do to get started?<br />
  3. 3. Questions<br />Who is Andy?<br />What is marketing? <br />Why plan?<br />Is there a planning framework?<br />Should you think about Sales?<br />Are there other factors to consider? <br />What should you do to get started?<br />
  4. 4. Who is Andy?<br />Director, Klaxon Marketing<br />Strategy, communication, lead generation, outsourced<br />Brands include: Oracle, lastminute.com<br />Small business<br />Associate Member of the CIM<br />
  5. 5. Questions<br />Who is Andy?<br />What is marketing? <br />Why plan?<br />Is there a planning framework?<br />Should you think about Sales?<br />Are there other factors to consider? <br />What should you do to get started?<br />
  6. 6. What’s Marketing?<br /> “Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.”<br />Chartered Institute of Marketing<br /> “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”<br />Kotler<br /> “The fundamental premise of 'marketing' is to understand customer behaviour, segment them by 'needs' and then define value propositions that would appeal to the most promising segments.” <br />Girish Balachandran, Associate Director Ketchum Pleon<br />
  7. 7. What’s Marketing?<br /> In practice...<br /> “Marketing is the management of acquiring targeted sales leads.”<br />
  8. 8. Questions<br />Who is Andy?<br />What is marketing? <br />Why plan?<br />Is there a planning framework?<br />Should you think about Sales?<br />Are there other factors to consider? <br />What should you do to get started?<br />
  9. 9. Benefits of Planning<br />Manage performance of your marketing<br />Drive return on investment (ROI)<br />Control your budgets<br />Identify which tactics work<br />Reduce your costs (and increase profits)<br />Maintain sanity!<br />
  10. 10. Questions<br />Who is Andy?<br />What is marketing? <br />Why plan?<br />Is there a planning framework?<br />Should you think about Sales?<br />Are there other factors to consider? <br />What should you do to get started?<br />
  11. 11. SOSTAC ®<br />PR Smith 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. Questions<br />Who is Andy?<br />What is marketing? <br />Why plan?<br />Is there a planning framework?<br />Should you think about Sales?<br />Are there other factors to consider? <br />What should you do to get started?<br />
  18. 18. The Sales Funnel<br />
  19. 19. Driving Sales Pipeline<br />Marketing Tactics<br />Advertising<br />Media relations<br />Website / SEO / Social media<br />Events & Webinars<br />Direct Mail<br />Email marketing<br />Case studies<br />Telemarketing<br />Product demos<br />Sales call<br />Sales collateral<br />Hospitality<br />
  20. 20. Questions<br />Who is Andy?<br />What is marketing? <br />Why plan?<br />Is there a planning framework?<br />Should you think about Sales?<br />Are there other factors to consider? <br />What should you do to get started?<br />
  21. 21. Don’t forget your customers<br />Have you...<br /><ul><li>Defined the need or want your product will satisfy?
  22. 22. Distinguished target customer groups?
  23. 23. Identified decision makers & influencers?
  24. 24. Researched where your customers look for information?
  25. 25. Considered the barriers to trial?
  26. 26. Planned for their pain points? </li></li></ul><li>Questions<br />Who is Andy?<br />What is marketing? <br />Why plan?<br />Is there a planning framework?<br />Should you think about Sales?<br />Are there other factors to consider? <br />What should you do to get started?<br />
  27. 27. Next Steps<br />
  28. 28. Contact me<br />Andy Bargery<br />Director<br />Klaxon Marketing<br />Tel: +44 (0)20 7193 6627<br />Email: andybargery@klaxonmarketing.co.uk<br />Twitter: @abarge<br />Blog: www.klaxonmarketing.co.uk<br />

×