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Simple Marketing Plans Presented by Harry Goldstein of East Coast Consulting
Some Marketing Myths. <ul><li>Only the big companies can afford marketing.... </li></ul><ul><li>If the product or service ...
So what is Marketing? <ul><ul><li>Marketing is the process of getting potential clients or customers (prospects) intereste...
What then would be considered good marketing? <ul><li>Again – simply telling the “right people” what you do or are able to...
Who are these “right people” <ul><li>The “right people” are my businesses ideal client / customer or target audience.  Peo...
How do we find them? <ul><li>What does our perfect prospect looks like. </li></ul><ul><li>Be specific! </li></ul><ul><li>T...
Why should they buy anything from you? <ul><ul><li>What makes you more  unique , more  valuable , and more  visible  in th...
Winning USP Examples. <ul><li>Example #1 - Package Shipping Industry </li></ul><ul><li>Pain  - I have to get this package ...
Market Planning <ul><li>The key to success in marketing is attracting and retaining a growing base of satisfied customers....
Sales Process www.yourvirtualboard.com.au
Preparing a simple Marketing Plan <ul><li>Objectives – what do we want to achieve? </li></ul><ul><li>Defining our Target M...
Action Plan or 90 day Calender  <ul><li>The Action Plan is to assist in the scheduling, implementation, and follow through...
Budget <ul><li>Budget is best broken into quarters to take into account the funds available.  Marketing Budgets should be ...
Measurement <ul><li>“ half the money I spend on advertising is wasted; the trouble is I don’t know which half” -  John Wan...
Effective Promotion  <ul><li>There really are hundreds of ways to market your business, and different types of businesses ...
Marketing Do’s and Don’ts  <ul><li>Do: </li></ul><ul><li>Regularly review your marketing strategies to meet changing situa...
5 Common Marketing Mistakes <ul><li>Too broad a target market (who you're selling your product or service to). </li></ul><...
Final Words <ul><li>Do your research </li></ul><ul><li>Have your message right </li></ul><ul><li>Make sure your message is...
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How to develop a simple marketing plan

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Marketing plans don't need to be too complex for small business - some simple steps to put a plan together for those who may have not had any marketing experience.

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How to develop a simple marketing plan

  1. 1. Simple Marketing Plans Presented by Harry Goldstein of East Coast Consulting
  2. 2. Some Marketing Myths. <ul><li>Only the big companies can afford marketing.... </li></ul><ul><li>If the product or service is right the customers will come.... </li></ul><ul><li>We save on marketing because our product sells itself.... </li></ul><ul><li>Downturns are a good time to cut marketing budgets.... </li></ul>www.yourvirtualboard.com.au
  3. 3. So what is Marketing? <ul><ul><li>Marketing is the process of getting potential clients or customers (prospects) interested in your products and / or services. </li></ul></ul><ul><ul><li>The key word in this definition is &quot;process&quot; as marketing involves researching, promoting, selling, and distributing your products or services. </li></ul></ul><ul><ul><li>Very simply put, marketing is telling people what you do – over and over and over again. </li></ul></ul>www.yourvirtualboard.com.au
  4. 4. What then would be considered good marketing? <ul><li>Again – simply telling the “right people” what you do or are able to provide and in such a way that they want your product or service. </li></ul>www.yourvirtualboard.com.au
  5. 5. Who are these “right people” <ul><li>The “right people” are my businesses ideal client / customer or target audience. People I know have a NEED for my product or service. </li></ul><ul><li>Remember the 80/20 rule who wants / needs what your product or service does? </li></ul>www.yourvirtualboard.com.au
  6. 6. How do we find them? <ul><li>What does our perfect prospect looks like. </li></ul><ul><li>Be specific! </li></ul><ul><li>Things like gender, age, marital status, occupation, income, location, what they like to do etc. </li></ul><ul><li>Where will we find these people? </li></ul><ul><li>This is to better target our marketing efforts rather than too broad an approach. </li></ul>www.yourvirtualboard.com.au
  7. 7. Why should they buy anything from you? <ul><ul><li>What makes you more unique , more valuable , and more visible in the market? </li></ul></ul><ul><ul><li>What is your USP (unique selling proposition / point) or edge? </li></ul></ul><ul><ul><li>How does your product / service answer a basic need? </li></ul></ul><ul><ul><li>How to develop your USP (handout)? </li></ul></ul>www.yourvirtualboard.com.au
  8. 8. Winning USP Examples. <ul><li>Example #1 - Package Shipping Industry </li></ul><ul><li>Pain - I have to get this package delivered quickly! </li></ul><ul><li>USP - &quot;When it absolutely, positively has to be there overnight.&quot; (Federal Express) </li></ul><ul><li>Example #2 – Quick Service Food Industry </li></ul><ul><li>Pain - The kids are starving, but Mum and Dad are too tired to cook! </li></ul><ul><li>USP - &quot;Pizza delivered in 30 minutes or it's free.&quot; (Dominos Pizza) </li></ul><ul><li>Example #3 – Hair Care Industry </li></ul><ul><li>Pain - People with dandruff. </li></ul><ul><li>USP – &quot;Healthy, beautiful, dandruff free hair“ (Head & Shoulders) </li></ul><ul><li>Example #4 – Medical Profession </li></ul><ul><li>Pain – Long waiting times to see a doctor, dentist etc. </li></ul><ul><li>USP - &quot;We guarantee that you will never have to wait more than 15 minutes&quot; or your consultation will be free.&quot; </li></ul>www.yourvirtualboard.com.au
  9. 9. Market Planning <ul><li>The key to success in marketing is attracting and retaining a growing base of satisfied customers. </li></ul><ul><li>Creating and implementing a marketing plan will keep your marketing efforts focused and increase your marketing success. </li></ul><ul><li>A marketing plan is just a “to do” list to keep you focused and on track. </li></ul><ul><li>Know the purpose of your marketing – is it to; </li></ul><ul><ul><li>Make an immediate sale? </li></ul></ul><ul><ul><li>Do a demonstration? </li></ul></ul><ul><ul><li>Gain an appointment ? </li></ul></ul><ul><ul><li>Gather email addresses? </li></ul></ul><ul><li>What are you trying to accomplish? </li></ul><ul><li>For Marketing to be effective it needs to be approached as a 12 month a year job not a one time event </li></ul>www.yourvirtualboard.com.au
  10. 10. Sales Process www.yourvirtualboard.com.au
  11. 11. Preparing a simple Marketing Plan <ul><li>Objectives – what do we want to achieve? </li></ul><ul><li>Defining our Target Market </li></ul><ul><ul><li>Segmentation </li></ul></ul><ul><li>Analysis of current position </li></ul><ul><ul><li>Company </li></ul></ul><ul><ul><li>Competition </li></ul></ul><ul><li>Strategy for each product / service or customer segment </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><li>Action Plan or 90 day calendar – handout </li></ul><ul><li>Budget – handout </li></ul><ul><li>Measurement </li></ul>www.yourvirtualboard.com.au
  12. 12. Action Plan or 90 day Calender <ul><li>The Action Plan is to assist in the scheduling, implementation, and follow through of actions described in the plan. Without the discipline to follow the scheduling, implementation, and follow through objectives would not be achieved. It is recommended that an Action Plan be drawn up each quarter (90 days) with goals for the quarter that are specific, measurable, attainable, realistic and timely </li></ul><ul><li>Action Plan states what has to be done , when it has to be done and who is responsible for doing it </li></ul>www.yourvirtualboard.com.au Actions Jul – Sept Jul Aug Sept Who Update email data base for email campaign 1 st email marketing to home owners 15 th Implement pay per click advertising 25 th Direct mail out to prospective builders 10 th Editorial for local press 1 st Add in local press 1 st 1 st 1 st Stand at expo 10 th Network event at chamber 20 th Joint marketing promotion with aircon. company 15 th Social media?
  13. 13. Budget <ul><li>Budget is best broken into quarters to take into account the funds available. Marketing Budgets should be part of the annual budget process and updated each year in line with marketing objectives for the year ahead. </li></ul>www.yourvirtualboard.com.au Item Completed Cost Measure Leaflets for builder mail out 30 th July $ 500 Response to offer / increase in referrals Pay per click advertising (quarterly) 1 st Aug $ 800 Increase in web leads / sales Paid search engine optimisation 30 th Aug $ 1,000 First page listing on key word searches Email marketing 1 st July $ 250 Response from regular contact Stand at local expo 30 th Sept $ 2,000 No of leads collected / sales on the stand Advert in local press 15 th Oct $ 600 Number of calls as a direct result Total $ 4,925
  14. 14. Measurement <ul><li>“ half the money I spend on advertising is wasted; the trouble is I don’t know which half” - John Wanamaker, US department store merchant (1838 – 1922) </li></ul><ul><li>Without measurement we won’t know anything about the effectiveness of our marketing spend. </li></ul><ul><li>Today with the internet exact stats can be produced to measure effectiveness of different approaches / campaigns. </li></ul><ul><li>Measurement is good to know what’s working (do more of) and what’s not (stop doing) and delivers trends for us to work from. </li></ul><ul><li>Measure things like </li></ul><ul><ul><li>Number of leads </li></ul></ul><ul><ul><li>How many converted to sales </li></ul></ul><ul><ul><li>Client / customer satisfaction </li></ul></ul>www.yourvirtualboard.com.au Source Leads Sales Email campaign 15 1 Pay per click 50 4 Local advert 12 7 Stand at expo 120 4 Direct mail campaign 22 4
  15. 15. Effective Promotion <ul><li>There really are hundreds of ways to market your business, and different types of businesses would have different results with similar marketing. </li></ul><ul><li>The key is effective marketing for your business, or ways to generate more leads / sales that work for you. </li></ul><ul><li>There is no one size fits all. </li></ul><ul><li>Some low cost ways of marketing include; </li></ul><ul><ul><li>Cold calling </li></ul></ul><ul><ul><li>Speaking engagements </li></ul></ul><ul><ul><li>Social media (Facebook, Linked In) </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>E newsletters </li></ul></ul><ul><ul><li>Networking off line </li></ul></ul><ul><ul><li>Writing articles for local press </li></ul></ul><ul><ul><li>Alliances with local businesses (cross referrals) </li></ul></ul><ul><ul><li>Direct mail letters and promotional pieces </li></ul></ul><ul><ul><li>Educational seminars </li></ul></ul><ul><ul><li>Hosting events in your office </li></ul></ul><ul><ul><li>Letter box drops </li></ul></ul><ul><ul><li>Online directories </li></ul></ul><ul><ul><li>Print advertising </li></ul></ul>www.yourvirtualboard.com.au
  16. 16. Marketing Do’s and Don’ts <ul><li>Do: </li></ul><ul><li>Regularly review your marketing strategies to meet changing situations. </li></ul><ul><li>Focus on your customers' wants and needs, not on what you think you have to offer. </li></ul><ul><li>Find a niche - small businesses tend to succeed by offering something that's a bit different. </li></ul><ul><li>Don't: </li></ul><ul><li>Waste money on promotional opportunities that don't fit with your strategies. </li></ul><ul><li>Neglect building networks to help you promote your business and build your reputation. </li></ul><ul><li>Forget to assess the effectiveness of your strategies. </li></ul>www.yourvirtualboard.com.au
  17. 17. 5 Common Marketing Mistakes <ul><li>Too broad a target market (who you're selling your product or service to). </li></ul><ul><li>The wrong target market. </li></ul><ul><li>Looking for your target market in all the wrong places. </li></ul><ul><li>Not a compelling enough message. </li></ul><ul><li>Not getting in front of your target market often enough. </li></ul>www.yourvirtualboard.com.au
  18. 18. Final Words <ul><li>Do your research </li></ul><ul><li>Have your message right </li></ul><ul><li>Make sure your message is consistent and meaningful </li></ul><ul><li>Have the right tools </li></ul><ul><li>Create a sales funnel </li></ul><ul><li>Keep in touch </li></ul><ul><li>Track, measure and improve </li></ul>www.yourvirtualboard.com.au

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