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Table of content
4 axis marketing plan: ................................................................................................................................... 2
Objectives to reach before March 30th 2013: .............................................................................................. 3
Action plan: ................................................................................................................................................... 4
Marketing strategy ........................................................................................................................................ 5
Task, Responsibilities and deadline .............................................................................................................. 7
Budget ........................................................................................................................................................... 7
ANNEXE‐1 ...................................................................................................................................................... 9
Introduction dialogue ‘’Cold Call’’ ............................................................................................................. 9
Annexe 2‐ Lime Marketing Proposal ........................................................................................................... 10
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4 axis marketing plan:
Short term
Middle term
Long Term
5
5
5
10
5
1
5
7
7
0
5
10
Action plan
Web site STIQ/Conference Prospecting SEO
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Objectives to reach before March 30th
2013:
Quantitative
Qualitative
‐ Simplify the management of …..
‐ Secure the data and production on manufacturing companies
‐ Raise productivity of manufacturing companies
Identify a
prospect list
worth
$1 000 000
• Including 40
prospect of
$25,000/each.
Sign in 10 new
customers
• Keep a sales ratio
of 25% from my
list. Mandatory to
keep the list at
$1,000,000
Increase figures
by $160 000
• 25% of these sales
will be recursive
($40K/month)
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Action plan:
1. Targeted market (Quebec region)
1.1. Manufacturing companies under 100 employees
This market represents more than 540 companies in the greater Quebec and Beauce
region. For them, a network failure represents a direct revenue loss. It is easier to work
with these companies as they often pay more attention to their IT structure.
We also have an acquired expertise with the ABC Company inc. that can easily be
transferred to similar companies and be used as a reference. The potential is great and
the shortage of skilled labour in our field of work will encourage the companies to look
for suppliers instead of finding an in‐house solution.
This market is open for:
1‐Hight productivity.
2‐Secure data and production.
3‐Simplify the IT management process.
Our actions will be oriented on these 3 principles applied from the aspect of
prospecting to customer service.
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Marketing strategy
To reach our goals, we must take marketing actions. This will increase our market
penetration. Active telephone prospecting is our only short term option to reach our goals.
Customer SEO like ABC inc. is also an efficient tool.
We should consider to position ourselves on the Web in 2013. Companies react and look for
experts when faced with difficulties. They look on the Web for IT experts. Our Web site is
efficient but we must create activity on it to ultimately attract new prospects.
Prospecting (Call)
This method is not the most efficient in terms of results because you must make a lot of
calls to generate results but necessary in the short run to build your prospect list.
Lime Marketing is a company specialized in telemarketing and guarantees short term
results. Your investment is quickly capitalized by results generating revenue. You must
guide them to have a high success rate. A precise mandate in a targeted market, the
message conveyed and tight follow ups on scheduled meeting.
SEO / Existing clientele
Keep applying your existing strategy, approach our existing clientele and inform them of
our SEO policy. Use the ABC inc. contact list as this method is proven to give good
results. Lean on the long lasting trusted relationship of Pier‐Paul and Jean‐Frédéric.
STIQ / Conference
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STIQ is an association of Quebec based manufacturers fostering the development of
business relations by linking together prime manufacturers and suppliers. This
association is in our natural market and we have already had contact with them.
Our next step is to participate to their activities and be part of the invited exhibiting to
increase our visibility to their members. This creates potential for the years to come.
Blog & Web Site
To ensure steady growth, the first goal is to increase the visibility of ABC Inc. The first contact
from the customer is through our Web Site.
Blogging is one of the most efficient & less expensive methods to increase Web visibility. The
perception is that a blogger is often an expert in his field of discussion. This strategy is
complementary to the STIQ and would position the company as an important player.
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Task, responsibilities and deadline
Project Responsible Support Deadline
Cold Call Patrick Lime Marketing November
SEO Customer Customer In process
STIQ Patrick Customer In process
Web Site Customer Patrick March
Budget
Project Time $$ Recurrent/Monthly
Cold Call 40 hours per week
in November + 16
hours per week in
December &
January
Campaign cost +
salaries
Salaries
SEO Daily task Salary + SEO
fees
Salaries
STIQ Intermittent and
punctual
Membership
fees +
Conference
registration fees
None
Blog/Web site Update time and To be 8 hours per month for
