Marketing - Your View From The Clouds
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This was a presentation I gave at the AAF Birmingham Ad Expo on October 12, 2011
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Marketing - Your View From The Clouds
- 1. Marketing Your View From The Clouds
- 6. Your Plan
- 9. http://www.mplans.com/sample_marketing_plans.php http://inventors.about.com/od/licensingmarketing/a/in_marketing.htm http://www.knowthis.com/principles-of-marketing-tutorials/how-to-write-a-marketing-plan/ http://www.businessplans.org/market.html http://smallbiztrends.com/2008/06/one-page-marketing-plan.html http://www.websitemarketingplan.com/ http://www.olc.org/marketing/2plans.htm http://www.quickmba.com/marketing/plan/ http://www.howstuffworks.com/marketing-plan.htm http://www.sba.gov/content/developing-marketing-plan http://www.businessconsultingabc.com/ Developing_and_Writing_A_Winning_Marketing_Plan.html http://www.inc.com/guides/writing-marketing-plan.html http://www.ducttapemarketing.com/free-marketing-plans http://marketingteacher.com/lesson-store/lesson-marketing-plan.html http://www.slideshare.net/leilajannati/marketing-plan- nal http://www.businessballs.com/freebusinessplansandmarketingtemplates.htm www.azot.gov/documents/Marketing_Tool_Kit.pdf www.unzco.com/basicguide/c2.html http://actionplan.com/home http://www.allen.com/cgi-bin/gt/tpl.h,content=125 http://www.marketing-made-simple.com/articles/marketing-plan.htm#axzz1ZT3Q5fvA http://www.microsoft.com/business/en-us/resources/marketing/market-research/5-easy-steps-to- create-a-marketing-plan.aspx?fbid=37QMiu2zt5Q http://www.davedolak.com/mplan.htm http://www.societyandculture.com/Marketing_Plan
- 10. Hire Someone Internally
- 12. Don’t Do It At All
- 13. PLAN
- 15. Plan Overview
- 16. ?
- 17. 5
- 18. 30,000 ft. view
- 26. Get Involved
- 27. Research Your Market
- 29. Look At Yourself
- 30. Communications Audit
- 31. 20,000 ft. view
- 34. Financial Reports Products & Services Organization Chart Identify Important Issues Info From 30,000 ft. View
- 35. 6
- 36. Market Situation
- 41. SWOT
- 42. Good + Bad
- 48. +25%
- 49. Your Goal
- 50. Some Goals
- 51. Budget
- 56. Market Situation Threats & Opportunities Market Objectives Your Goal Budget Executive Summary
- 57. Market Situation Threats & Opportunities Market Objectives Your Goal Budget Executive Summary
- 58. Market Situation Threats & Opportunities Market Objectives Your Goal Budget Executive Summary
- 59. Market Situation Threats & Opportunities Market Objectives Your Goal Budget Executive Summary
- 60. Market Situation Threats & Opportunities Market Objectives Your Goal Budget Executive Summary
- 61. Market Situation Threats & Opportunities Market Objectives Your Goal Budget Executive Summary
- 62. How Long Should Your Plan Be?
- 63. 10,000 ft. view
- 65. Brand?
- 68. Brand Is More
- 71. "What does branding mean and how do I do it?" Mark Ervin, Chief Brand Officer Big Communications
- 73. Runway
- 76. Modest Goals
- 77. Disoriented
- 78. Wins
- 82. Things Change
- 83. 30,000 ft. 20,000 ft. 10,000 ft. Runway Take Off
- 84. 30,000 ft. 20,000 ft. 10,000 ft. Runway Take Off
- 85. 30,000 ft. 20,000 ft. 10,000 ft. Runway Take Off
- 86. 30,000 ft. 20,000 ft. 10,000 ft. Runway Take Off
- 87. 30,000 ft. 20,000 ft. 10,000 ft. Runway Take Off
- 88. 30,000 ft. 20,000 ft. 10,000 ft. Runway Take Off
- 90. The Help
- 91. Large Agency
- 92. Boutique Firm
- 93. PR Firm
- 94. Marketing Firm
- 95. Freelancer
- 96. Do It Yourself
- 97. Bring In The Specialists
- 98. One Voice
- 100. 30,000 ft.
- 101. Do you or your employees have the time and skills to successfully run a marketing program in your company?
- 102. Develop A Plan
- 103. Work That Plan
- 105. Marketing
Editor's Notes
- \n
- Who I am\n\nI have been in marketing and advertising for over 25 years. My father is a retired ad agency creative director and my younger brother is also an art director at a large regional agency. The ad business is in my blood.\n\nI've had the pleasure of working with many different companies in many different fields from healthcare to finance to technology to manufacturing and all places in between.\n
- When it comes to marketing I have seen too many companies with their head in the clouds\n•Usually they can't decide on what kind of help they need or even admit to themselves they need help.\n•Some decide to keep it in house but don't commit the time or manpower to the efforts.\n•Some hire an agency but without some knowledge of the process they don't get involved like they should.\n
- Marketing is not brain surgery but having a plan and acting on that plan could be the difference between success and failure.\n
- You have a plan, right?\n\nIf you are here then I am guessing you need some guidance or maybe just reaffirming what you already doing.\n\nLet's look your current marketing options.\n
- Especially if you are a one man or partnership.\n\nThere are many options to guide you as you do it yourself.\n\nThere are many ways to guide you on the internet\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- I spent just a few minutes collecting these sites.\n
- This would be your marketing director or VP\n•Think about what qualifications they would need in your office?\n•Can your budget handle the salary of the marketing director?\n\nSome companies make a sales director or admin assistant do the work of a marketing director\n•I strongly discourage this. They have a job.\n\n
- •What kind of agency?\n•What size is best for you?\n•Local or national?\n\n•We'll go over these in a little more detail towards the end of the presentation.\n\n
- •Things may be going well right now, you made it this far after all. \n•Are you hoping that referrals bring you business?\n•Word of mouth can dry up over time\n\n•My mantra is "Out of sight out of mind"\n\n
- Whichever way you choose, it all starts with a plan.\n
- Companies that start with a marketing plan usually have a competitive advantage.\n
- Let's look at a plan overview.\n\nYou may feel like you can go it alone and i applaud your efforts. I already showed you some sites that can help you. \n\n
- Can't decide on going it alone or getting help? Let's do a self assessment.\n\nWe will go through this like you are preparing your own marketing plan and will implement that plan.\n\nIf you choose to get help in the future this will be a good overview to help you understand what they are doing\nwhy it takes longer than you expected\nwhy they keep asking you all those questions.\n
- We are going to focus on five primary areas of your marketing efforts using an altitude analogy. \n
- 30,000 ft. view\n\nThis is a top level view of your market, your competition and yourself\n\n\n
- Think about the view from an airliner when you look down at the ground. You can see farms and sometimes you can see the barn. \n
- You can see farms and sometimes you can see the barn. \n
- You see the neighboring farms.\n
- You see the neighboring farms\n
- You see the neighboring farms\n
- You see the rivers, lakes and canals.\n
- You see the town.\n\nYou get a good idea about how they all work together. This is how you view your business and your competition at the 30,000 ft. view.\n
- Get the people in your company involved.\n\nAccounting, HR, manufacturing, sales and others all have issues that might need to addressed in the marketing plan.\n\nThey are also the people that will need to buy in to make your plan successful.\n\n
- Research your market\n\nYou did this when you wrote your business plan.\nYou have a business plan, right?\n\n•You will need to gather relevant data that will help solve marketing problems your business will encounter. \n•You can do this with surveys.\n•You can get information from trade associations, government agencies or other businesses within your industry.\n\n\n\n
- Research your competition\nYou know your competition, right?\n•Obviously If you don't, stop here and find out about them.\n\n•You can find them at the library or trade associations.\n•Your current customers may be a good resource. Surely your competitors are already calling on them.\n\n•What do they do different from you? How can you use this to your advantage.\n\n
- Take a good hard look at yourself and what you are doing.\n\nIdentify your goals\n•What can realistically be achieved?\n•Are there any unrealized marketing opportunities that you have been ignoring? Now is the time to revisit them.\n•Audit what you are doing and how you are doing it. \nIt may not be part of the marketing plan but this is a good time to look behind the door and see what is there.\n\n
- Do a communications audit\n\nGather all the current marketing pieces and look at them as one campaign.\n•Do they work together?\n•Are they outdated?\n•Do you use them?\n•Do they even work?\n\nWe will need this information once we get to the 10,000 ft. level\n\nWe have now gathered the information and viewed if from a high level 30,000 ft. overview.\n
- 20,000 ft. view is where we are bringing things more into focus. \n
- The 20,000 ft. view is where you develop and write your marketing plan\n
- Some things you may need are\n•Latest financial reports\n•List of products and services\n•An organization chart if you are a large company\n•Identify the most important issues to sales and customer relations people.\n•And of course the rest of the information you compiled at the 30,000 ft. view.\n\n
- Some things you may need are\n•Latest financial reports\n•List of products and services\n•An organization chart if you are a large company\n•Identify the most important issues to sales and customer relations people.\n•And of course the rest of the information you compiled at the 30,000 ft. view.\n\n
- Some things you may need are\n•Latest financial reports\n•List of products and services\n•An organization chart if you are a large company\n•Identify the most important issues to sales and customer relations people.\n•And of course the rest of the information you compiled at the 30,000 ft. view.\n\n
- Some things you may need are\n•Latest financial reports\n•List of products and services\n•An organization chart if you are a large company\n•Identify the most important issues to sales and customer relations people.\n•And of course the rest of the information you compiled at the 30,000 ft. view.\n\n
- Some things you may need are\n•Latest financial reports\n•List of products and services\n•An organization chart if you are a large company\n•Identify the most important issues to sales and customer relations people.\n•And of course the rest of the information you compiled at the 30,000 ft. view.\n\n
- There are six sections of your plan that we will focus on.\n
- Market Situation\n\n•What are your products/services?\n•What is the dollar size of your market?\n•What is your sales and distribution setup?\n•Describe your audience in terms of:\n•Population\n•Demographics\n•income levels\n•etc.\n•How have your products sold in the past?\n\n•A good bit of this may already be known but probably hasn't been written down.\n\n
- Different departments may have bits of this information already \nBut what value would it have if it was gathered and written in one place.\n\n•What opportunities would show up?\n•Would it help exploit a weakness in your competition?\n•Could you see a new competitive advantage?\n\n
- Different departments may have bits of this information already \nBut what value would it have if it was gathered and written in one place.\n\n•What opportunities would show up?\n•Would it help exploit a weakness in your competition?\n•Could you see a new competitive advantage?\n\n
- Are customers requiring your company to be sustainable or have an environmental statement?\n•This is a new one that can put a company over the top.\n\n
- Threats and Opportunities - some call this the SWOT analysis \n\n(Strengths, Weaknesses, Opportunities, and Threats)\n
- Threats and Opportunities - some call this the SWOT analysis \n\n(Strengths, Weaknesses, Opportunities, and Threats)\n
- Look at the bad and the good in your business and the market.\n•What trends are against you?\n•What about competitive trends?\n•Are your products poised to succeed in the market today?\n•Are the demographics in your plan for or against you?\n
- Threat\n\nOur main competitor has just hired one of our executives and has the contacts and increased resources to be able to take our customers. \n
- Opportunity\n\nOne of our long-time clients is expanding and has asked us to be the main supplier for this expansion.\n
- You can find all sorts of SWOT matrix and charts online to help you.\n\nSuggestion: \nStand up and use a white board. Write it out or use mind mapping to help stimulate ideas.\n\n
- Market Objectives\nWhere do you want your company to be in the future?\n\n•Be specific - it should have a narrative about what you want to do and numbers to give you something to aim for.\n\n
- For Example\n\nIf your objective is to be the most beloved distributor of pet rocks in the state, it might be admirable but it hardly gives you any direction or goals. \nGood luck verifying that.\n
- But say that your objective is to increase your sales 25% in the Birmingham market in two years. \n\nThat is an obtainable goal that is easy to understand and you can verify it.\n
- Your Goal\n\nYou need to set a quantifiable goal you can attain.\n•Review past sales numbers.\n•Make a low but reasonable projection for what you can accomplish with marketing support.\n•The amount of marketing objectives should not be so big that it brings on additional stress to you and your staff.\n
- Some marketing goals might be:\n•Introduce new products\n•Extend or regain market for an existing product\n•Enter new territories\n•Refine a current product\n
- Budget\n\nLet's face it, implementing a marketing plan is going to cost you money.\n
- Jerry della Femina\n\nAd Executive and Restauraneur\n“From the people who brought you pearl harbor” (MadMen source)\n\nHow much is your budget story\n\n\n
- You need a budget. \n\nI have had clients tell me:\nWe don't want to tell you our budget because you will spend it.\n\n\n
- Executive Summary\n\nEveryone loves an executive summary. This is not just a way to wrap up your plan but it will give you the information you need to communicate what you are doing to the rest of your employees and stakeholders.\n
- Let's review the business plan before we move on\n
- Market Situation\n\nYour best and clearest description of the state of the marketplace. No hunches please.\n\n
- Threats and Opportunities\n\nLook at the good and the bad in your business and your market.\n\n
- Market Objectives\n\nWhere do you want your company to be in the future.\n\n
- Your goal\n\nQuantifiable and attainable.\n\n
- Budget\n\nRealistic\n\n
- Executive Summary\n\nHow you communicate your plan.\n\n
- How Long Should Your Plan Be?\n\nAs Long As It Needs To Be But No Longer. -- David Allen\n\n\n
- We looked at marketing environment at the 30,000 ft. view and \nthen we focused more at the 20,000 ft view to make our plan.\n\nNow we need to drop down to the 10,000 ft. view.\n
- This is where you build your brand and creative based on the marketing plan you developed.\n
- What is Brand?\n\nThe American Marketing Association defines a brand as a \n"name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name."\n\nBut it’s bigger than that.\n
- There's brand awareness - the customers ability to recall and recognize the brand under different conditions.\n\nTheres brand promise - it's what your brand must be and and do for the consumers.\n\nThink about some of the biggest and most recognizable brands in the world.\n
- There's brand awareness - the customers ability to recall and recognize the brand under different conditions.\n\nTheres brand promise - it's what your brand must be and and do for the consumers.\n\nThink about some of the biggest and most recognizable brands in the world.\n
- There's brand awareness - the customers ability to recall and recognize the brand under different conditions.\n\nTheres brand promise - it's what your brand must be and and do for the consumers.\n\nThink about some of the biggest and most recognizable brands in the world.\n
- There's brand awareness - the customers ability to recall and recognize the brand under different conditions.\n\nTheres brand promise - it's what your brand must be and and do for the consumers.\n\nThink about some of the biggest and most recognizable brands in the world.\n
- There's brand awareness - the customers ability to recall and recognize the brand under different conditions.\n\nTheres brand promise - it's what your brand must be and and do for the consumers.\n\nThink about some of the biggest and most recognizable brands in the world.\n
- There's brand awareness - the customers ability to recall and recognize the brand under different conditions.\n\nTheres brand promise - it's what your brand must be and and do for the consumers.\n\nThink about some of the biggest and most recognizable brands in the world.\n
- Your brand is not only your logo it's a combination of\n•Your brochures and ads\n•Your message\n•Your promise to your customers\n•How your treat your customers\n•How you are seen in social media\n•How you are perceived in the media\n•It is all those things and more.\n\n
- Sometimes your brand goes wrong. Your promise is not the same as your image.\n\nI bet you can tell me who this is.\n\nThey are now rebranding their stations as Sunoco.\n
- If you want to know more about branding be sure to attend this session later today.\n\n
- There are many projects that will be produced at this stage to support your plan. They could include:\n•Logo (re)design\n•advertising\n•Promotional materials\n•Website redesign and SEO\n•Email marketing\n•Tradeshow support\n•Sustainability program support materials\n\n Let’s Put this plan into action!\n
- This is Wheels On The Ground\n\nYou work your plan\n\n
- Think about how fast you are going when you are in a plane. At the 30,000 ft. it barely feels like you are moving. \nEven when you descend it might pick up a little but it's not so bad. \nThink about that moment when the wheels touch down the plane seems to be going twice as fast as it was before. \nYour heart rate goes up and you start feeling stressed and your chest gets a little tight? \nThis can also happen when you put your plan into action.\n
- Set modest goals and work those goals\n\n
- Expect that your staff may be disoriented.\n\nSame for your clients.\n\n
- Make sure you planned for some early wins\n\nIf you do too much at one time you stand a good chance of failing\n
- Develop a marketing calendar to roll out projects throughout the year\nThis was probably done during the 20,000 ft. or 10,000 ft. level.\n\nYour first goal may be crafting your message.\nThen the website might come next.\nUpdating the brochure can wait until the third month.\nThere is a trade show in 9 months so you need to start working on that project and have different due dates for ads, displays, brochures.\n\nIt doesn't end here, you're not on cruise control\n
- Every so often you need to go back to the 30,000 ft view and see if your plan needs to be adjusted.\n\nThis could be 6 months, every year, etc.\n
- Every so often you need to go back to the 30,000 ft view and see if your plan needs to be adjusted.\n\nThis could be 6 months, every year, etc.\n
- Your plan was developed using information that you had at that time. Things change\n•The economy changes\n•Technology changes\n•Your competition changes\n•Your budget changes\n\n
- Those are your views\n
- 30,000\nLook at your market, you and and your competition\n
- 20,000\nDevelop Your Plan\n
- 10,000\nDevelop Your Brand and Message\n
- Runway\nWork Your Plan\n
- Take Off\nPeriodically review your plan\n
- So what’s the next step.\n\nYou have some tools to make an informed decision.\n\nYou may have listened to this and are now telling yourself:\n•I don't have time to do it\n•I don't have the employees - they already have important jobs\n\n\n\n
- Maybe it's time to bring in help.\n\nLet's revisit those agencies I mentioned at the beginning. \n\n\n
- Large Agency\n\n•they have many resources in house\n•They probably have expertise in your field\n•If you are not a large company you might not be a good fit or at worst, get the b-team\n\n\n\n
- Boutique Firm\n\n•They can be specialists in your field.\n•They are smaller and can give more attention to smaller companies\n•They may not be able to handle the load\n•They may not know anything about your business\n\n
- PR Firm\n\n•They will get your business in the news.\n•The will promote your business\n•They are not an ad agency.\n\n
- Marketing Firm\n\n•Generates strategy that underlies sales\n•Identifies customers, and keeps them. \n•Great at the planning\n•Not always great at the creative\n\n
- Freelancer\n\n•Attentive and the right price.\n•You get what you pay for. Freelancer does not mean cheap.\n\n
- Do It Yourself\n\nPerfectly acceptable but you will need some help. \n\nWho is going to stay on top your efforts?\n•Not sales but advertising, branding\n•Need someone solely focused on this effort\n•Someone with experience\n\n
- Bring In the Specialists\n\nOnce that person is identified then bring in the specialists\n•Web design\n•Graphic design\n•Writer\n•PR\n•Social Media\n•Crisis Management \n•SEO\n•Trade show\n•Niche specialists\n•(add in other speakers to this part)\n\n
- These need to be coordinated and speak the same language\n
- I just threw a lot of information at you and I hope you aren't any more confuse than when you first came in here. \n\nIf you have your head in the cloud with your marketing efforts then this is what I want you to walk away with.\n\n
- Do a 30,000 ft high level overview of yourself, your company, your current employees and your competition.\n\n•This will be the most important thing you can do\n•You may be amazed at the things you will find out at this level.\n\n
- And ask yourself, "Do you or your employees have the time to and skills to successfully run a marketing program in your company?"\n\nIf not, you should consider hiring a large ad agency, a boutique firm, PR company, marketing firm or freelancer.\n•All of those are good options.\n•Choose what is right for your situation.\n\n•At the least hire specialists to help you as needed.\n\n
- Develop a Plan and Work That Plan\n\n
- Don't obsess over how the plan looks or how long it is.\n\nHave the temerity to assess the plan and make changes if it is not working.\n\n\n
- It's not brain surgery.\n\nIt's marketing\n\n
- It's not brain surgery.\n\nIt's marketing\n\n
- Thank you.\n\n