In this presentation, Sheryl Barlow, Owner of Barlow Business Services, shares her step-by-step method to create an annual market plan that becomes an actual working document. This plan won’t be tucked away in a file, but rather it becomes a real tool used by you and your entire company. Keep your marketing efforts from getting derailed by others in your company and keep yourself on task and within budget with a marketing plan that sticks. You’ll come away with: 1. The 3 crucial elements you must have to ensure marketing success. 2. The secrets to creating Message Magic. The secret ingredients that allow you to effectively create ‘messaging’ that resonates with your target market. A handy tool: The Barlow Business Marketing Roadmap. This tool works as both a timeline and a budget, designed to always keep your marketing on time and on budget.

1. Creating a
Marketing
Plan that
Sticks
Sheryl R. Barlow
Owner: Barlow Business
Services

4. Marketing Malady #1
Boss
Whiplash

5. Marketing Malady #2
Overly
Enthusiastic
Salesperson

6. Marketing Malady #3
Marketing
Run
Amok

7. Marketing Mishaps
1. Badvertising (bad advertising)
2. Messy message (bad messaging)
3. Budget blow ups (oops -budget gone by August. How
do I explain this to Boss Whiplash - after all it’s his fault)

8. Marketing Maladies
I love
marketing
but now I
hate my
job

9. Marketing Maladies
The Marketing
Plan Manifesto

10. Marketing Plans that Stick!
Marketing Plan
2 Pages Will Do!

11. The 2-Page Marketing Plan
1. Dispersed & people will
read it.
2. You can refer back to it
3. Doc used to build
everything else

12. 3-Steps to A Sticky Marketing Plan
Step #1 - Interview
Stakeholders
● Boss, Managers
● Salespeople, Customer Service
● Customers, Family & Friends

13. 3-Steps to A Sticky Marketing Plan
Step #2 - Build the Plan
Keep it Simple (2 pages)

14. 3-Steps to A Sticky Marketing Plan
Step #3 - Present the Plan
● Over & Over & Over & Over
● In Big Ways and Small
● Get Sign Off!

15. The 2-Page Marketing Plan

18. Don’t get hung up on size
Overall Business Marketing Plan
Service #1 Service #2 Service #3

19. Intermission

23. Don’t get hung up on size
Overall Business Marketing Plan
Service #1 Service #2 Service #3

24. Step #1: Goals
Specific
1. Increase usage of our online
diaper purchasing portal
from 10% to 80%.
2. Shift 50% of our diaper
sales to online.
3. Use social media and digital
marketing to drive people to
sign up for online diaper
club.

25. Step #2: Targeted Persona
Story
1. Create a story about your
target person
2. 3 paragraph narrative
3. Give your persona a name
a. (yes you can have more than
one targeted persona)

26. Step #3: Recommendations
Broad
1. Develop messaging that speaks to Daniel
a. Dad tagline
b. Short general copy
c. Long form copy
2. Develop a strong content development plan
a. Blog strategy, newsletter sign up
b. Create a social media plan
c. Visual content: Short videos, info graphics, demos
3. Create digital marketing plan to target Daniel
a. Create a diaper contest and push through digital mediums
b. Run FB Ads, Instagram, online ads
c. Support sign ups with ads in traditional media

27. Messaging
HUGGIES: HAVE DADS PUT HUGGIES TO THE TEST
Unfortunately, Huggies missed the memo. In the campaign
“Have Dads Put Huggies to the Test,” Dads were shown as
being inattentive to babies with full diapers… but not to worry!
Because Huggies diapers can handle anything. Even neglectful
fathers.
The backlash against the ad was so severe that a petition was
launched called, “We’re Dads, Huggies. Not Dummies” to
remove the ads. Huggies eventually removed the ads.
9 out of 10 Dads change diapers several
times per week
Source: the National Center for Health Statistics, part of the Centers for Disease Control
Prevention.

28. Messaging
In the 1990s, women
made up only about
15 percent of beer
drinkers; they now
represent 37 percent
of consumption in the
US.

29. Barlow Business Marketing Roadmap
Link to Marketing Roadmap