The 7 Step Marketing Plan

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Short presentation used for our Marketing Workshops

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The 7 Step Marketing Plan

  1. 1. The 7 step Marketing Plan by Amanda Brown Alterra Business Consulting
  2. 2. Step 1: Understand your Market and Competition <ul><li>    </li></ul><ul><li>Ask yourself the following questions: </li></ul><ul><li>  </li></ul><ul><li>          Are there segments of my market which are being underserved? </li></ul><ul><li>  </li></ul><ul><li>          Are these segments big enough to make money? </li></ul><ul><li>  </li></ul><ul><li>          What share do I need to just break even? </li></ul><ul><li>  </li></ul><ul><li>          Is there too much competition? </li></ul><ul><li>  </li></ul><ul><li>          Can I capitalise on the weaknesses in my competition’s offerings? </li></ul><ul><li>  </li></ul><ul><li>          Does my market value my unique competitive offering? </li></ul>
  3. 3. Step 2 – Understand your Customer <ul><li>Among other things you need to know what motivates your customers to buy? </li></ul><ul><li>  </li></ul><ul><li>    Is it looking good, being healthy, getting rich, relieving pain, helping  people enjoy their leisure time? </li></ul><ul><li>  </li></ul><ul><li>     How does my customer normally buy similar products – in a shop, over the Internet, from a catalogue? </li></ul><ul><li>  </li></ul><ul><li>     Who are the primary buyer and the primary buying influencer? </li></ul><ul><li>  </li></ul><ul><li>     What habits to they have? </li></ul>
  4. 4. Step 3 – Pick a Niche <ul><li>  </li></ul><ul><li>  </li></ul><ul><li>It’s much easier to jump up and down in a small puddle rather than a big ocean. </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Carve out a niche and then develop a 2nd but not before you’ve captured the first. </li></ul>
  5. 5. Step 4 – Develop your Marketing Message <ul><li>  </li></ul><ul><li>a)     Proof that the prospects’ problem is so important it should be  </li></ul><ul><li>       solved now, without delay </li></ul><ul><li>  </li></ul><ul><li>b)     Why you are the best business to solve their problem </li></ul><ul><li>  </li></ul><ul><li>c)     Benefits they will receive </li></ul><ul><li>  </li></ul><ul><li>d)     Examples and testimonials from existing customers </li></ul><ul><li>  </li></ul><ul><li>e)     Explanation of prices and payments terms </li></ul><ul><li>  </li></ul><ul><li>f)      Your unconditional guarantee </li></ul><ul><li>  </li></ul>
  6. 6. Step 5 - The Marketing Medium <ul><li>  </li></ul><ul><li>                     Printed </li></ul><ul><li>  </li></ul><ul><li>                     Advertising </li></ul><ul><li>                     </li></ul><ul><li> Verbal </li></ul><ul><li>                     Internet </li></ul><ul><li>                     Personal </li></ul><ul><ul><li>  </li></ul></ul>
  7. 7. Step 6 - Set Goals <ul><li>  </li></ul><ul><li>                    Specific </li></ul><ul><li>  </li></ul><ul><li>                    Measurable </li></ul><ul><li>                    </li></ul><ul><li> Achievable </li></ul><ul><li>                    Realistic </li></ul><ul><li>                    Timely </li></ul><ul><ul><li>  </li></ul></ul>
  8. 8. Step 7 - Develop your Budget <ul><li>  </li></ul><ul><li>                    Marginal marketing costs </li></ul><ul><li>                    </li></ul><ul><li> Low-cost solutions </li></ul><ul><li>                    The true value of a client </li></ul><ul><li>                    80:20 rule </li></ul><ul><li>                    Marketing metrics </li></ul><ul><li>                    </li></ul><ul><ul><li>  </li></ul></ul>
  9. 9. Alterra Business Consulting <ul><li>  </li></ul><ul><li>                    40 Lemsford Village </li></ul><ul><li>                    Nr Welwyn Garden City </li></ul><ul><li> Herts AL8 7TR </li></ul><ul><li>                    01707 373138 </li></ul><ul><li>                    07947 502760 </li></ul><ul><li>                    [email_address] </li></ul><ul><li>                    www.alterra-consulting.co.uk </li></ul><ul><ul><li>  </li></ul></ul>

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