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How To Write A Marketing Plan

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An easy to follow outline for creating a marketing plan, positioning statement and brand strategy for a small business.

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How To Write A Marketing Plan

  1. 1. How  to  Write  a   Marke-ng  Plan By Doug Fish
  2. 2. Four-­‐Part  Process • Objectives • Analysis • Positioning and Brand Strategy • Executional Planning
  3. 3. Part  I:  Objec-ves • What do we want to see happen? • How will we measure success? • Goals must be measurable.
  4. 4. Part  II:  Analysis • What makes us tick? • What’s up with the competition? • Who are we talking to?
  5. 5. Self  Analysis • Strengths and weaknesses • Are you a leader in your category? • What do you do best? • Do you sell something that your prospects want? • What makes you better than your competition?
  6. 6. Know  Your   Compe--on • Who are your top three competitors? • What are their strengths & weaknesses? • What are they saying about themselves?
  7. 7. Know  Your  Target • Who are your ideal customers? • Can you describe them? • Does he know he needs what you sell? • What is her single most important want?
  8. 8. Part  III:  Posi-oning • How to stand out: Be Different • Most effective positioning is SINGULAR • What is your elevator speech? • What can you deliver better than the competition? • Is it important to your customers? • Is it a unique claim?
  9. 9. The  Sweet  Spot • What does your customer want that you can deliver better than your competition? • Write a positioning statement • Internal marketing mission statement NOT a tagline.
  10. 10. Part  III-­‐B:  Brand   • Ideally built around positioning • Consider your brand personality • Will it resonate with your target? • Create a tagline or slogan
  11. 11. Part  IV:  Execu-onal   • Budgeting • Product • Creative • Digital • Media • Public Relations
  12. 12. Budge-ng • Establish annual budget • Must be sustainable • Based on percentage of projected sales • Include staff time and overhead • 1-10% typical
  13. 13. Product  Strategy • Which product(s) should you focus on? • Highest profit? • Most popular? • Exclusive home of?
  14. 14. Crea-ve  Strategy • Creative Direction • Graphic Design • Copywriting • Photography
  15. 15. Digital  Strategy • Website • Search Engine Marketing • Email Marketing • Social Media
  16. 16. Media  Strategy • Get your brand and digital house in order before spending one penny • TV, Radio, Print, Online • Most cost effective way to target customers • Consider geography, demographics, production costs, comfort level
  17. 17. Public  Rela-ons • Earned Media • Community Activities • Sponsorships • Trade Shows • Social Media • Blogging
  18. 18. Final  Thoughts • Maintain a consistent message • Have a dedicated person work on marketing every week • Give it time to work
  19. 19. Thank  you!

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