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How to write a marketing plan


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Overview on how to write a marketing plan. Guides you through the important steps to consider as you put your plan together.

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How to write a marketing plan

  2. 2. WHAT IS MARKETING? “Marketing is the delivery of customer satisfaction at a profit.” The 4 P’s The 4 C’s Product Customer Solution Price Customer Cost Place Convenience Promotion Communication
  3. 3. WHAT WILL A MARKETING PLAN DO FOR ME?   Help you establish goals   Force you to look at your competition   Take a process approach to your business   Add discipline   Drive strategy   Create parameters for helping to make informed decisions   Help produce results
  4. 4. GETTING STARTED: KEY COMPONENTS Situation Marketing Analysis Strategy Sales Expense Forecast Budget
  5. 5. MARKETING PLAN COMPONENTS: BREAKING IT DOWN   SITUATION ANALYSIS   Market Summary   What is the market? Situation Marketing   What are the trends Analysis Strategy   Who is my customer   SWOT Analysis   Strengths Sales Expense   Weaknesses Forecast Budget   Opportunities   Threats   Competition
  7. 7. MARKETING PLAN COMPONENTS   MARKETING STRATEGY   How do you plan to reach your goals? Situational Marketing Marketing Situational Analysis Strategy Strategy   Focus on your strengths Analysis and opportunities   What is your value proposition?   What are the main Sales Expense Expense benefits you offer Forecast Budget Budget   Who is your target customer   What price
  8. 8. EXAMPLES OF VALUE PROPOSITION Your plan should support your value proposition   EXAMPLE: Michelin Tires: Offers safety conscious parents greater security in tires, at a premium price.   EXAMPLE: Quickbooks: Offers user friendly, dynamic accounting software at an affordable price point for small business
  9. 9. FURTHER DEFINING VALUE THROUGH THE CUSTOMER’S EYES   What does the customer get from me that he/she doesn’t get anywhere else   Find the value you create for the customer   HOW TO ACTIVITY: 1.  List all of the business problems your offering solves for customers 2.  Highlight those problems you solve better than anyone else
  10. 10. THINK ABOUT BENEFITS Features Benefits   Six cylinders   Powerful   Four cup holders   Storage   Leather seats   Prestige   Reclining seats   Comfort   On-board GPS   Convenience   Airbags   Safety
  11. 11. IDEAL CUSTOMERS: DO YOU KNOW WHO THEY ARE?   What are their attributes? List them.   Where can you find them?   Helps you figure out your market potential and growth potential
  12. 12. ONE PAGE MARKETING PLAN: GETTING STARTED   Get started by focusing on one to three key objectives   Be a leader in those areas   Own a feature your market highly values   Develop one strong marketing message that communicates your leadership and position   Make sure all communications support that message
  13. 13. CRAFT YOUR “ELEVATOR” STORY   A brief explanation that describes:   Typical problem you solve best or better than your competition   How you helped and what was unique Elevator Story •  A simple paragraph Problem you Unique way solve you help
  14. 14. ELEMENT THREE’S ELEVATOR STORY “Element Three is like having a marketing department in house that’s capable of assessing the situation and giving you the right blend of marketing insight, brand clarity, and creativity to meet you goals. We ensure you spend your resources on the highest impact activities and can show results for your marketing efforts.”
  15. 15. DEMAND CREATION TACTICS On line •  Websites, email marketing, SEO, media webinars, Angie’s List Social •  Facebook, My Space, Twitter Media •  Blogs •  Tradeshows, conferences, Events workshops, speaking engagements
  16. 16. DEMAND CREATION TACTICS Public •  Press Releases, news coverage, Relations article placement, sponsorships •  Print, newsletters, Advertising publications,programs Viral •  Word of mouth, video, YouTube
  17. 17. SUM IT UP : STEPS TO A PLAN   Define Product Offering   Price   Budget   Target Markets   Competition   Goals   Strengths, Weaknesses, Opportunities, Threats   Strategies   Tactics   Promise   Message
  18. 18. QUESTIONS or call 317-879-9592