I saw a question on sharing a marketing plan. I’ve been asked this a lot (and created quite a few) over the years for a lot of successful products, programs, and organizations. I thought I’d share how I’ve always done it and give you both the framework and some pointers on how to Time Period of Plan do the same for whatever you’re trying to market. In the interest of time, I’ve shared my own plan. (usually one year) However, I’ve used the same framework/method for associations, technology companies, an individual product, an individual program, andName of Organization, even to market an individual person. The framework stays the same—just change the specifics based on what it is that you are tryingProduct, Program or to market.Service that You Will The one piece that I didn’t cover was on pricing, which—I think—is a whole slideset unto itself.Market Good luck!
Market Opportunity First: Take the time to really outline/define and refine the market opportunity. Get clear— and get everyone elseWhat is the size of the market opportunity: clear—on where you will -in terms of revenue amount be successful and where you won’t. You are -in terms of unmet needs looking for least risk for -in terms of # people/buyers/donors/members/attendees biggest return situationAre there geographic boundaries? Time zone considerations?Are there seasonal effects (periods of time during a calendar year when people do/don’t buy or engage?)Who are the competitors? How much of the market is available to win?
Market Opportunities by Next: Slice up your market so Segment & Vertical that you can easily identify where you fit. Segment 1: e.g. Segment 2: e.g. Segment 3: e.g. Identify sub- Corporations Non-Profit Government verticals, ifVertical 1: e.g. Health X X X neededVertical 2: e.g. X X XEducationVertical 3 XVertical 4 XVertical 5 X X XVertical 6 X X XVertical 7 X X
Write down the sentence(s) Messaging of Your that describe your value proposition and unique identifiers to the marketplace. Program/Product/Service For example, mine are:1. etouches is an innovative brand of SaaS-based event software2. etouches is the first event software built by event planners instead of technologists3. etouches has been global in software functionality and support since the inception of the company: in software and service support4. Designed to scale and to handle complexity5. Designed to work the way that meeting planners think and plan events
Next Step: Clearly outline the actions you need to take for your etouches Product Line product, program or service. Here’s mine:1. Establish etouches as an innovative brand of SaaS-based event software2. Develop and tell a compelling and differentiated story for etouches: # modules, specificity of the modules3. Establish consistent communication channels with target audiences through direct and indirect marketing and PR (including social media)4. Cultivate relationships with potential reseller partners5. Develop an education-based thought leadership program6. Grow the customer base from X to Y organizations within the vertical
Brand Elements & RationaleElements Rationale• Touch • To date, target audience has been• Pink for energy, innovation and terrorized and abused by warmth technology options• Love and comfort • Available software is outdated and• Delightful and light-hearted geared towards transactions, not• Utilitarian: benefits the entire end user experience organization • Competitor tech companies focusNext: I like to write down the brand elements that will on feature/function, technobabblebe included in my GTM plan and why I’m and integrationhighlighting some (and perhaps not others).Providing written rationale allows you to identify •Solve the organization’s pain ofsome of the psychological elements are critical to ensuring a wonderful eventyour GTM and will drive your campaigns. Withoutthis, you often get marketing “fluff” campaigns that experience from start to finishare not tied to any identifiable pain/want and are, through superior service-inspiredtherefore, not compelling products
Key Differentiators Corporate Product-event management origin -highly flexible to allow for infinite configuration to meet specific needs of event marketers Next: Take the time to-global -truly multi-tenant, SaaS-delivery write down how your-400 customers with a 90% renewal -localization and globalization program/product/service is TRULY different.rate-exceptional service -integrated apps allow you to keep The only thing that flow-through of people and budgetingcounts is what stands out and is worthy of a for cross-planning and reporting.You conversation. can clone for next year! Don’t spend time on that-investor-backed firm -24 languages/multi-currency which is standard, expected or a commodity
Pain Points Solved by etouches• Events represent the majority (typically over 75%) of an association’s revenuefor the year and is the #1 way to recognize donors (npo) Next: Write down what your product/program/service SOLVES.•Event experience begins with registration/purchasing Don’t start writing benefits before taking this step!!! Tie benefits to pain points that you eliminate.•Organizations have had, to date, little control andoutdated tools for creating an enjoyable interactive experience for users•Organizations typically brace for event registration season to prepare forinbound calls for help with login, registration issues, etc•Organizations have had to let their brand suffer for the sake of technology: thetransaction, not the person, has always been the priority•Events are understaffed and produced through a multitude of tools by staff thatare not trained, supported nor have advanced technical skillsets
Keys to Success for Association/Nonprofit Identify what your keys to success will be in a given market1. Price2. Transparency3. Multi-use across departments4. eHome to replace current websites or team sites5. Ready and Available Now6. Big Brand For-Profit Organizations Rely on etouches7. Relationship-Based Business8. Global: multi-currency, multilingual9. Component Events: can be used for chapters, committees, sections, etc
GTM Marketing Mix Identify which mix of marketing1. Public Networks: Twitter, Facebook, LinkedIn communications2. Email marketing means/channels that you will use to create demand3. Direct mail4. Speaking Engagements5. Webinars6. Small hosted events (lunch-n-learns, cocktail hours, breakfasts)7. Tradeshows8. Banner ads9. Content: Articles, White Papers, Surveys
Marketing Activity Calendar Next: Finally, start to map out your various, specific activities you’ve identified in your GTM demand creation mix into the calendar year. Use a Marketing Calendar like that provided by Brandeo: http://brandeo.com/2010-marketing- calendar-template-free-download
Hope that helped!Send questions/comments or requests to:Suzanne Carawanetouchesscarawan@etouches.com703.431.2208Twitter: @suzannecarawanLinkedIn: /suzannecarawanFacebook: /suzannecarawan