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A quick one page marketing plan template

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This one page marketing plan template is designed to get your marketing moving. You should be regularly revisiting this plan to reflect on various campaign successes & failures, so you can update & change it as you go along.

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A quick one page marketing plan template

  1. 1. A QUICK ONE PAGE MARKETING PLAN TEMPLATE Marketing Plans usually change quickly, so unless you’re a behemoth of a company, short, concise and responsive plans are the best type. This template is designed to get your marketing moving. You should be regularly revisiting this plan to reflect on various campaign successes & failures, so you can update & change it as you go along. This one page marketing plan is not a substitute for doing your homework! By Kameel Vohra www.kameelvohra.com
  2. 2. THE MISSION/OBJECTIVE Every plan has an end goal. You need to define what you expect to achieve through your marketing. Try asking the following questions: Do we need hit specific sales volumes? Do we need to penetrate a particular market or market segment? Do we need to generate a specific number of leads? How will I know when my plan has been successful? Example: To generate a total of 100 qualified leads, from the Memphis area, within the next 6 months. Leads are defined as distributors with at least one retail outlet (About 2-3 Lines)
  3. 3. TARGET MARKET/CUSTOMER PROFILE Without a very specific target audience your marketing efforts will get spread very thin. It’s important to clearly define who your customer is, the better you know them the easier it’ll be to effectively target them. Some questions you could ask include: Historically, who’s bought the product/service? What are their demographics? How did they find us (or we find them)? Did anybody recommend the product/influence the purchase? Why do they buy/use our product? Where do they go/what do they do afterwards? Example: Our stretch-mark creams are bought by new mothers, predominantly through sub-urban supermarket pharmacies, and a few downtown hospitals. The pharmacies are usually owned by individual (entrepreneur) pharmacists. The product is recommended to end-users by gynaecologists, and several maternity support groups. The ladies are usually working, in their early thirties, and have one (new-born) child.. (1 para please)
  4. 4. YOUR BUDGET It’s important to know, in advance, how much you can spend on your marketing. This will have a considerable impact on your strategies. Take note of whether this is a single lump-sum or if your budget is refreshed monthly/quarterly, as well as what expenses this includes. Check if you’re able to utilise unspent budgets in the following months. Example: We have a total budget of 60,000 US$ for the next 12 months. This is disbursed quarterly in tranches of 15,000 US$. Un-utilised funds will roll-over into the next quarter. This does not include direct sales expenses below $50, such as taxi-fare. (3-4 lines)
  5. 5. ROUTES TO MARKET Once you’ve understood your audience you can begin plotting how you’re going to reach them. Any & every mode of communication should be considered here. So try asking: Will I be selling online, offline or both? Where do my clients go/congregate? What events, lectures or clubs do they attend? What magazines/journals /websites/blogs do they read? Who do they already buy from or regularly meet? What related products/services do they buy? How are my competition currently communicating with them?
  6. 6. ROUTES TO MARKET (EXAMPLES: ONLINE) SEO/SEM Every campaign running longer than 6 months should include these. If you don’t have someone on your team who can handle this, hire an agency. Forums, Facebook, Blogs & Other Websites http://a-forum-name.com Spend some time on google & facebook searching for whatever it is your audience would search for. You want to be present where ever they’re getting “authoritative” information from, even if it’s for un- related products. As long as the demographic matches. Create a top 10 hit list of sites/groups here.
  7. 7. ROUTES TO MARKET (EXAMPLES: OFFLINE) Magazines, Journals What are the top magazines read by your demographic? Events Medical training seminars or entrepreneur groups & VC sessions? Where are they going & can you be present? Related Products Can you co-promote with related products? Utilise their database? Or leverage one of their campaigns?
  8. 8. SPECIFIC CAMPAIGN TACTICS Now you need to decide what incentive you’re going to provide for them to use your product. Are you going to attract their attention with price incentives? Freebies? Useful information? You should have at least one tactic for every route you’ve identified above. If you don’t have a tactic for a route, remove the route. Every tactic should have an attached cost, target, time- frame and if it requires specific resources it should mention these. Evaluate the tactics based on your original plan objectives.
  9. 9. TACTICS (EXAMPLES 1/2) Tactic: Posters at ABC medical training center Description: Register online for this lecture (that we’re sponsoring/hosting) and get a sample case of anti-stretch-mark cream free. Date: 11th Jan (1 Day) Target: 30 unique pharmacist names & contact details Total cost: 5,000 US$
  10. 10. TACTICS (EXAMPLES 2/2) Tactic: Calling related-product-B resellers Description: Using a call center to call the online database published by related-product-B Date: 20th Feb (1 Month) Target: 50 qualified reseller leads Total cost: 10,000 US$
  11. 11. COMMUNICATION COLLATERAL/MATERIAL Based on your campaigns you may need specific supporting collateral. You should list these here and then produce exactly these. If it’s not required for a campaign, don’t include it. Example:  1: Posters for lecturer, product website, event follow-up emailers  2: Calling database, cold call follow-up emailers  All tactics: Sample kits, order forms, product packaging
  12. 12. PUTTING IT ALL TOGETHER These elements should provide you the basics of everything you need to start marketing. Over time, each of the sections can be fleshed out in more depth to create a more comprehensive Integrated Marketing Plan.
  13. 13. SAMPLE PLANS You can download a sample template ONE PAGE Marketing Plan from here: www.kameelvohra.com/marketing-resources/ If you found this helpful, please share!

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