A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never see the light of day.

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BOOKCLUB
HIGHLY
EFFECTIVE
MARKETING
PLAN
Chapter 1-6
Peter Knight

2. INTRODUCTION
HEMP - Highly Effective
Marketing Plan
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4. STEP #1
A Desired Result
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Define a clear desired result
of your company
“The greater the
clarity, the more likely
that others will ‘get it’ “

6. Example: Red Cups Coffee
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“Redcups is a brand new
start-up company which
plans to supply very high
quality beverages,
primarily coffee, to offices.
The desired result for Redcup
is to be the beverage
supplier to 5.000 clients
within twelve months”

7. STEP #2
What’s it
Worth?
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8. Defined the outcome
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Having clearly defined the
outcome you wish to
achieve, take a moment to
calculate what it’s worth.
To be a highly effective plan,
will want to make sure that
any investment and the cost
of other resources, is more
than covered by the return.

9. Marketing can be very much like building a fire
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Even with a paraffin-soaked
fire-lighter it takes a few
minutes for the kindling to
catch before you can put the
coal or logs on, and then it
takes a while before the
warmth comes through into
the room.

10. Don’t wring every last penny out of your idea
before it’s started, leave some for later
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In order for your HEMP to
get off the ground make sure
that the numbers appeal and
add up, that they have room
for further improvement and
are ambitious, but above all,
are realistic and believable.

11. Key Points
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Work out what your
desired result is worth
Make sure you identify
the profit or contribution
as well as the turnover
Depending on the time-
scale for your desired
result you may like to
identify the value in the
short, medium and
longer term

12. STEP #3
What are the
Consequences?
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13. Consequences
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Once your plan starts to be implemented it will have
consequences. And these are potentially both positive and
negative.

14. Let’s look at the positives first.
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● You’ve already established a realistic value for your
desired result, so you know the financial upside.
● It might be that your plan will galvanise a dispirited sales
team, or be the catalyst for customers to see your
company and its other products in a new light.

15. 3 Key points
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1. Identify the upsides and
possible downsides of
your HEMP
2. Spell out what might
happen if you don’t
pursue your desired
result, (i.e. do nothing)
3. Be realistic and honest –
it will help persuade
doubters that you’ve
considered all the
consequences

16. Point 1
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A common issue is the distraction from the core business and
the fear that whilst the new idea will succeed, the price might
be a decline in business overall. If this is a very real possibility
then flag it up – and find possible solutions while you’re at it.
The downsides need to be considered just as carefully

17. Point 2
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Often people are more motivated by the fear of loss than they are by the
pleasure of gain.
Exercise 1
Choose either A or B.
A. You can have a guaranteed win of £3,000;
B. You can have an 80% chance of winning £4,000 and a 20% chance
of winning nothing.
Exercise 2
Choose either A or B.
A. You can have a guaranteed loss of £3,000;
B. You can have an 80% chance of losing £4,000 and a 20% chance of
losing nothing.

18. Point 3
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The biggest consequence of not achieving
the desired result would be the sense of
frustration at having missed an opportunity
Positives
+ Growth
+ Profit
+ Security
+ Prove the concept –
raise funding for
expansion
Negatives
- Lose money
- Let team down
- Reputation of failure
- Missed opportunity

19. STEP #4
TARGET
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Who is going to buy your product
You need to know and you need to be right.
Who are you targeting?

21. Bird of a feather flock together
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When you investigate your target effectively you will discover
so many similarity even if their business are in completely
different sectors

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Look beyond the obvious
and continually ask
question, that’s how you
discover similarity
Spend some time with
your clients with the sole
purpose of getting to know
them better

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If you have different target
Find the most significant
one for the rest of this
HEMP,
Keeping the others in
mind for the next steps,
and then come back and
continue the process.

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List out all your targets
Describe what this people
like and dislike
Your end target might not
be the people you need to
get to
Often it’s key influencer
who will communcate your
message more effectively
Key
Point
Step #4

25. STEP #5
WHAT DO THEY
CURRENTLY THINK AND
DO?
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Why don’t
companies
understand their
customer better ?
They have their own opinion and the more senior the
person the more weight was given to their view point

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Then how
companies
understand their
customer better ?
Learn your customer- side own bias and truly listen
Find what they don’t like about the competitor
Invest in research - spell out exactly what your expecting the research to
accomplish and how it will go about the exercise

28. YOU ARE NOT YOUR TARGET AUDIENCE
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“Your opinion is biased”
Opinions from you, your colleagues, friends.
Family… ar not your target audience.
You need objective and accurate information
about your target audience if you are going to
communicate with them appropriately.
“EGO often gets in the way when
executives think they are always right”
Most companies when they think of coffee they
think, instant coffee or tea bags.
Same with vending machines, the general idea
is to get the cheapest.
RED CUP eventually learned this and while
expensive, they managed to turn their sales
pitch around.

29. RINSE AND REPEAT
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Learn exactly what your
target audience is currently
thinking about your brand,
products and services.
If you don’t know… carry out
research
If you are new to the
market… Find out what they
think you your competitors

30. RADIO
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Radio is often a powerful
tool. It gets people when
they are alone, which makes
them receptive to your
message.
Whatever medium you use,
don’t overload the message,
instead make it easy for
listeners, and make them
want to find out more.
Goes with all aspects of
communication right?

31. STEP #6
WHAT DO YOU WANT
THEM TO THINK AND DO?
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32. 2 STAGES OF CREATION
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“Mental creation precedes
physical creation”
Stephen Convey
Before you can make someone want to do
something different... buy whatever it is you
are selling…
The first thing you need to do is change the
way that they think.
“Once we change their thinking they
will automatically change their doing”
In the previous chapter, it revolved around
determining what your target currently thinks…
And so with that knowledge, we can then
consider what we want them to think instead…
But first things first.

33. WHO ARE YOU THOUGH?
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As with most startups, you are
likely to be unknown. Thus most
potential customers will buy
from your competitor.
Making customers aware of your existence is
easy. The hard bit is knowing WHAT to make
them aware of.
Don’t rely on your own biased opinion of how
you see your business. Find out what people
really think.
Only then can you go
about changing
customers opinions.

34. WHAT TO MAKE THEM THINK?
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So… Once you know who you
are, you need to start
considering what you want them
to think instead.
Let’s talk about SKODA.
Basically they were considered
a joke during the 80s. UGLY
VW realised this, but embraced it and
turned the joke around. They started
voicing the the idea that although
embarrassing, they did a brilliant job in
developing an all round great car.
Sales went up considerably after they
changed the consumers mind.

35. WHAT TO MAKE THEM DO?
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You need to identify both what
you want your target to do…
while also how to think.
For most people, advertising means
selling products. But the reality is more
than that. It’s selling ideas.
Therefore during any phase of
communication, you need to consider
what it is you want your target to think
after seeing your communications.
Ideally, you want them to think:
I’m interested in these people. I like what they
are saying, i’ll certainly try them at least.

36. “BETTER COFFEE SAVES MONEY”
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RED CUP COFFEE
While Starbucks was becoming
fashionable, executives where
spending way to much time and
money on relatively bad coffee.
Red Cup was becoming known for
being a high quality supplier of office
coffee and machines. And they
thought they knew their customer.
They didn’t.
Problem is they were expensive.
So… How did they change the
paradigm.

37. “HOW CLEVER”
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Hollard Insurance
South Africa is well known for crime.
Especially car theft.
Hollard Insurance knew how their
audience felt and thought, they
played on their anxiety by placing
subtle adverts in an auto trader
magazines... using a similar style as
used by other amateur photos found
in the magazine which displayed
empty garages and driveways.
They focused on the target audience
needs, at the right time and left an
impression that caused readers to think
‘how clever’

38. THANK YOU
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