Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

1-Page Marketing Plan 10-14 - 1

221 views

Published on

  • Be the first to comment

1-Page Marketing Plan 10-14 - 1

  1. 1. Building Your Roadmap To Success 1-Page Marketing Plan SDM|Marketing Consultants Coffee Klatsch
  2. 2. Goal • Start developing your 2017 Marketing Plan SDM|Marketing Consultants Coffee Klatsch 2
  3. 3. Agenda • Marketing Definition • Why Marketing is Important • Marketing Analysis for Planning • 1-Page Plan Defined • Develop Your Company Plans • Thank You and Questions SDM|Marketing Consultants Coffee Klatsch 3
  4. 4. Marketing Definition • Process of planning and executing the marketing 4P’s and Digital Marketing 6C’s • Identify, WOW, and retain customers • Goal is to persuade to buy a particular branded product or service SDM|Marketing Consultants Coffee Klatsch 4
  5. 5. Why We Market Ourselves
  6. 6. Why We Need To Market Ourselves • Build Brand Awareness • Tell the product/service story • Take an action • Open the door for sales SDM|Marketing Consultants Coffee Klatsch
  7. 7. Marketing Analysis For Planning • Was 2016 successful? • Why were you successful or unsuccessful? • Take stock of your marketing programs • What vehicles did you use? • Interruption: Print, Broadcast, Promotional, Viral, Web (Google Analytics), Digital, Direct Marketing • Relationship Building/Permission: Social Media (Facebook, Twitter, LinkedIn), Emails, Referrals SDM|Marketing Consultants Coffee Klatsch 7
  8. 8. Marketing Analysis and Planning • Review the business landscape • Have you evolved? • New products or services • Pricing • Grown as a company • Audience • Has the landscape changed • Competitors • Overall economics • The way business is being done SDM|Marketing Consultants Coffee Klatsch 8
  9. 9. Marketing Analysis and Planning SDM|Marketing Consultants Coffee Klatsch 9
  10. 10. Your Map to Success SDM|Marketing Consultants Coffee Klatsch 10
  11. 11. Alice’s Adventures in Wonderland • “Would you tell me, please, which way I ought to go from here?” Asked Alice. • “That depends a good deal on where you want to get to,” said the cat. • “I don’t much care where,” said Alice. • “Then it doesn’t matter which way you go,” said the cat. Lewis Carroll, Alice’s Adventures in Wonderland SDM|Marketing Consultants Coffee Klatsch 11
  12. 12. Marketing Plan • Marketing plan is your roadmap • Where you want to go • How do you get there SDM|Marketing Consultants Coffee Klatsch 12
  13. 13. 1-Page Marketing Plan Sections • Vision and 2017 Overview • Target Audience • Market Position • Objectives • Strategies • Tactics SDM|Marketing Consultants Coffee Klatsch 13
  14. 14. 1-Page Marketing Plan Elements Vision Serves as the Roadmap framework and guide. SDM|Marketing Consultants Coffee Klatsch 14
  15. 15. 1-Page Marketing Plan Elements Vision Examples • Anheuser-Busch: Be the world’s beer company. Through all of our products, services and relationships we will add to life’s enjoyment. • Avon: To be the company that best understands and satisfies the product, service and self-fulfillment needs of women – globally. • Caterpillar: Be the global leader in customer value. • Nike: 1960s: Crush Adidas • Current: To be the number one athletic company in the world. SDM|Marketing Consultants Coffee Klatsch 15
  16. 16. 1-Page Marketing Plan Elements 2017 Overview A statement of key accomplishments and special events for the coming year. Sales goals, new product/services introduction(s), changes, and new markets. SDM|Marketing Consultants Coffee Klatsch 16
  17. 17. 1-Page Marketing Plan Elements 2017 Overview Examples • Zookbinders: Introduce Reflectionz Cover, new sizes for the PhotoBook and continue to promote existing products and services. Develop marketing plan for non-pro market. • Josuma Coffee Company: Plan for the 20th year celebration with special events. Review and plan for expanding target audience to include selling online direct to consumer. SDM|Marketing Consultants Coffee Klatsch 17
  18. 18. 1-Page Marketing Plan Elements Target Audience Who are we trying to reach with our message SDM|Marketing Consultants Coffee Klatsch 18
  19. 19. 1-Page Marketing Plan Elements Target Audience Examples • Zookbinders: Professional event Photographers that sell albums to tell the story (Weddings, Bar/Bat Mitzvahs, Company Events) • Josuma Coffee: Boutique coffee shops and small batch roasters that want to sell European flavor coffee SDM|Marketing Consultants Coffee Klatsch 19
  20. 20. 1-Page Marketing Plan Elements Market Position What differentiates us from the competition? It’s where we are willing to “hang our hat” and fight; it’s the ground on which we can win the competitive “mind” battle. SDM|Marketing Consultants Coffee Klatsch 20
  21. 21. 1-Page Marketing Plan Elements Market Position Examples Zookbinders: Service-centric, innovative mounted-album company that provides custom solutions for our professional photographer “partners. .Josuma Coffee: The most consistent Indian green bean and roasted coffee with a refined European flavor. Crest Toothpaste: The cavity fighter SDM|Marketing Consultants Coffee Klatsch 21
  22. 22. 1-Page Marketing Plan Elements Objectives What you want to achieve for the year. Should be quantifiable with a timeframe (the measurements) SDM|Marketing Consultants Coffee Klatsch 22
  23. 23. 1-Page Marketing Plan Elements Objective Examples – Zookbinders 1. Achieve 2017 sales of $XX million, an increase of 10% 1. Product/Service Breakout — Seasonal/Quarters Breakout 2. Introduce the Reflectionz Cover – Account for 15% of all PhotoBook covers by year end 3. Increase the use of the Website by new/unique visitors from an average of 9156 per month in 2016 to 10k in 2017 SDM|Marketing Consultants Coffee Klatsch 23
  24. 24. 1-Page Marketing Plan Elements Strategies Allows an organization to concentrate its limited resources on the greatest opportunities to increase sales and meet objectives How the Objectives will be achieved Every Objective has to have at least one Strategy SDM|Marketing Consultants Coffee Klatsch 24
  25. 25. 1-Page Marketing Plan Elements Strategy Examples — Zookbinders • 1/2/&3) Use key trade shows to enhance the brand and create greater awareness for current and new products & services. • 1&2) Increase the focus on current clients to increase the use of PB and the selling of new products. • 1/2/&3) Keep Website fresh by updating visuals. SDM|Marketing Consultants Coffee Klatsch 25
  26. 26. 1-Page Marketing Plan Elements Tactics The action you take to execute the strategy SDM|Marketing Consultants Coffee Klatsch 26
  27. 27. 1-Page Marketing Plan Elements Tactics Examples — Zookbinders • 1/2/&3) Participate in major trade shows - DWF (major sponsor), WPPI (BI & AAS sponsor), IUSA, SPA and PMA • 1/2/&3) Market through: Rangefinder, Postcards (4), Zook- Notes (4), Website, Catalog, Z-mail, ZookBits & On-hold • 1/2/&3) Use ongoing advertising/media tools to introduce Large PhotoBooks plus any new products/services • 1&2) Prepare press releases on new products and send out in a timely manner to key publications • 3) Update Website 2x per year to keep fresh and take advantage of new look from 2016 SDM|Marketing Consultants Coffee Klatsch 27
  28. 28. SDM|Marketing Consultants Coffee Klatsch 28
  29. 29. Thank You Scott Michelson – Principal scott@sdmmarketing.com www.Sdmmarketing.com sdmmarketing SDM|Marketing Consultants Coffee Klatsch 29

×