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Proactive Planning in Marketing - Mirvat Al-Qutt
The document discusses the importance of proactive planning in marketing, contrasting it with reactive approaches. It outlines key steps for being proactive, including setting objectives, identifying target audiences, and analyzing competitors. A case study of the Ice Bucket Challenge is mentioned as an example of effective proactive marketing.
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Proactive Planning in Marketing - Mirvat Al-Qutt
- 1. Proactive Planning inMarketing Mirvat Al-Qutt
- 2. Marketing is CommonSense Case Study & Documentation Methodology
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- 4. Proactive Planning •If you are not a proactive person .. Who would you be ? Reactive
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- 6. How to beProactive 1 always, ask yourself what is likely to happen, and react to it before it happens.
- 7. How to beProactive 2 It takes energy to rise above the difficulties of the moment, to see the big picture and to make the changes you need to make.
- 8. How to beProactive 3 Sometimes, the most proactive thing you can do is take a break.
- 9. Projection How Canwe Use Proactive Planning in Marketing
- 10. Proactive Planning inMarketing 1. Objectives and Goals 2. Ideas and Strategies 3. Identify Target Audience 4. Competitors analysis 5. Contents 6. Channels 7. Budget
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- 19. Case Study IceBucket Challenge
- 20. Thank You MirvatEl-Qutt Facebook.com/Mirvat.alqutt
Editor's Notes
- #2 Ana Mirvat Al-Qutt Training Consultant @ School of Marketing Gaya min field tani khales gher el marketing … eli howa computer science , ba7b el tadres we training we kaman planning
- #3 At school we marketing we say “ Marketing is common sense” but common sense is not common any more Talama howa common sense feen el ekhtra3 ! El ekhtra3 en 7ad ye3ml case study ! We ye3mlha documentation we yedeha lel nas 3ashan tefhmaha … we bon2an 3liha ye7oto methodology … manhgya lel common sense da! Min awel Marketing 1.0 … le7ad inbound Marketing Mish ma3na en enhrda the Rise on Inbound Age …el inbound age lesa 7aybda2 !! La2 … fe alaf min marketers fe masr fahem el inbound marketing we me2at already bytb2oh :D Mish bas kida da fee kaman nas betb2o by nature … akeed mish zay ma ketab ma by2ol bas bas at least bytb2o el mabde2 el asasya we lama 7aygo ye3mlo zay ma ketab by2ol 7ayl2o asln enhom compatable gedan …
- #4 Nafs el mawdo3 fel session de Proactive Planning mish ekhtra3 … bas school of marketing is a case study le nas 7awlet tetba2 el proactive planning … eli heya latest direction fel planning fel marketing Alsn being proactive fel asl howa attitude, genes Eni ab2a proactive means: doing the right thing without being told, by not only anticipating and predicting the future but also creating my own future, Being Proactive Action and result oriented behavior, instead of the one that waits for things to happen and then tries to adjust (react) to them. Proactive behavior aims at identification of opportunities and in taking preemptory action against potential problems and threats, whereas reactive behavior focuses on fighting a fire or solving a problem after it occurs.
- #5 reactive means that you don’t have the initiative. you let the events set the agenda.
- #6 Imagine that you are in the middle of an ocean each new wave catches you by surprise. Huffing and puffing, you scramble to react to it in order to just stay afloat. In contrast, if you associate your thinking with “proactivity”, It’s not just that you anticipate the waves. You’re in tune with them. You’re not desperately trying to escape them; you’re dancing with them. using the ebb and flow of events as a source of energy. I believe that being proactive is not a mysterious quality that we have, or don’t have. It is a way of dealing with things, that we can develop and strengthen. the only difference is: you do the reacting ahead of time. The proactive swimmer sees the big picture: each wave is not an isolated incident, but is part of a pattern. While there is stress in dealing with difficult circumstances, there is a consistency and a logic to the environment. What is it that prevents the reactive person from doing so? - It could be lack of information. - There are plenty of events in life that we simply cannot predict. It could also be lack of intelligence: some people are better than others at thinking in terms of patterns. But let’s assume, for the moment, that our two swimmers have both the same levels of information and intelligence. Then, - the difference between them would simply be that the proactive swimmer has enough energy to take in the available information and adapt to it
- #7 ONE: To be proactive, what you have to do is ask yourself what is likely to happen, and react to it before it happens.
- #8 TWO: It takes energy to rise above the difficulties of the moment, to see the big picture and to make the changes you need to make. Not only to mitigate risks But also to make the maximum use of
- #9 THREE: Sometimes, you may not have that energy. At such times, it serves no purpose to berate yourself for being weak. Think of your “reactivity” as a symptom instead of a failure. You need a break. Take it. Sometimes, the most proactive thing you can do is take a break. Use this “Time Out” to refocus on what you’re doing and how you’re doing it.
- #10 Tab3an zay ma etf2na … ana mish bet3et marketing, We ma2drish atkelm 3al marketing deeply fe 7odor 400 marketer :D Konto tedb7oni :D Khalona nakhod 7aga kolko bet3molha we neshouf ezay momken netba2 concept proactivity fel marketing Law 3amlnlhom merging asln 7antla3 bent2eg mobhera
- #11 Ay plan fel marketing : sawa2 marekting plan , stregy aw sm marketing plan aw 7ata campign Lazem temor be 7agat asasya Objectives and Goals Reactive objectives keep the status quo. Proactive objectives make improvements and take you forward. Both can be SMART objectives or SMART goals, but the long-term results are quite different. Reactive Increasing in sales 100% 200 leads 30 Customers Proactive Thought Leadership: First Inbound Agency in the Middle east Break through sales: exponentially increasing Recall angry customers Mish ma3na enak proactive enak tebtal teb2a reactive Ideas Proactivity : Purple Cows (and Purple cows “ Differentiator”) “Poke the box” Target Audience “Stakeholder” - People who might be really interested in the value you do provide Change status from Strangers Promoters - Neutral “ They didn’t show any behavior that you can react upon” - Haters Acceptance “ people who disagree with you, but they respect your brand and appreciate your mission and vision” They will interact so they showed certain behavior Pattern, make use of this. You will be dealing with them anyway in responding, so they already consuming some of your time. “ embrace what you cannot control” Post virality: neb2a 7aten e7tmalat bel templats nerod beha 3ala negative audience “ mish bat7kem fel reach bet3aha” talama kida kida shaghlen sa7. Fa sa3taha tekon asln mekhtat lel e7tmaltat eli momken te7sl min el negative audience da Negative audience ne7wel neb3ed 3anhom “embrace” Inbound ghali 3ashankida lazem yero7 lel nas el sa7 Competitors analysis Current Competitors! Not only for detecting What's missing's (Listening) Potential Competitors Partnerships and Unions, Predict competitor bet3k Kaman sana 7ayb2a eh. Mish 3ashan adrbo fel 7eta bet3o la2. 3ashan support, 7afeed el competitor we 7astfed 3ashan ana kida 7a3rf en el 7eta de ma2foula fa mish 7aro asln Lama 7a3rf en el competitor bet3i 7ayb2a 7aga ,,,, 7ab2a 3awez ab2a 7aga Tania khales Contents: lazem el content yeb2a bykhdem my proactive objectives an goals, ba3d ma 3amlt identification lel audience wel competitor analysis Content id the fuel In the inbound strategy there specific type content to transfer the Person from one stage to the next stage Conversation rate! what if Strangers to ambassadors Anger Customers to fans News jacking Listing 3ashan a2dar predicat el need beto3 el customers Sysmantic analysis Emotional analysis Channels: mish bas eni akhtar el channel el monsba le no3 el content we no3 target audience Laken lazem as2l nafsi so2al eh Marketing channel eli 7atb2a star Kaman el sana el gaya. Pintreset eli bade2 min awel ma bada2 howamin at2al el nas feha delw2ti Marketing channel eli 7atb2a star Kaman el sana el gaya. Pintrestet eli bade2 min awel ma bada2 howamin at2al el nas feha delw2ti Budge: lean methodology MVP Proof of concept
- #12 Objectives and Goals Reactive objectives keep the status quo. Proactive objectives make improvements and take you forward. Both can be SMART objectives or SMART goals, but the long-term results are quite different. SMART ( Specific , Measurable , Attainable , Relevant and Time bounded ) Reactive Increasing in sales 100% 200 leads 30 Customers Proactive Thought Leadership: First Inbound Agency in the Middle east Break through sales: exponentially increasing Recall angry customers Mish ma3na enak proactive enak tebtal teb2a reactive
- #13 Ideas Proactivity : Purple Cows (and Purple cows “ Differentiator”) “Poke the box” Target Audience “Stakeholder” - People who might be really interested in the value you do provide Change status from Strangers Promoters - Neutral “ They didn’t show any behavior that you can react upon” - Haters Acceptance “ people who disagree with you, but they respect your brand and appreciate your mission and vision” They will interact so they showed certain behavior Pattern, make use of this. You will be dealing with them anyway in responding, so they already consuming some of your time. “ embrace what you cannot control” Post virality: neb2a 7aten e7tmalat bel templats nerod beha 3ala negative audience “ mish bat7kem fel reach bet3aha” talama kida kida shaghlen sa7. Fa sa3taha tekon asln mekhtat lel e7tmaltat eli momken te7sl min el negative audience da Negative audience ne7wel neb3ed 3anhom “embrace” Inbound ghali 3ashankida lazem yero7 lel nas el sa7
- #15 Competitors analysis Current Competitors! Not only for detecting What's missing's (Listening) Potential Competitors Partnerships and Unions, Predict competitor bet3k Kaman sana 7ayb2a eh. Mish 3ashan adrbo fel 7eta bet3o la2. 3ashan support, 7afeed el competitor we 7astfed 3ashan ana kida 7a3rf en el 7eta de ma2foula fa mish 7aro asln Lama 7a3rf en el competitor bet3i 7ayb2a 7aga ,,,, 7ab2a 3awez ab2a 7aga Tania khales
- #16 Contents: lazem el content yeb2a bykhdem my proactive objectives an goals, ba3d ma 3amlt identification lel audience wel competitor analysis Content id the fuel In the inbound strategy there specific type content to transfer the Person from one stage to the next stage Conversation rate! what if Strangers to ambassadors Anger Customers to fans News jacking Listing 3ashan a2dar predicat el need beto3 el customers Sysmantic analysis Emotional analysis
- #17 Channels: mish bas eni akhtar el channel el monsba le no3 el content we no3 target audience Laken lazem as2l nafsi so2al eh Marketing channel eli 7atb2a star Kaman el sana el gaya. Pintreset eli bade2 min awel ma bada2 howamin at2al el nas feha delw2ti Marketing channel eli 7atb2a star Kaman el sana el gaya. Pintrestet eli bade2 min awel ma bada2 howamin at2al el nas feha delw2ti Budge: lean methodology MVP Proof of concept
- #18 Budge: lean methodology MVP Proof of concept
- #19 Meshena be mabda2 embrace what you cant control Mish kida kida 7ayb2a 3andna ghaltat !! We akeed 7ay7sl attack 3andna 7al min etenen Being reactive !! Ne2fel el wall posts ! Aw proactive we ne3ml creation le healthy channel feha kol el bad comments 3ashan ne2dar ne3mlaha handling We 3arfen en weak points we wakhden balna menha bas in case 7asal ay 7aga fe template gahza lel ta3mol ma3aha
- #20 Taking into consideration that they went viral ! They should have thing about those audience that they will reach out side their targeted audience 3ashan u cant control el reach beta3 your viral post or campagin you have to think first … Is there any one gonna criticize my work !! My call to action !! The riskiest thing you may so is to play it safe