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7 Steps to create a marketing plan

Annmarie Hanlon
Evonomie®



Discover the 7 steps to create a marketing plan for your business,
practical advice that works


 Digital Marketing Priorities 2013
         Brought to you by:
About Annmarie Hanlon
     Trainer, consultant,
     adviser in digital
     marketing strategy &
     business development
     of social media
                            @annmariehanlon




                                       2
In 35 minutes
 Top level steps from the Business Marketing
  Planning Guide
 Worked through example marketing plan
 Lots of templates you can copy
 Questions at the end

 Please interact using the BrightTALK buttons




                                          3
SOSTAC®




SOSTAC® is is a registered trade mark of PR Smith
                                                    4
                www.PRSmith.org
Example Business Plan




                        5
POLL
 What stage are you at?
  I have already created the marketing plan for my
   business
  I am starting to create the marketing plan for my
   business
  I have never created a marketing plan
  I created a marketing plan a while ago
  I’m just looking for ideas




                                                 6
STEP 1. SITUATION ANALYSIS
UNDERSTANDING
YOUR CUSTOMERS




         SOSTAC® is is a registered trade mark of PR Smith
                                                             7
                         www.PRSmith.org
1. Understand your customers
 Why customer insights matter
 Resources to capture insights
 Know which questions to ask
    Why didn’t you buy from us?
    Why did you choose us?
    Are you willing to recommend us?
    What else can we do for you?




                                        8
Software Company Marketing Plan




                          9
STEP 2. SITUATION ANALYSIS
MARKETING AUDIT:
WHERE ARE WE NOW?




         SOSTAC® is is a registered trade mark of PR Smith
                                                             10
                         www.PRSmith.org
2. Marketing audit
 Market definition        Buying behaviours
 Market size              Current issues
 Industry                 Global market
  background               Forecasts
 Competitor analysis




                                        11
12
Software Company Marketing Plan




                          13
POLL
 Do you know the approximate market value for
  your business?
  Yes we know the exact value
  We have a fair idea
  Not really sure




                                        14
STEP 3. OBJECTIVES
CREATE SUSTAINABLE
OBJECTIVES:
WHERE DO WE WANT TO GO?



        SOSTAC® is is a registered trade mark of PR Smith
                                                            15
                        www.PRSmith.org
Software Company Marketing Plan




                          16
STEP 4. STRATEGY:
SEGMENTING YOUR CUSTOMER BASE




         SOSTAC® is is a registered trade mark of PR Smith
                                                             17
                         www.PRSmith.org
4. Segment your customers
 Why bother?
    To create market niches
    To provide growth for mature markets
    To deliver more effective communication
    To make the business more efficient




                                               18
Software Company Marketing Plan




                          19
Ansoff Matrix




Use this to identify new business opportunities


                                                  20
Product
development:
Moving from
personalised
cards to
personalised
mugs, drinks



               21
Software Company Marketing Plan




                          22
POLL
 How many segments does your business have?
    I’m not sure
    We have 2 segments
    3 to 4
    More than 5




                                      23
STEP 5. STRATEGY:
TARGETING NEW
CUSTOMERS AND
POSITIONING YOUR BUSINESS



        SOSTAC® is is a registered trade mark of PR Smith
                                                            24
                        www.PRSmith.org
5. Target and position
A Positioning Statement makes it easy to describe what your business does.

Question                                                Your response
For (target customer)
Who (statement of need or opportunity)
The (name of product) is a (product category)
That (statement of key benefit - i.e. compelling
reason to buy
Unlike (primary competitive alternative)
Our product (statement of primary differentiation)

For manufacturers who want to save money TechChester’s Manufacturing
Software manages the supplier ordering system more effectively.



                                                                    25
26
STEP 6. TACTICS AND ACTION
CREATE YOUR MARKETING
ACTION PLAN




          SOSTAC® is is a registered trade mark of PR Smith
                                                              27
                          www.PRSmith.org
6. Create your action plan




                         28
STEP 7. CONTROL –
MONITOR, MANAGE AND IMPROVE




        SOSTAC® is is a registered trade mark of PR Smith
                                                            29
                        www.PRSmith.org
Measurement techniques




                     30
Tips to keep the plan moving
1. Start the plan today, not tomorrow.
2. Appoint one person to monitor the entire plan.
3. Hold regular review meetings.
4. If you don’t do it today, your competitors will!
5. If one item is difficult to start, move on.
6. Each quarter, review actions and identify where
   help is needed.
7. Stick to the plan!



                                            31
Summary – questions please!
 1. Understand your    5. Target and
  customers              position
 2. Marketing audit    6. Create your
 3. Create              action plan
  sustainable           7. Monitor, manage
  objectives             and improve
 4. Segment your
  customers




                                      32
Want more?
      Our full 75 page guide includes:
      • 30 Best Practice Tips
      • 35 Strategy Recommendations
      • Many templates
      • 12 page worked example
      • Checklists to share in your
        business


      SmartInsights.com
      http://bit.ly/smartmarketingplans




                                33

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Create a Business Marketing Plan

  • 1. 7 Steps to create a marketing plan Annmarie Hanlon Evonomie® Discover the 7 steps to create a marketing plan for your business, practical advice that works Digital Marketing Priorities 2013 Brought to you by:
  • 2. About Annmarie Hanlon Trainer, consultant, adviser in digital marketing strategy & business development of social media @annmariehanlon 2
  • 3. In 35 minutes  Top level steps from the Business Marketing Planning Guide  Worked through example marketing plan  Lots of templates you can copy  Questions at the end  Please interact using the BrightTALK buttons 3
  • 4. SOSTAC® SOSTAC® is is a registered trade mark of PR Smith 4 www.PRSmith.org
  • 6. POLL  What stage are you at?  I have already created the marketing plan for my business  I am starting to create the marketing plan for my business  I have never created a marketing plan  I created a marketing plan a while ago  I’m just looking for ideas 6
  • 7. STEP 1. SITUATION ANALYSIS UNDERSTANDING YOUR CUSTOMERS SOSTAC® is is a registered trade mark of PR Smith 7 www.PRSmith.org
  • 8. 1. Understand your customers  Why customer insights matter  Resources to capture insights  Know which questions to ask  Why didn’t you buy from us?  Why did you choose us?  Are you willing to recommend us?  What else can we do for you? 8
  • 10. STEP 2. SITUATION ANALYSIS MARKETING AUDIT: WHERE ARE WE NOW? SOSTAC® is is a registered trade mark of PR Smith 10 www.PRSmith.org
  • 11. 2. Marketing audit  Market definition  Buying behaviours  Market size  Current issues  Industry  Global market background  Forecasts  Competitor analysis 11
  • 12. 12
  • 14. POLL  Do you know the approximate market value for your business?  Yes we know the exact value  We have a fair idea  Not really sure 14
  • 15. STEP 3. OBJECTIVES CREATE SUSTAINABLE OBJECTIVES: WHERE DO WE WANT TO GO? SOSTAC® is is a registered trade mark of PR Smith 15 www.PRSmith.org
  • 17. STEP 4. STRATEGY: SEGMENTING YOUR CUSTOMER BASE SOSTAC® is is a registered trade mark of PR Smith 17 www.PRSmith.org
  • 18. 4. Segment your customers  Why bother?  To create market niches  To provide growth for mature markets  To deliver more effective communication  To make the business more efficient 18
  • 20. Ansoff Matrix Use this to identify new business opportunities 20
  • 23. POLL  How many segments does your business have?  I’m not sure  We have 2 segments  3 to 4  More than 5 23
  • 24. STEP 5. STRATEGY: TARGETING NEW CUSTOMERS AND POSITIONING YOUR BUSINESS SOSTAC® is is a registered trade mark of PR Smith 24 www.PRSmith.org
  • 25. 5. Target and position A Positioning Statement makes it easy to describe what your business does. Question Your response For (target customer) Who (statement of need or opportunity) The (name of product) is a (product category) That (statement of key benefit - i.e. compelling reason to buy Unlike (primary competitive alternative) Our product (statement of primary differentiation) For manufacturers who want to save money TechChester’s Manufacturing Software manages the supplier ordering system more effectively. 25
  • 26. 26
  • 27. STEP 6. TACTICS AND ACTION CREATE YOUR MARKETING ACTION PLAN SOSTAC® is is a registered trade mark of PR Smith 27 www.PRSmith.org
  • 28. 6. Create your action plan 28
  • 29. STEP 7. CONTROL – MONITOR, MANAGE AND IMPROVE SOSTAC® is is a registered trade mark of PR Smith 29 www.PRSmith.org
  • 31. Tips to keep the plan moving 1. Start the plan today, not tomorrow. 2. Appoint one person to monitor the entire plan. 3. Hold regular review meetings. 4. If you don’t do it today, your competitors will! 5. If one item is difficult to start, move on. 6. Each quarter, review actions and identify where help is needed. 7. Stick to the plan! 31
  • 32. Summary – questions please!  1. Understand your  5. Target and customers position  2. Marketing audit  6. Create your  3. Create action plan sustainable  7. Monitor, manage objectives and improve  4. Segment your customers 32
  • 33. Want more? Our full 75 page guide includes: • 30 Best Practice Tips • 35 Strategy Recommendations • Many templates • 12 page worked example • Checklists to share in your business SmartInsights.com http://bit.ly/smartmarketingplans 33