Guide to Creating a Comprehensive Marketing Plan

1. Guide to Creating a Comprehensive
Marketing Plan
People often confuse marketing
with advertising, thinking that
they’re one and the same when,
in fact, they’re very different.
Truth is, marketing is a large
umbrella, whereas advertising is
just one component of a
comprehensive marketing
package. In other words, if you look at marketing as a
large puzzle, then the pieces of that puzzle include all of
the following elements:
Market Research
Determine your target audience. The goal of your
marketing package should be to bring your potential
customers and your business together. Determine who
buys your product or service, as in customer
demographics, such as customer age, gender and
educational status.

2. Media Planning
Determine the best combination of media to achieve your marketing campaign objectives. Social marketing, Television, Radio, Newspapers, Magazines, Billboards, Direct mail, Digital advertising, Search Engine Marketing, etc.
Public Relations
Public relations is the opposite of advertising. In advertising, you pay to have your message placed in a newspaper, TV or radio spot. In public relations, the article that features your company is not paid for. Determine how best to shape and maintain the image of your company, organization or yourself in the eyes of your customers.
Pricing
Calculate your budget. Overzealous marketing plans can ruin company budgets if you do not budget for advertising expenses. Spending between 1 and 10 percent of your revenue on marketing is normal.

3. Customer Service
Customer care is at the heart of all successful companies. It can help you develop a loyal customer base and improve relationships with your customers. Strategies like creating an area on your website specifically for them, asking them to come back, returning their phone calls promptly and asking them what you can do to help them are a good start.
Sales Strategy
Your overall sales strategy should include two primary elements: A sales force strategy and your sales activities. Do you plan to use internal or independent representatives - How many - How will you train them? How many sales calls will you make over a certain period of time - How many sales calls will you need to make per sale? etc.
Advertising
Market your product through multiple sources of advertising. Choose sources that allow you to reach your target customer. The most effective way to make an

4. impact in marketing is by employing a strategy that reaches as many potential customers as possible.
Community Involvement
Today's marketing is all about building relationships. Getting involved with your local community is an effective way to make a name for your business and establish vital relationships through various social channels. Whatever events or activities you choose, be sure to publicize your involvement on your website and through your social media channels to attract the online community to your events.
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