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How To Write A Marketing Plan
The document outlines a four-part process for writing a marketing plan, including objectives, analysis, positioning and brand strategy, and executional planning. Key elements include setting measurable goals, understanding competition and target demographics, crafting a unique positioning statement, and developing a comprehensive execution strategy involving budgeting, product focus, and media planning. It emphasizes the importance of a consistent message and dedicating resources to marketing efforts for success.
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How To Write A Marketing Plan
- 1. How to Write a Marke-ng Plan By Doug Fish
- 2. Four-‐Part Process • Objectives •Analysis • Positioning and Brand Strategy • Executional Planning
- 3. Part I: Objec-ves •What do we want to see happen? • How will we measure success? • Goals must be measurable.
- 4. Part II: Analysis •What makes us tick? • What’s up with the competition? • Who are we talking to?
- 5. Self Analysis • Strengthsand weaknesses • Are you a leader in your category? • What do you do best? • Do you sell something that your prospects want? • What makes you better than your competition?
- 6. Know Your Compe--on •Who are your top three competitors? • What are their strengths & weaknesses? • What are they saying about themselves?
- 7. Know Your Target •Who are your ideal customers? • Can you describe them? • Does he know he needs what you sell? • What is her single most important want?
- 8. Part III: Posi-oning •How to stand out: Be Different • Most effective positioning is SINGULAR • What is your elevator speech? • What can you deliver better than the competition? • Is it important to your customers? • Is it a unique claim?
- 9. The Sweet Spot •What does your customer want that you can deliver better than your competition? • Write a positioning statement • Internal marketing mission statement NOT a tagline.
- 10. Part III-‐B: Brand • Ideally built around positioning • Consider your brand personality • Will it resonate with your target? • Create a tagline or slogan
- 11. Part IV: Execu-onal • Budgeting • Product • Creative • Digital • Media • Public Relations
- 12. Budge-ng • Establish annualbudget • Must be sustainable • Based on percentage of projected sales • Include staff time and overhead • 1-10% typical
- 13. Product Strategy • Whichproduct(s) should you focus on? • Highest profit? • Most popular? • Exclusive home of?
- 14. Crea-ve Strategy • CreativeDirection • Graphic Design • Copywriting • Photography
- 15. Digital Strategy • Website •Search Engine Marketing • Email Marketing • Social Media
- 16. Media Strategy • Getyour brand and digital house in order before spending one penny • TV, Radio, Print, Online • Most cost effective way to target customers • Consider geography, demographics, production costs, comfort level
- 17. Public Rela-ons • EarnedMedia • Community Activities • Sponsorships • Trade Shows • Social Media • Blogging
- 18. Final Thoughts • Maintaina consistent message • Have a dedicated person work on marketing every week • Give it time to work
- 19.
Editor's Notes
- #2 FORGE Marketing Summit, Thursday January 27: Branding, Social media, public relations and integrating traditional advertising with digital marketing. How many of you have a written marketing plan? Today you're going to learn some fundamental techniques for writing a basic marketing plan. However, if I could teach you everything you need to know in 45 minutes, my business would be in serious trouble! In front of you is the entire presentation so anyone is bored already, you save yourself an hour. Also you'l find another worksheet called 50 Essential Questions. this is available for free download on our website and follows this same approach but offers more detail.
- #3 Before you ever get ot write a headline or talk to a media rep
- #4 sales, web traffic, store traffic, average sale amount, phone calls, etc
- #5 sales, web traffic, store traffic, average sale amount, phone calls, etc
- #6 sales, web traffic, store traffic, average sale amount, phone calls, etc
- #10 probably the most difficult because it’s hard to judge our own strengths and weaknesses.
- #11 probably the most difficult because it’s hard to judge our own strengths and weaknesses.
- #12 probably the most difficult because it’s hard to judge our own strengths and weaknesses.
- #13 probably the most difficult because it’s hard to judge our own strengths and weaknesses.
- #14 probably the most difficult because it’s hard to judge our own strengths and weaknesses.
- #18 current customers may not be the same as your prospective customers.
- #19 current customers may not be the same as your prospective customers.
- #20 current customers may not be the same as your prospective customers.
- #21 current customers may not be the same as your prospective customers.
- #22 political campaigns do this to the extreme
- #23 political campaigns do this to the extreme
- #24 political campaigns do this to the extreme
- #25 political campaigns do this to the extreme
- #26 political campaigns do this to the extreme
- #27 political campaigns do this to the extreme
- #28 You may have to invent a distinct positioning if you can’t differentiate your product. VISA vs. American Express Dominoes pizza
- #29 You may have to invent a distinct positioning if you can’t differentiate your product. VISA vs. American Express Dominoes pizza
- #30 You may have to invent a distinct positioning if you can’t differentiate your product. VISA vs. American Express Dominoes pizza
- #31 Claim your slice
- #32 All car dealers sell the same cars.
- #33 We could spend all day on branding. If your brand was a person don’t stray to far from your roots or your core beliefs. Your customers won’t believe it. A tagline won’t make you something your not.
- #34 We could spend all day on branding. If your brand was a person don’t stray to far from your roots or your core beliefs. Your customers won’t believe it. A tagline won’t make you something your not.
- #35 We could spend all day on branding. If your brand was a person don’t stray to far from your roots or your core beliefs. Your customers won’t believe it. A tagline won’t make you something your not.
- #36 We could spend all day on branding. If your brand was a person don’t stray to far from your roots or your core beliefs. Your customers won’t believe it. A tagline won’t make you something your not.
- #56 another topic we could spend all day on. Does the ad match the brand and match the business? If you’re not a trained and talented graphic artist... A good artist can make you look as good as you are.
- #57 another topic we could spend all day on. Does the ad match the brand and match the business? If you’re not a trained and talented graphic artist... A good artist can make you look as good as you are.
- #58 another topic we could spend all day on. Does the ad match the brand and match the business? If you’re not a trained and talented graphic artist... A good artist can make you look as good as you are.
- #59 another topic we could spend all day on. Does the ad match the brand and match the business? If you’re not a trained and talented graphic artist... A good artist can make you look as good as you are.
- #60 how many o fyou have seen one of the ads for bofo? chris dudley in his carefree and happy pre-politician days
- #61 If your website is more than three years old it’s probably ready for an overhaul. SEM: fishing trawler story if time Remarketing Email: your customers are a million times more likely to shop with you than anyone else. Social media: could spend all day on this: you should be doing it and you should learn how it works or find someone in your organization to own it. REmember 85% conversation, 15% sales pitch.
- #62 If your website is more than three years old it’s probably ready for an overhaul. SEM: fishing trawler story if time Remarketing Email: your customers are a million times more likely to shop with you than anyone else. Social media: could spend all day on this: you should be doing it and you should learn how it works or find someone in your organization to own it. REmember 85% conversation, 15% sales pitch.
- #63 If your website is more than three years old it’s probably ready for an overhaul. SEM: fishing trawler story if time Remarketing Email: your customers are a million times more likely to shop with you than anyone else. Social media: could spend all day on this: you should be doing it and you should learn how it works or find someone in your organization to own it. REmember 85% conversation, 15% sales pitch.
- #64 If your website is more than three years old it’s probably ready for an overhaul. SEM: fishing trawler story if time Remarketing Email: your customers are a million times more likely to shop with you than anyone else. Social media: could spend all day on this: you should be doing it and you should learn how it works or find someone in your organization to own it. REmember 85% conversation, 15% sales pitch.
- #70 Take the time to meet personally with your local newspaper editor or reporter.
- #71 Take the time to meet personally with your local newspaper editor or reporter.
- #72 Take the time to meet personally with your local newspaper editor or reporter.
- #73 Take the time to meet personally with your local newspaper editor or reporter.
- #74 Take the time to meet personally with your local newspaper editor or reporter.
- #75 Take the time to meet personally with your local newspaper editor or reporter.
- #76 there are no silver bullets in marketing.
- #77 there are no silver bullets in marketing.
- #78 there are no silver bullets in marketing.