The document provides guidance on developing an effective marketing plan in 10 key elements: 1) statement of purpose, 2) situation analysis, 3) marketing objectives, 4) overall marketing strategy, 5) marketing mix tactics, 6) market research program, 7) financials, 8) timing, 9) measuring results, and 10) appendices. It emphasizes the importance of clear goals and strategies, understanding the current market situation, and adapting the plan over time based on research and results.

1. + Tourism Enterprises http://flickr.com/photos/ahron/215288622/in/photostream Marketing Planning How to Develop a Practical Marketing Plan

2. Market Planning Planning for the future helps ensure there is one What every organisation should be asking Where are we now? Where should we be or do we want to be? How do we get there

3. ‘ Why Plan? Provides clear set of actions Helps establish priorities Action prompt for others Sets measurable goals Helps with budgeting Sells new and innovative products Gives the organisation continuity Test against overall organisations strategy Provides a sense of control

4. Key Elements 1. Statement of Purpose 2. Situation Analysis Organisations Situation Target Markets Customer needs & wants Key factors for success Competitor Analysis Competitive Advantage Trends SWOT 3. Marketing & Organisations Objectives 4. Overall Marketing Strategy 5. Marketing Mix Tactics Product Price Promotion Distribution 6. Market Research Program 7. Financials 8. Timing 9. Measuring Results 10. Appendices

5. The Organisations Reasons for being General Statement about the organisation What you do “ A is the B that does C for you” BENEFIT related The Warehouse - “Where Everyone Gets a Bargain” 1. Statement of Purpose

6. “ Where are we now?” The Organisation Target Markets (Segments) Customers needs and wants Key factors for success Competitor analysis Market trends Social Environmental Economic Regulatory SWOT Strengths & Weaknesses Opportunities & Threats Assumptions Key issues 2. Situation Analysis

7. 3. Objectives 12 months 5 years (longer term) Should be: written specific time bounded measurable believable and achievable Shorter term objectives should dovetail into longer term objectives

8. 4. Marketing Strategy/ies How will we get there generally Product strategies eg. new markets/segments for existing products core business new products for existing market totally new product Product mix strategies eg. products/services that always sell well products or services that are currently experiencing high uptake Products or services where demand has gone Positioning Strategy eg. price cheapest most expensive best value for money middle of the road Competitive Cost leadership focus differentiation

9. 5. Tactics “ How will we get there specifically ” Product Price Promotion Advertising (include Internet) Direct marketing eg. mail order Sales Promotion Personal Selling Publicity PR (incl. Sponsorship) Message Media (Place) Distribution

10. 6. Market Research “ What information do we need?” Customer Feedback awareness satisfaction Your own organisations performance KPI The Market Primary Secondary Research Continually Make use of 3rd party research Research is time & money well spent!

11. 7. Financials Marketing Budget 3% - 6% of turnover Advertising 50% Publicity (‘free’ media) 5% PR 5% Promotions 40% Previous P & L statements Member/Sales forecast Cash flow forecast/s Projected P & L Capital expenditure forecast Consider alternative scenarios eg. optimistic, pessimistic, realistic

12. 8. Timing Plan your activities well in advance Always look several months ahead and refine/update as you go. Do NOT leave things until the last minute! Assign responsibilities Time your spending (cash flow) Plan for capacity vs sales graph consider whether it is cost effective to target down-times

13. 9. Measuring Results “ How will we know if we got there, and if not, why not?” Record feedback ‘ Code’ adverts Record where people heard about you questionnaire phone encourage feedback Measure cost-effectiveness consider flow-on effect

14. 10. Appendices Income statement Member number growth Advertising copy Manufacturing/supply cost estimates Legal approvals (eg. copyright)

15. Tips Be realistic Be consistent Be relevant Involve all your staff and members (and even some of your best customers!) Be flexible Read widely Be ‘objectives-specific’ Use as ‘work-in progress’