5 Steps to an easy to follow marketing plan.

1. Professional Development
provided by PPAI
APRIL 23-25, 2014

2. Plan Your Work.
Work Your Plan.
Put Together Your Marketing Plan.
Paul A. Kiewiet MAS+ CIP CPC
Professional Development
provided by PPAI

3. Professional Development
provided by PPAI
Today’s Objectives…
• What Are You Building?
• Why Are You Building It?
• What Results Will You Measure?
• How Will You Build It?
• What Is The Work To Be Done?

4. • The future you deserve is
right there for the taking.
Grab it.
• Make this about more
than a number.
• Build something that
reflects who you are and
what you stand for.
What Are You Building?

5. • It should stimulate
thinking, communicate
passion and paint a very
graphic picture of the
business you want.
• It should be
about exploration,
creating possibilities and
asking “what if?” and
“why not?”
What Are You Building?

6. • What are you offering? What will
you be known for?
• Where? Are your customers? Your
Presence?
• Who? Are your customers? Your
partners? Your advisors?
• When?
• Why? Why will customers buy from
you? Why will others want to help
you?
• How? How will you finance your
plans? How will you interact with
suppliers, customers, associates?
How will your personal beliefs
impact this business?
What Are You Building?

7. • Describe 3 Things You
Won’t Do.
• Describe 3 Things You Will
Be Known For.
• Describe 3 characteristics of
Best Clients.
• Describe 3 characteristics of
Clients You Will Fire.
• Describe 3 characteristics of
businesses you admire.
• Describe 3 characteristics of
businesses you do not want
to emulate.
What Are You Building?

8. Your Vision Statement
• Vision (What are you Building?)
XYZ Promotions helps people flourish and makes marketing
fun and easy through sincere, resourceful and personalized
service.
• To create a peaceful, abundant life with confidence, patience
and passion as I build ABC Promos by providing influential
tools for building brands and businesses with the most cost-
effective, memorable and long-lasting solutions to results-
oriented, trusting and trust-worthy people and organizations .
ABC Promos will be appreciated and respected for
demonstrating high standards of creativity, design excellence,
innovative thinking, loyalty, honesty, dependability and value-
creation.

9. Your Vision Statement
• “Your Name” Promotions is an expert resource and partner
that
– • helps you recruit, retain and engage happy productive
associates
– • comes up with “knock-your-socks-off” creative ways to attract
and keep happy customers,
– • is always looking for cool ideas that will build your brand and
presence
– • does what it takes to make you and your company look good
• Example Promotions is a creative organization that…
• • Promotes Business, Boosts Morale and Rewards Customers
• Is known for delivering honest, innovative solutions, high-quality
dedicated service and a memorable experience,
• Does what it takes to make our customers look great in the office and
on the playing field…through recognition and promotions.

10. • Describe the purpose for
which your product, service
or business exists.
• Make it short and
memorable.
• It should communicate your
company’s focus and what
is being provided to
customers.
• It should answer the
question, “Why will
customers buy this product
or service?”
Why Are You Building It?

11. • 1. Why will customers buy
your company’s product or
service?
• 2. What is your company
committed to providing your
customers?
• 3. What can your company
promise?
• 4. What passions are you
trying to satisfy by building
this business?
Why Are You Building It?

12. • What’s in it for your
customer?
• What does it do for your
soul?
• What values will drive
your business?
• What’s the highest good
that this business can
achieve?
Why Are You Building It?

13. Your Mission Statement
• We listen to you and go to work to create memorable, worry-
free solutions to earn your trust and help you build your
organization through promotions and recognition.
• Conscientious, responsive and professional, ABC Promos
makes promotional marketing a fun and beneficial experience.
• Our mission is to help our clients be more successful by
adding value to their sales, marketing and branding efforts.
• We create unique and creative solutions that help businesses
grow!
• We make you look good through any means possible.

14. What Results Will You Measure?

15. • Whereas your vision
statement is expansive and
idealistic, and your mission
statement is short, powerful,
memorable and customer-
oriented — your objectives
are designed to focus your
resources on achieving
specific results.
• The purpose of a well-
defined objective is to cause
meaningful action.
What Will You Measure?

16. • What would you like to
celebrate?
• Where does success
come from?
• What does success look
like?
What Will You Measure?

17. • Financial
• Sales and Marketing
• People
• Personal
• Efficiency
What Will You Measure?

18. Objectives
• By This Specific Future Date
• XYZ Promo will be working with at least 200 clients
• XYZ will have gross sales revenue greater than $450,000
annually.
• XYZ will open four new Bigger Accounts with over
$30,000/yr budgets.
• XYZ will have an annual income of over $100,000.00
Objectives: (What will you measure?)
Achieve 2013 sales of $300,000, increase to $500,000 in
2014
Improve overall profit margin to 40% in 2013
Open one new Association account in 2013

19. Objectives
OBJECTIVES What Results Will We Measure?
• Achieve $600,000 total sales in 2014, $675,000 in 2015,
$750,000 in 2016, $850,000 in 2017 and $1,000,000 in 2018.
• Obtain Certified Advertising Specialist Designation in 2015 and
Master Advertising Specialist Designation in 2017.
• Identify ten current clients and grow business within these
accounts by 10% each year.
• Identify and maintain ten “target” prospects and turn three of
them into new clients each year.
• Retire lines of credit and loans by December 31, 2015
• Reward and inspire employees by bringing them to PPAI Expo
2016.
• Develop five sports industry clients (Professional, Major, Minor
League, Amateur, Club Levels)

20. • Strategies set the direction,
philosophy, values and
methodology for building
and managing your
company.
• They set the basis for not
only your to-do list but your
stop doing list and don’t
even think about it list.
• Strategies answer the
question, “What will make
this business successful
over time?”
How Will You Build It?

21. How Will You Build It?

22. • Describe Your Best
Customers
• How and Where Do They
Buy From You Now?
• How and Where will they
Buy From You in the
Future?
• How do you plan to
promote to each category
of customer?
How Will You Build It?

23. • What is currently working
for you?
• How can you improve it?
• What isn’t working for
you?
• Fix it or forget it.
How Will You Build It?

24. • Identify 3 issues that are
limiting your growth?
• What is the root cause?
• What needs to change?
How Will You Build It?

25. • How the business will be
built and managed?
• How will you capitalize
on market opportunities?
• How will you solve your
critical issues?
• It should build on the
successes and overcome
the current limitations
affecting the business.
How Will You Build It?

26. Strategies
Strategies: (How will this business be Built?)
• Reconnect and reactivate client lists and contact lists from past.
• Focus on associations serving small to mid-size industries and their
member companies.
• Develop trusted advisors to keep me focused, accountable and on-
track.
• Utilize existing resources to maximum potential.
• Organize office and activities for maximum exposure to clients and
prospects.
Develop a series of workshops, white papers and customer luncheons to position
ABC Promo as a promotion marketing expert.
Participate in healthcare industry trade shows and fairs and advertise in hospital
trade publications.
Sell total solutions and programs rather than products.

27. Strategies
• Strategies (How will you grow this business?)
• 1. I will identify prospects who can spend $30,000 or more annually on promotional
products and create targeted messaging to open up conversations with them.
• 2. I will focus my marketing efforts on industries and services where I have a proven track
record of success. (Senior services, ambulance, EMT, medical, hospice, etc.)
3. I will position XYZ Promo as the preferred promotional products vendor for (Major
Account) with valuable tips and ideas for making franchisees more successful and
effective.
4. I will spend my time on larger projects to increase my average order size and to reduce
the number of orders that are less than $300.00.
5. I will create and implement a structured referral program to generate more business
within existing accounts and industries.
6. I will make a conscientious effort to add “fun” and positive emotions to every interaction
with clients and prospects.

28. • Plans are the specific
actions that must be
implemented to achieve the
objectives.
• Each should relate to an
objective and a strategy,
should be action oriented,
specific and have
deadlines.
• The intent is to keep focus
on the important but not
necessarily the urgent
tasks.
What is the work
to be done?

29. List six projects that would
make a big difference in
your business. Tie them to
an objective or a strategy
and then answer these
questions:
• 1. What impact would
completing the project
have?
• 2. How will you measure the
results?
• 3. What are the next three
steps?
What is the work to
be done?

30. • Which objective or
strategy does it relate to?
• What is the project that
needs to be completed?
• When does it need to be
completed?
• Who or what resources
are needed?
What is the work
to be done?

31. Plans
Plans (What is the work to be done?)
1. Review website - upgrade the experience to make it fun and worthwhile and informative for visitors.
Upgrade the shopping experience.
2. Define target accounts and deliver marketing based on rating.
– 2.1. A = Top accounts and prospects with potential to spend more than $10k per year
– 2.2. B = Accounts with potential to spend $2500 - $10k per year
– 2.3. C = Undefined prospects and low level existing clients.
– 2.4. A level prospects will receive 1 email per month, two creative direct mail campaign per year, six sales calls and
invitation to lunch or a special event. Totally personalized calendar mailing late in 2014 with prospects name
imbedded.
– 2.5. B level prospects will receive 1 email per month, one direct mail piece per year, six phone or sales calls.
– 2.6. C level prospects will receive 1 email per month.
3. Plan monthly mailings. Make the content relevant, fun, interesting and reflective of personality and
Vision and Mission. For example: January - Hot new products and trends for 2014; February - Earth
Friendly and Eco promotions leading up to Earth Day; March - Made in America; April - Golf and
outdoor living; etc.
4. Social Media Strategy - consistent engagement through LinkedIn, reinforce the FUN factor. Repost
valuable content. Spend one hour per week on blog, YouTube, SlideShare, FB, LI and Twitter.
5. Send out a Spec Sample or a Virtual Sample to two A-level prospects and to 1 B-level prospect every
week.
6. Send out cards (SendOutCards.com) to every person met with each week.
7. Solicit testimonials from happy customers and share them on website, social media and emails.
8. Reward those who refer us to others. Establish a referral program.

32. • Vision Statement
• Mission Statement
• Objectives
• Strategies
• Plans
Your Simple Marketing Plan

33. Paul A Kiewiet MAS+
paul@brandkiwi.com
http://www.create2bgreat.com
Follow me on Twitter: @paulkiewiet
Let’s connect on LinkedIn
269-806-4489
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