New Incite's presentation to UCLA students who are faced with preparing the marketing portion of their business plan. It was fun!

1. 1 Secrets of Successful Marketing Plans Presented to UCLA Extension Class “Developing a Business Plan” April 27, 2010 by Jennifer Beever Certified Management Consultant Twitter: cmo4hire

2. 2 Without a Marketing Plan “Fail to plan and plan to fail” Waste marketing dollars Ignore existing customers Miss new market opportunities Miss complementary products/services Reactive mode, rather than Proactive

3. 3 With a Marketing Plan Integration increases response rates Create and build your brand Focus on most profitable markets Increase customer satisfaction Make more money more efficiently

4. Topics Marketing Paradigm Shift Strategic Planning Models Customer Centric Marketing Integration Results Orientation Inbound Marketing 4

5. 5 Key Elements of Successful Marketing Plans Targeted, customer-centric Strategic Integrated Results-oriented

6. Marketing Change 6

7. Old One to many Synchronous “Push” marketing Geographic barriers Unique Selling Proposition Sales funnel 7

8. New Many to many Asynchronous “Pull” marketing Geographic boundaries fall UBN: Unique Buying Need Buying funnel 8

9. 9 Old Marketing Paradigm The Sales Funnel Leads Sales Cycle Sales Revenues

10. 10 New Marketing Paradigm The Buying Funnel Prospects Buy Cycle Customers

11. 11 Strategic Marketing Uses Market Research Competitive and Customer Intelligence SWOT Product life cycle Demographics, psychographics… Marketing Personas! Based on business vision, mission, goals

12. 12 Define Marketing Position Target Market Profile Customer Analysis/ Involvement Industry Drivers Position Competitive Analysis Strategy

13. 13 Competitive Analysis P r i c e Performance

15. Legal legacy

16. Stakeholder comm

17. Fledgling distrchannel

19. Seasoned sales consultants

21. Sell cycle variability

23. Increasing emissions regulations

25. Legal legacy

26. Stakeholder communications

27. Fledgling distribution

29. Seasoned sales consultants

31. Increasing emissions regulations

33. Increase sales, raise capital

34. Improve communications

36. Brand and position well

38. Sales training for distributors

40. Sell cycle variability

42. I.D. and communicate sales cycle and ideal prospect

44. 17 Based on vision, mission, goals On-Going Branding, Customer Retention Direct Response Marketing: Offline and Online, Direct Mail, PR, Ads, Trade Shows Collateral Design: Logo, Web Site, Brochures Company Vision, Mission, and Goals

45. 18 Benefits of Strategic Marketing Intelligent decision making Tied to business objectives Aware of industry, competitors

46. 19 Customer-Centric Marketing Market research Focus! Niche marketing Know your customers

47. 20 Customer-Centric Marketing Identify industry concentrations Identify profitable customers Maintain accurate database

48. 21 Customer-Centric Marketing Survey customer satisfaction Know defection rates Survey customer needs - new products Frequent communication (6-12/yr.)

49. 22 Customer-Centric Marketing Greater return on investment Increases market responsiveness Helps increase market share Closer to customers

50. 23 Integrated – Response Compression Trade Show Website Ad Brochure Telemarketing Article Direct Mail Seminar

51. 24 Integrated – Response Compression Trade Show Website Ad Brochure Telemarketing Article Direct Mail Seminar

52. “Old” SEO(still working) Meta Tags Content - rich with keywords Links Changing content – dynamic sites 25

53. New SEO = SMO Web Site Blog 26

54. 27 Results-Tracking in the Marketing Plan Every activity must be measurable Results must be forecast Results must be tracked to plan

55. 28 Results Tracking Marketing Continuum Strategic Planning Tactical Planning Implementation Results Tracking

56. 29 Results Tracking Number of leads Source of leads Number of sales by source Sales revenue by source Conversion rate Cost per lead

57. 30 Results Tracking – example OC Reg. Ad Phoenix Trade Show Direct Mail Referrals

58. 31 Benefits of Results Tracking Better decision-making ROI-based marketing Maximize marketing investment

59. 32 Create Your Marketing Plan Research markets and competitors Know your customers Determine your strategy and position Plan and budget marketing activities Track and measure results Revise and refine as you go

61. Strategic Marketing Consulting

62. Are you doing the right marketing?

63. Are you marketing to the right people?

64. Are you getting the right results?

65. Marketing Presentations

68. www.searchenginenews.com

70. www.toprankblog.com

71. www.BusinessBloggingPros.com

72. Guy Kawasaki 10-20-30 Presentation (must see!)http://www.youtube.com/watch?v=liQLdRk0Ziw