The document provides a marketing plan framework and guidance for creating a marketing plan. It outlines key sections of a marketing plan including defining the market opportunity, identifying target customer segments and verticals, crafting messaging and value propositions, detailing unique differentiators, outlining key activities, and mapping activities to a calendar. The guidance emphasizes understanding customer pain points and tying benefits directly to solving those pain points.

1. I saw a question on sharing a marketing plan.
I’ve been asked this a lot (and created quite a
few) over the years for a lot of successful
products, programs, and organizations. I thought
I’d share how I’ve always done it and give you
both the framework and some pointers on how to
Time Period of Plan do the same for whatever you’re trying to market.
In the interest of time, I’ve shared my own plan.
(usually one year) However, I’ve used the same framework/method
for associations, technology companies, an
individual product, an individual program, and
Name of Organization, even to market an individual person. The
framework stays the same—just change the
specifics based on what it is that you are trying
Product, Program or to market.
Service that You Will The one piece that I didn’t cover was on pricing,
which—I think—is a whole slideset unto itself.
Market Good luck!

2. Market Opportunity First: Take the time to
really outline/define and
refine the market
opportunity. Get clear—
and get everyone else
What is the size of the market opportunity: clear—on where you will
-in terms of revenue amount be successful and where
you won’t. You are
-in terms of unmet needs looking for least risk for
-in terms of # people/buyers/donors/members/attendees biggest return situation
Are there geographic boundaries? Time zone considerations?
Are there seasonal effects (periods of time during a calendar year when people do/don’t
buy or engage?)
Who are the competitors? How much of the market is available to win?

3. Market Opportunities by Next: Slice up
your market so
Segment & Vertical that you can
easily identify
where you fit.
Segment 1: e.g. Segment 2: e.g. Segment 3: e.g.
Identify sub-
Corporations Non-Profit Government verticals, if
Vertical 1: e.g. Health X X X needed
Vertical 2: e.g. X X X
Education
Vertical 3 X
Vertical 4 X
Vertical 5 X X X
Vertical 6 X X X
Vertical 7 X X

4. Write down the sentence(s)
Messaging of Your
that describe your value
proposition and unique
identifiers to the marketplace.
Program/Product/Service
For example, mine are:
1. etouches is an innovative brand of SaaS-based event software
2. etouches is the first event software built by event planners instead of technologists
3. etouches has been global in software functionality and support since the inception of
the company: in software and service support
4. Designed to scale and to handle complexity
5. Designed to work the way that meeting planners think and plan events

5. Next Step: Clearly
outline the actions you
need to take for your
etouches Product Line
product, program or
service. Here’s mine:
1. Establish etouches as an innovative brand of SaaS-based event software
2. Develop and tell a compelling and differentiated story for etouches: # modules,
specificity of the modules
3. Establish consistent communication channels with target audiences through direct
and indirect marketing and PR (including social media)
4. Cultivate relationships with potential reseller partners
5. Develop an education-based thought leadership program
6. Grow the customer base from X to Y organizations within the vertical

6. Brand Elements & Rationale
Elements Rationale
• Touch • To date, target audience has been
• Pink for energy, innovation and terrorized and abused by
warmth technology options
• Love and comfort • Available software is outdated and
• Delightful and light-hearted geared towards transactions, not
• Utilitarian: benefits the entire end user experience
organization • Competitor tech companies focus
Next: I like to write down the brand elements that will
on feature/function, technobabble
be included in my GTM plan and why I’m and integration
highlighting some (and perhaps not others).
Providing written rationale allows you to identify
•Solve the organization’s pain of
some of the psychological elements are critical to ensuring a wonderful event
your GTM and will drive your campaigns. Without
this, you often get marketing “fluff” campaigns that
experience from start to finish
are not tied to any identifiable pain/want and are, through superior service-inspired
therefore, not compelling
products

7. Key Differentiators
Corporate Product
-event management origin -highly flexible to allow for infinite
configuration to meet specific needs
of event marketers
Next: Take the time to
-global -truly multi-tenant, SaaS-delivery
write down how your
-400 customers with a 90% renewal -localization and globalization program/product/service
is TRULY different.
rate
-exceptional service -integrated apps allow you to keep The only thing that
flow-through of people and budgetingcounts is what stands out
and is worthy of a
for cross-planning and reporting.You conversation.
can clone for next year!
Don’t spend time on that
-investor-backed firm -24 languages/multi-currency which is standard,
expected or a commodity

8. Pain Points Solved by etouches
• Events represent the majority (typically over 75%) of an association’s revenue
for the year and is the #1 way to recognize donors (npo) Next: Write down what your
product/program/service SOLVES.
•Event experience begins with registration/purchasing Don’t start writing benefits before
taking this step!!! Tie benefits to
pain points that you eliminate.
•Organizations have had, to date, little control and
outdated tools for creating an enjoyable interactive experience for users
•Organizations typically brace for event registration season to prepare for
inbound calls for help with login, registration issues, etc
•Organizations have had to let their brand suffer for the sake of technology: the
transaction, not the person, has always been the priority
•Events are understaffed and produced through a multitude of tools by staff that
are not trained, supported nor have advanced technical skillsets

9. Keys to Success for Association/Nonprofit
Identify what your keys to success
will be in a given market
1. Price
2. Transparency
3. Multi-use across departments
4. eHome to replace current websites or team sites
5. Ready and Available Now
6. Big Brand For-Profit Organizations Rely on etouches
7. Relationship-Based Business
8. Global: multi-currency, multilingual
9. Component Events: can be used for chapters, committees, sections, etc

10. GTM Marketing Mix
Identify which mix of
marketing
1. Public Networks: Twitter, Facebook, LinkedIn communications
2. Email marketing means/channels that you
will use to create demand
3. Direct mail
4. Speaking Engagements
5. Webinars
6. Small hosted events (lunch-n-learns, cocktail hours, breakfasts)
7. Tradeshows
8. Banner ads
9. Content: Articles, White Papers, Surveys

11. Marketing Activity Calendar
Next: Finally, start to map out your
various, specific activities you’ve
identified in your GTM demand creation
mix into the calendar year.
Use a Marketing Calendar like that
provided by Brandeo:
http://brandeo.com/2010-marketing-
calendar-template-free-download

12. Hope that helped!
Send questions/comments or requests to:
Suzanne Carawan
etouches
scarawan@etouches.com
703.431.2208
Twitter: @suzannecarawan
LinkedIn: /suzannecarawan
Facebook: /suzannecarawan