The document outlines the marketing process, which begins with ideation to determine new or enhanced products and services for customers. It then discusses setting high-level goals and detailed objectives with metrics to ensure success is measurable. Determining the target market and planning the strategy are also covered. The process involves writing a marketing plan, executing it, and measuring success to determine if other efforts should follow.

1. The
Marketing
Process
By Terry Burris
September 18, 2015

2. Overview
• Ideation
• Set high-level goals
• Plan detailed objectives with metrics
• Ensure your success will be measurable
• Determine your target market(s)
• Plan your strategy
• Write your marketing plan
• Execute your plan
• Measure your success

3. It all starts with a
great idea…
and a lot of
thought.

4. Ideation
Do your best to determine what your customers want next:
• Enhance an existing product or service
• Create a new product or service which fills a need
• Market an existing product or service
• Offer a discount on an existing product or service

5. Set high-level goals
• Increase brand awareness
• Advise your customers that your employees contribute to
the community
• Triple current sales
• Increase hits to the website

6. Plan detailed
objectives with
metrics
Examples:
• Increase website hits by 40% in the
month of July.
• Increase gross sales by 25% in 1
month - from November 15 to
December 15, 2015.
• Publish a newspaper article
monthly about how the company
employees give back to the
community.

7. Ensure your success will be measurable
• Put the proper tools in place for reporting
• For website hits, use Google Analytics or a similar tool
• For sales figures, request reporting internally
• Consider reporting on customer reviews of your products
and services

8. Determine your
target
market(s)
Examples:
• 12 to 18-year-olds with a
mobile phone or device
• Households within a 20-mile
radius of a specific store

9. Plan Your
Strategy
• Engage any outside vendors, artists,
business analysts, developers, etc.,
needed for the project
• Secure any budgetary funds needed
• Estimate the value of the effort
• List separately the strategy and
marketing techniques to be used for
each effort
• Learn the demographics for the target
market(s) you have chosen

10. Write your marketing plan
• This plan must contain all the details for the effort(s) at
hand.
• Include the reasoning behind each decision.
• Prioritize each marketing effort within the document, to
provide guidance for any unforeseen budgetary issues.

11. Execute your
plan • Follow the plan as it was laid out
in the Marketing Plan document.
• Treat newer ideas as future
possible efforts.
• Watch, wait, and document.

12. Measure your
success
• Evaluate the launched effort
• Discuss any lessons learned with
team
• Determine whether other efforts
should follow and when
• Add notes from all of the above
to the original Marketing Plan

13. Questions?