March BG DIG: Marketing Planning 101


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March BG DIG: Marketing Planning 101

  1. 1. Marketing Planning 101Building the instruction manual for the toolbox<br />
  2. 2. TheWerkshop Philosophy<br />Marketing as a discipline is really a box of tools. The marketing plan is its instruction manual.<br />Advertising – hammer<br />PR – flashlight/megaphone<br />Web presence – magnifying glass<br />Events – painter’s tape<br />Direct mail – screwdriver<br />Analytics – measuring tape<br />Loyalty programs – glue<br />Social Media – tacks, nails, staples<br />
  3. 3. It’s backwards…<br />Most people start with the tools.<br />Most people start putting together the furniture without looking at the instructions.<br /><ul><li>As much as it hurts – you have to start with the instruction manual.</li></li></ul><li>Have a plan. Follow the plan, and you'll be surprised how successful you can be. Most people don't have a plan. That's why it's easy to beat most folks.<br />- Paul "Bear" Bryant, football coach, University of Alabama's Crimson Tide.<br />
  4. 4. Building the instruction manual.<br />Step 1: Identity Crisis<br />Knowing who you are.<br />Mission<br />See handout.<br />
  5. 5. Building the instruction manual.<br />Step 1: Identity Crisis<br />Knowing who you are.<br />How you measure success<br />Core Values<br />
  6. 6. Building the instruction manual.<br />Step 2: Soul Searching<br />Knowing why you exist.<br /><ul><li>Solving a problem (Diaper Genie)
  7. 7. Identifying a need (SIDS monitors)
  8. 8. Studying the market
  9. 9. Learning industry characteristics
  10. 10. Responding to competition
  11. 11. Demographic trends </li></ul> (Graco Zen furniture line)<br /><ul><li>Being sensitive to lifestyle changes (Pack N Play)
  12. 12. Supporting emerging consumer habits </li></ul> (organic Gerber baby food)<br /><ul><li>Watching emerging popular trends (DHA additive)</li></li></ul><li>Building the instruction manual.<br />Step 3: The Recon Mission<br />
  13. 13.
  14. 14. COMPANY IDENTITY<br />LOGO:<br /><ul><li> When was the logo created?
  15. 15. What do you like and dislike about it?
  16. 16. Is it practical to use?
  17. 17. Is the logo meaningful? Are the colors meaningful?
  18. 18. Does it set you apart from your competitors?
  19. 19. Does it set you above your competitors? Why?
  20. 20. Does it represent who you want your company to be?</li></ul>TAGLINE:<br /><ul><li> Is there a tagline? What is it? </li></ul>TONE & MESSAGE:<br /><ul><li> Do you feel that the logo represents who you are to your existing customers and your prospects?
  21. 21. Does it speak effectively to the services you offer?</li></li></ul><li>MARKETING INVENTORY<br />This is an exercise meant to capture a snapshot of your company’s marketing history. Please fill in the grid with information as far back as is applicable. Be brief, but give information on what was done and whether or not you noticed a result – positive or negative. if possible, bring copies of any printed material, scripts, brochures, etc. to your strategy session.<br />TRADITIONAL MARKETING<br />
  22. 22. ONLINE MARKETING + SOCIAL MEDIA <br />What do you have planned for the future that we need to know about?<br />
  23. 23. PRODUCTS/SERVICES<br /> <br />General overview: (A few sentences on who your company is and what you do – in your words.)<br /> <br /> <br /> <br /> <br />Market area(s): (Where are your customers now? Where do you want them to be?)<br /> <br /> <br /> <br /> <br /> <br />Revenue streams: (How you make money… what do you charge for?)<br /> <br /> <br /> <br />HISTORICAL TIMELINE – any major events we need to know about? Tell us when you opened, if you’ve moved, your largest sales day ever, etc. <br />Year:<br /> <br />Year:<br /> <br />Year:<br /> <br />Year:<br />
  24. 24. Building the instruction manual.<br />Step 4: Goal Setting<br />Be specific.<br /># new clients<br />Sales growth?<br />Entry into new market segment?<br />Revenue growth?<br />Questions to ask yourself.<br />Is there a deadline?<br />Is it measurable? How? When?<br />Who is holding you accountable?<br />
  25. 25. Building the instruction manual.<br />Step 5: Identify your message<br />Write it down – do a messaging exercise<br />Plan your content<br />Campaigns, promotions, advertising, social marketing<br />
  26. 26. Building the instruction manual.<br />Step 6: Circle of Trust<br />Knowing who your friends are.<br />Who are your COIs? Write them down.<br />Family<br />Friends<br />Professional relationships<br />Mentors<br />Business associates<br />Strategic alliances<br />Partnerships/Sponsorships<br />
  27. 27. Building the instruction manual.<br />Step 7: That’s So2009!<br />Knowing that you are still current.<br />Verify it with Marketing Research<br />
  28. 28. Building the instruction manual.<br />Step 8: Put it all together<br />Plan outline<br />Situation Analysis<br />Goals<br />Strategies<br />Tactics<br />Exhibits<br />
  29. 29. Good plans shape good decisions.<br />- Lester Robert Bittel (b.1918), writer<br />
  30. 30. Thank you!<br />