how to write a marketing plan

HOW ABOUT A MARKETING PLAN THE STEPS TO CREATING YOUR OWN MARKETING PLAN

2010

WHAT IS MARKETING?

“Marketing is the delivery of customer satisfaction at a profit.”

The 4 P’s The 4 C’s Product Customer Solution Price Customer Cost Place Convenience Promotion Communication

WHAT WILL A MARKETING PLAN DO FOR ME?

  Help you establish goals   Force you to look at your competition   Take a process approach to your business   Add discipline   Drive strategy   Create parameters for helping to make informed decisions   Help produce results

GETTING STARTED: KEY COMPONENTS

Situation Analysis

Marketing Strategy

Sales Forecast

Expense Budget

MARKETING PLAN COMPONENTS: BREAKING IT DOWN

  SITUATION ANALYSIS   Market Summary

  What is the market?   What are the trends   Who is my customer

  SWOT Analysis   Strengths   Weaknesses   Opportunities   Threats

  Competition

Situation Analysis

Marketing Strategy

Sales Forecast

Expense Budget

SWOT ANALYSIS

MARKETING PLAN COMPONENTS

  MARKETING STRATEGY

  How do you plan to reach your goals?

  Focus on your strengths and opportunities

  What is your value proposition?   What are the main

benefits you offer   Who is your target

customer   What price

Situational Analysis

Marketing Strategy

Sales Forecast

Expense Budget

Situational Analysis

Marketing Strategy

Sales Forecast

Expense Budget

EXAMPLES OF VALUE PROPOSITION

Your plan should support your value proposition

  EXAMPLE: Michelin Tires: Offers safety conscious parents greater security in tires, at a premium price.

  EXAMPLE: Quickbooks: Offers user friendly, dynamic accounting software at an affordable price point for small business

FURTHER DEFINING VALUE THROUGH THE CUSTOMER’S EYES

  What does the customer get from me that he/she doesn’t get anywhere else

  Find the value you create for the customer

  HOW TO ACTIVITY: 1.  List all of the business problems your offering solves for

customers 2.  Highlight those problems you solve better than anyone

else

THINK ABOUT BENEFITS

Features   Six cylinders   Four cup holders   Leather seats   Reclining seats   On-board GPS   Airbags

Benefits   Powerful   Storage   Prestige   Comfort   Convenience   Safety

IDEAL CUSTOMERS: DO YOU KNOW WHO THEY ARE?

  What are their attributes? List them.   Where can you find them?   Helps you figure out your market potential and growth

potential

ONE PAGE MARKETING PLAN: GETTING STARTED

  Get started by focusing on one to three key objectives   Be a leader in those areas   Own a feature your market highly values   Develop one strong marketing message that communicates

your leadership and position   Make sure all communications support that message

CRAFT YOUR “ELEVATOR” STORY

  A brief explanation that describes:   Typical problem you solve best or better than your competition   How you helped and what was unique

Problem you solve

•  A simple paragraph

Elevator Story

Unique way you help

ELEMENT THREE’S ELEVATOR STORY

“Element Three is like having a marketing department in house that’s capable of assessing the situation and giving you the right blend of marketing insight, brand clarity, and creativity to meet you goals. We ensure you spend your resources on the highest impact activities and can show results for your marketing efforts.”

DEMAND CREATION TACTICS

•  Websites, email marketing, SEO, webinars, Angie’s List

On line media

•  Facebook, My Space, Twitter •  Blogs

Social Media

•  Tradeshows, conferences, workshops, speaking engagements Events

DEMAND CREATION TACTICS

•  Press Releases, news coverage, article placement, sponsorships

Public Relations

•  Print, newsletters, publications,programs Advertising

•  Word of mouth, video, YouTube Viral

SUM IT UP : STEPS TO A PLAN

  Define Product Offering   Price   Budget   Target Markets   Competition   Goals   Strengths, Weaknesses, Opportunities, Threats   Strategies   Tactics   Promise   Message

QUESTIONS

ofnote@discoverelementthree.com or call 317-879-9592