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M a r k e t i n g P l a n s F o r G i r l s © W O R K B O O K

How to create a ’10 minutes a day’ simple, effective marketing plan that will generate sales and boost your business

Claire Mitchell :: The Girls Mean Business :: www.thegirlsmeanbusiness.com

Marketing Plans For Girls ®

©2012 All Rights Reserved :: Claire Mitchell – The Girls Mean Business ::

www.thegirlsmeanbusiness.com

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WELCOME Welcome to The Girls Mean Business and your chosen workshop: Marketing Plans for Girls!

I am delighted to have you as a student and am looking forward to taking you through your workshop.

How to get the most out of this One Hour Girl Power training:

We’ll be working through this workbook on your webinar. To get the most out of it I advise that you print it out and have it in front of you while listening to the webinar. I will refer to it throughout the workshop and there are places on the pages where you can make notes for reference later.

The workbook contains a marketing plan and activity plan template at the back, as well as a completed example of each. These are for demonstration only – you can either follow the example or make it your own. The main thing is that it works for your business. As with all learning, take from it what works for you and park the rest!

This is a great investment – your business will thank you for it!

PS: we have lots more One Hour Girl Power webinars on other essential marketing topic in our Success Store on our website – why not take a look?

Kind regards,

Claire Mitchell,

The Girls Mean Business.




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MY BIG NUMBERS My Business Big Numbers are as follows:

Over the last 12 months I have achieved the following:

Amount in £ or $ of Sales

Amount in £ or $ of Profit

Number of Sales Transactions

Number of Customers

Other Big Number Measure for me

Over the next 12 months I would like to achieve the following:



Number of Sales Transactions

Number of Customers

Other Big Number Measure for me




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Divide these figures by 12 to give you the monthly amount/quantity of each that you need to achieve to hit your BIG NUMBER targets:

BIG NUMBER 1 2 3 4 5 6 7 8 9 10 11 12



No. Sales Transactions

Number of Customers

Other Measure for me

How does this feel?

Achievable?

Stretching?

Do you need to revise them?

Or can you step up your game? J




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MY IDEAL CUSTOMER

• Where does she live? Area? Type of House? • How old is she? • Does she have children? • Other caring responsibilities? • Does she work? • What type of job does she have? • In what type of company? • If she doesn’t work, how does she spend her time? • How much does she have/earn? • How does she spend her spare time? • What does she read? Papers/mags/books? • What does she watch? • Where does she shop for food? • Where does she shop for clothes? • What does she spend her money on? • Where does she go on holiday? • What is important to her? • What doesn’t she have enough of? • What problems does she have? • What does she wish she could change? • Who else is targeting her with their products and services?

A brief description of my ideal customer is:




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Why are they my ideal customer?

• What do I do really well for them? • What problems do I solve for them? • What needs do I meet for them? • How do I make their life easier? • How do I make their life better? • What value do I add for them? • Why are they a good fit? • What do my ideal customers say about me? • What would they do if I wasn’t around? • Why do they buy from me?




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Sell More to Existing Customers

• What other products/services could I sell to them? • What extra value could I add? • What would give them another reason to buy from me? • What do they buy elsewhere that I could sell them? • Can I add on tuition/coaching/mentoring/teaching? Either virtual or in

person? • Can I do events? • Which ideas do I think I can further develop?




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Existing Customer Cont’d

Pick at least 2 ideas from your brainstorm and work them through here What would you need in place to make it happen?

• How much would it cost? • What is it worth? Guestimate if needs be • How long would it take to implement? • Who else would I need to involve? • How do I know it would sell? • Who could I sell it to straight away? • What could it add to your BIG NUMBERS calculations?




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New Customers

Remember that your new customers are all going to fit your ideal client profile. So bearing that in mind…

• What problems do you solve? • What are you going to sell them? • Where are you going to find them? • What product/service are you going to promote to them first? Which is

the BEST FIT out of everything you offer? • How are you going to get your message in front of them?




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Marketing Tools List Adsense

Advertorial

Article Marketing

Awards

Billboard Advertising

Blogging

Brochures

Case Studies

Celebrity endorsements

Cinema Advertising

Contra Deals

CSR

Directory Listings

E-books

E-newsletter/Ezine

Email

Etsy

Exhibitions

Facebook

Fax Marketing

Feedback Forms

Flash Mob

Flyposting

Geolocation Services

Guest Blogging

Loyalty Schemes

Magazine Advertising

Magazine inserts

Membership Clubs

Mobile applications

Network Marketing

Networking

Newspaper Advertising

Paper newsletter

Partnerships

Pay Per Click

Pinterest

Podcasts

Point of Sale

PR

Presentations

Press releases

Product Placement

Promotional gifts

QR codes

Radio Advertising

Referrals

SEO

Skype

SMS

Social bookmarking

Social Media

Speaking Gigs

Sponsored links

Sponsorship

Strategic alliances

Telesales

Teleseminars

Testimonials

Trade magazines

Trade Shows

TV

Twitter

Videos

Viral

Vouchers

Webinars

Website

Whitepapers

Word of Mouth

YouTube




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My Marketing Toolkit

I am going to use a combination of these 6 marketing tools for at least 3 months before I add/change any because I’ve worked out that they are a great fit for my ideal client and business constraints.

Tool 1

Tool 2

Tool 3

Tool 4

Tool 5

Tool 6




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Marketing Plan Template So, now that you know your business inside out, you can use all of that information you’ve gathered and start putting the crunchy bits in here. This is where you crystallize your thinking and pull out those really important points that need to feature in your marketing plan. This might not look like the most sophisticated marketing plan but it works – my clients have created very successful businesses using just this plan.

Your simple marketing plan only needs to cover:

1. What you want to achieve (those big numbers) in terms of turnover, profit, hours billed, products sold, etc

2. Where is it going to come from? (New and existing customers) 3. Who are you going to target? (Your ideal customer) 4. What will convince them to buy from you? (Your compelling marketing

message) 5. What are you going to sell them? (Products that are a good fit and solve

their problems) 6. How are you going to get your message in front of them? (With your

marketing toolkit) 7. What does that activity schedule (or timeline) look like? What are you

going to do and when? 8. Repeat! Measure actual achievements against your forecasts and tweak

your marketing accordingly.

Get rid of bad business. Get rid of products and services that are a bad fit. Turn your business into a lean, mean marketing machine that is focused with laser precision on your ideal customer. This means that everything you do will resonate with them and ‘speak’ to them in their language, meaning that they are much more likely to self select (OMG she is talking to ME!!!).

As you’ll see from the marketing activity timeline, some months you’ll just leave off the marketing and do either product development, website upgrades/updates, or just a ring round your clients for a catch up.




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Marketing Plan Template

Category Strategy

My business vision (and reason for existing) is…

What I want to accomplish this year:

Goals and Milestones

What is my monthly income target?

The top 3 things I need to aim for:

My ideal customer is:

What’s most important to my ideal customer? What problems do I solve for them?

What’s my USP based on my ideal customer and the problems that I solve? How does this make me different?

What will trigger my ideal customer to think of me?

My 6 marketing tools for the next 3-6 months are:

What am I going to sell to existing customers?

How much per month/year will that contribute to my targets?

What am I going to sell to new customers?





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Activity Plan Template

Monthly focus outlined below Maximum of 3 marketing tools per month

Focus & Activity for Month 1

Cost


Cost


Cost


Cost


Cost


Cost


Cost


Cost


Cost


Cost


Cost


Cost




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Sample Marketing Plan Zena’s Garden Designs

Category Strategy

My business vision (and reason for existing) is…

• To fill my town with beautiful gardens that make people happy and attract wildlife.

What I want to accomplish this year:

Goals and Milestones

• £24k income while working around school hours • Be known as THE garden designer in my tow • Get my van signwritten!!! I will get enquiries

when people see it parked nearby!!! • Win the ‘Best Garden Design’ award

What is my monthly income target? • £2k before tax per month

The top 3 things I need to aim for: • Garden redesigns for new customers (v. nice ££!) • Maintenance packages to new and existing cust. • Margins on plants and garden features

My ideal customer is: • A ‘comfortably off’ female house owner in her 30s-50s who has a large garden, which she wants to look beautiful, but she has neither than time or the inclination to keep it looking nice. She spends lots of time in the garden but enjoys resting/socializing in it rather than gardening.

What’s most important to my ideal customer? What problems do I solve for them?

• That her garden looks wonderful – she often entertains friends there

• I either design her a low maintenance garden or sell her a high maintenance one and sell in my ongoing services

What’s my USP based on my ideal customer and the problems that I solve? How does this make me different?

• I give you the beautiful garden you desire, an extension of your home where you can relax and entertain but you don’t have to worry about maintaining it.

What will trigger my ideal customer to think of me?

• Good weather • Spring/Summer (bulb planting) • Autumn (tidy up time)

My 6 marketing tools for the next 3-6 months are:

• Leaflets/Posters in affluent neighbourhoods with big gardens

• Small but colourful ads in local magazines in the right postcodes

• E-marketing • Social Media via business FB page and Twitter




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• PR (aim to win some awards!)

What am I going to sell to existing customers?

• Garden redesigns & makeovers. New features. • Maintenance packages • Plant sourcing and planting • Maybe GARDEN ROOMS????


• Would like to get at least £1K per month from existing customers (I have 43 customers at present, using me for different things. NEED TO NICHE!!!)

What am I going to sell to new customers? • Your dream garden – an outdoor extension of your home

• A beautiful place to relax and socialize • No maintenance – buy our packages!


• 1 dream garden makeover starts at £1500 • 1 maintenance package starts at £50 per month




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Sample Activity Plan Monthly focus outlined below Maximum of 3 marketing tools per month

Focus

Activity for Month 1 – June

Cost: £50 (Ad & leaflets)

• Leaflets in the right neighbourhoods • Nice ads in the West End Directory

Focus

Activity for Month 2 – July

Cost: FREE

• FB Page – start to get testimonials and upload lots of photos of gorgeous gardens

• Twitter about ways to use your garden to the full

Focus

Activity for Month 3 – August

Cost: £25 (leaflets)

• Leaflets offering summer holiday garden makeovers

• Focus on entertaining areas

Focus

Activity for Month 4 – September

Cost: FREE

• Big e-marketing push on Garden Rooms – relate it to news stories about more people doing flexible working??? PR Opportunity???

• Get website updated and write a free report on 20 ways to get the best from your garden to encourage newsletter signups

Focus

Activity for Month 5 – October

Cost: FREE

• Depending on weather – maybe autumn tidy ups promotion?? E-marketing

• Should know if I’ve won the Garden Design award by now – poss PR story???

Focus

Activity for Month 6 – November

Cost: £50 (ad & leaflets)

• Winter in the garden – let us take the strain and create a beautiful winter garden that will look lovely till Spring. Plant up for winter. E-mail, leaflets, ads in West End Directory

Focus

Activity for Month 7 – December

Cost: FREE

• Buy your wife a garden makeover for Christmas!!! Campaign on email and social media

Focus

Activity for Month 8 – January

Cost: FREE

• No campaigns this month. It’s all about sourcing new plants, developing new ideas, getting website upgraded




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Focus

Activity for Month 9 – February

Cost: FREE

• Call around existing clients to see if anyone needs any weather related garden repairs – remember Mrs B’s trellis crisis last year????

Focus

Activity for Month 10 – March


• Spring into action!! Bulbs to be planted – plan your Summer garden now!

• Email campaign, social media and see if local paper wants an article on gardening – leaflets through doors too!

Focus

Activity for Month 11 – April

Cost: FREE (will have enough leaflets)

• Same as March – this is key recruitment time remember?! Everyone wants their beautiful garden back asap.

Focus

Activity for Month 12 – May


• Summer is a’comin! • Focus on Garden Rooms, BBQ areas, Hammocks

and Sandpits – email, social media and leaflets.




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