Marketing PlanFEMM – Forbes Experiential

Marketing and Models

1. Executive Summary Forbes Experiential Marketing and Models’ (FEMM) marketing strategy is outlined in the following plan. FEMM is an experiential marketing company who supplies models and brand ambassadors to companies looking for brand exposure. FEMM is currently located in the greater Toronto area and will be growing into other cities across Ontario. FEMM will use highly trained staff to retain and gain new clients. By hosting engaging events FEMM will prove their differentiation amongst the other experiential companies in the local industry. FEMM will be offering the best customer service while keeping the price point lower giving FEMM a lead in the industry. 2. Company Description Forbes Experiential Marketing and Models (FEMM) is an experiential marketing company owned by Courtney Forbes. We create unforgettable moments by bringing your brand to life through sampling, special events, and promotions in retail, bar, and other environments. We have a team of both male and female promotional models who deliver an impression and communicate clear messages about your brand creating a more effective medium. This will allow customers to engage and better connect with your brand.

3. Strategic Plan VisionOur vision is to be Toronto's leading provider of excellent experiential marketing solutions. MissionIt is our goal to provide and create unforgettable moments using fresh ideas while using efficient service adding measurable value. Our client's goals are our goals and together we will reach our desired results. GoalsOur goal is to engage consumers with enjoyable and memorable brand experiences by creating and delivering innovative ideas which we will execute with perfection every time. Getting your product into the hands of your target market, the people who matter, is our top priority. Core CompetencyWe have a team of the best promotional models that are excited to achieve success for your brand and put your product in the spotlight. These experienced brand ambassadors offer a deeper engagement with your consumers giving them a reason to believe in your product and/or brand at the moment of truth.

Strengths- Wide knowledge in experiential marketing can provide customers with broad experience and talent to execute programs- FEMM is able to give customers a more personal approach, which can create lasting relationships- Low overhead costs- Lower employee turnover by keeping employees happy with bonuses based on new customer leads- Experienced and dependable employees to give better customer service and lower costs on training

Weakness- As a start up company FEMM does not have funding to run marketing campaignsThe size of the company is a weakness because larger companies can commit to larger events where numerous brand ambassadors and/or models are needed- The success of FEMM depends on wide awareness

Opportunities- the city of Toronto is giving grants for special events which increases the number of events and the need staffing- economic momentum is running high in Toronto - the population of Toronto has grown from 2.6 million in 2011 to 2.79 million in 2013; growing population means growing attendees at eventsopportunity to partner with other experiential marketers when they are in need of more staffing- opportunity to partner with event planners and other event services companies to expend our markets together

Threats-Many similar companies who offer the same services-More events take place in the summer so the seasonal nature of the business will affect the ability to earn revenue in the winter months

Market Segmentation and Positioning

FEMM targets companies looking to achieve brand awareness through live events and demonstrations using high quality brand ambassadors and promotional models. FEMM will provide this by offering excellent customer service through extensive training and recruiting of the employees who will be conducting these events. FEMM will also offer customers creative, innovative, and exciting new ideas to replace outdated traditional advertising, which will improve their ROI.

5. Marketing Program

PricingFEMM will offer a slightly lower price than competing companies. The goal is to be competitive on price while offering the better service. This will give FEMM a lead in the industry ensuring repeat business and referrals. Promotional StrategyFEMM will train staff on networking skills and strategies using word of mouth to promote and provide more contacts and accounts.FEMM will host events around the GTA and invite local business owners and event management personnel. FEMM’s staff will use their expertise to impress the guests and encourage them to use FEMM for their upcoming events.FEMM will use social media outlets, such as Facebook, Twitter, and Instagram by posting photos and writing live feeds about FEMM and about the events they are hosting. FEMM’s contact information will be including in the posts giving a call to action.FEMM will contact SNAP Newspaper Group before hosting events. SNAP takes photos of local events for their newspaper that is distributed in those cities free of charge. This will help FEMM will reach their target markets and give them brand exposure at no cost to them. Distribution StrategyFEMM will put emphasis on training staff to provide excellent customer service. Accounts will be gained through relationship building.FEMM will start in the greater Toronto area and once FEMM builds a name and customer base FEMM will start positioning themselves in other cities across Ontario.