your marketing-plan-simplified-slidedeck
TRANSCRIPT
FAILING TO PLAN, IS PLANNING TO FAIL.
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~ Benjamin FranklinWorkshop presented by:
Debi Katsmar, Marketing StrategistPRowl Communications905-734-8273debi@prowlcommunications.comwww.prowlcommunications.com
Tweet #notplanningtofail to @prowlmarketing
A MARKETING PLAN CAN BE AS SIMPLE OR AS COMPLICATED AS YOU NEED IT TO BE
THANK YOU FOR JOINING US TODAY FOR:
Your Marketing Plan: SIMPLIFIED!
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3 THINGS YOU MUST KNOW!
WHAT DOES YOUR BUSINESS OFFER?
POSITIONING STATEMENT
PRODUCTS AND/OR SERVICES
WHAT DIFFERENTIATES YOUR BUSINESS FROM YOUR COMPETITORS?
WHO ARE YOURCUSTOMERS?
PERSONA
MARKET SEGMENT / SECTOR
DEMOGRAPHICS
HOW DO YOU REACHYOUR CUSTOMERS?
PRINT OR BROADCASTING
DIGITAL (SOCIAL MEDIA, EMAIL, WEBSITE, ETC.)
IN PERSON (TRADESHOWS, NETWORKING, ETC.)
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3 THINGS YOU MUST DO!
SET YOUR GOALS
INCREASE REVENUE
PENETRATE A NEW MARKET
LAUNCH NEW PRODUCT/SERVICE
DETERMINE YOUR TIMELINES
ANNUALLY
MONTHLY
WEEKLY / DAILY
DEVELOP YOUR ACTION PLAN
WHO / WHERE
WHAT / WHY
WHEN / HOW
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PRODUCTS & SERVICES: • KNOW YOUR PRODUCTS
• AND/OR SERVICES
• CUSTOMER SERVICE
• EXPERTISE
• HOW YOU DELIVER VALUE
• OTHER FACTORS
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WHAT DIFFERENTIATES YOUR BUSINESS? • STRENGTHS
• WEAKNESSES
• OPPORTUNITIES
• THREATS
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WHO ARE YOUR CUSTOMERS? • B2B, B2C, BOTH?
• DO YOU TARGET A SPECIFIC INDUSTRY/MARKET OR SECTOR?
• WHO DOES THE BUYING (PERSONA)
• DEMOGRAPHICS (GENERAL - REGION, AGE, INCOME, PROFESSION, ETC.
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WHERE ARE YOUR CUSTOMERS? • HOW DO YOU REACH YOUR CUSTOMERS?
• CONSIDER WHERE YOU WILL FIND YOUR CUSTOMERS AND THE BEST AVENUES TO REACH THEM
• IS THIS OUTDOORS, ON-LINE, TRADITIONAL NEWSPAPER/MAGAZINE,
• AT FUNCTIONS, TRADESHOWS, ETC.
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POSITIONING STATEMENT:• MARKET
• SIZE
• DEMOGRAPHICS
• PSYCHOGRAPHICS
• HOW YOU DELIVER VALUE
• HOW YOU STAND UP AGAINST YOUR COMPETITION
What you want to be known for. How you plan to achieve that over a 5- to 10-year timeframe.
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SET YOUR GOALS FOR THE YEARYOU KNOW:
WHAT YOU OFFER, WHO YOU OFFER IT TO, AND WHAT THE BENEFITS ARE
NOW:
CONSIDER THE OUTCOME OF WHAT YOU WANT YOUR MARKETING TO ACHIEVE TO SET YOUR GOALS
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BE SPECIFIC IN YOUR GOALSNUMERIC GOALS: EX: INCREASE REVENUE – NO
YES – INCREASE SALES OF PRODUCT ‘X’ BY 10%
STRATEGIC GOALS TO ACHIEVE ABOVE: • INCREASE MARKET SHARE
• OVERTAKE COMPETITOR
• BETTER REPRESENT VALUE PROPOSITION
• BUILD BRAND AWARENESS
• ADD DISTRIBUTION CHANNELS
• IMPROVE SELLING PROCESS
• CREATE STRATEGIC PARTNERSHIPS
• CREATE AN INBOUND LEAD GENERATION SYSTEM
• INCREASE PUBLICITY
• ENHANCE ONLINE SELLING ABILITY
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DETERMINE YOUR TIMELINESCONSIDER EACH OF YOUR GOALS
SET DEADLINES
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This step is to determine a timeline of when you would like to achieve the specific goals.
The next step is how you plan to achieve them through your marketing and sales efforts.
DEVELOP YOUR ACTION PLANFOR EACH OF YOUR GOALSDETERMINE WHAT STEPS YOU WILL NEED TO ACHIEVE THEM AND HOW:
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What message do you need to deliver to your customers?When will it go out?Why is it important to your customer?How and Where? List the steps you need to do to complete this message.
THE MOST IMPORTANT PAGE! THESE PAGES WILL BE THE BASIS OF YOUR CONTENT CALENDAR AND MARKETING PUSHES
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This page can be used for determining the who, where, what, why, when and how for any message you need to get out.
It is always a good idea to complete this page when starting a new campaign whether it relates to one of your goals or not. It will help you keep your focus and stay on-track.
NOW YOU KNOW!
WHAT YOUR BUSINESS OFFERS WHO YOUR CUSTOMERS ARE HOW YOU REACH YOUR CUSTOMERS
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AND THESE ARE DONE!
GOALS ARE SET TIMELINES DETERMINED ACTION PLAN CREATED
NOW IT’S TIME TO PULL IT ALL TOGETHER
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Take the information from the worksheets and add the core elements to:
• Annual Marketing Goals• Action Steps Required• Annual Marketing Plan Overview Calendar
THE FINE TUNING AND DETAILING BEGINS
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What’s next? • Detailing your monthly, weekly and daily
marketing strategy to reach your overall goals and deliver your messages.
But that’s our next workshop…
RESOURCES A COUPLE OF OUR FAVOURITE TOOLS:
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Constant ContactEmail Marketing and Social Media tools – Debi Katsmar is an award-winning, authorized local expert. This workshop is made possible by Constant Contact. Get a 60 day FREE Trial
Zoho CRM PlusA customer relationship management platform for tracking leads, streamlining your sales efforts and more. PRowl is well on our way to becoming a certified Zoho partner. Get a 15 day FREE Trial
For more resources visit: http://www.prowlcommunications.com/site/marketing-resourceshttp://www.prowlcommunications.com/site/sales-and-marketing-tools
MORE AS A THANK YOU FOR ATTENDING:
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We will email you:
• This slide deck • The documents we gave you today
• A Content Calendar spreadsheet for planning your marketing
Get a wall poster for your office to keep your work top of mind:
Get it here:
FAILING TO PLAN, IS PLANNING TO FAIL.
www.prowlcommunications.com
~ Benjamin FranklinWorkshop presented by:
Debi Katsmar, Marketing StrategistPRowl Communications905-734-8273debi@prowlcommunications.comwww.prowlcommunications.com
Tweet #notplanningtofail to @prowlmarketing