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Creating a Marketing Plan

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Marketing is for everyone. By Creating a marketing plan, you can develop your own strategic advantage.

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Creating a Marketing Plan

  1. 2. <ul><li>Provide sense of purpose and direction </li></ul><ul><li>Creates benchmarks </li></ul><ul><li>Provide focus </li></ul><ul><li>Finds opportunities </li></ul><ul><li>Helps anticipate market movement </li></ul><ul><li>Guide to implementation and control </li></ul>
  2. 3. <ul><li>Step 1: Situation Analysis </li></ul><ul><li>Step 2: Objectives </li></ul><ul><li>Step 3: Budgeting </li></ul><ul><li>Step 4: Strategies and Tactics </li></ul><ul><li>Step 5: Coordination </li></ul><ul><li>Step 6: Measure Effectiveness </li></ul><ul><li>Step 7: Evaluation </li></ul>
  3. 4. <ul><li>Local Marketing Analysis </li></ul><ul><li>Identification of Target Groups </li></ul><ul><li>Identification of potential impression areas </li></ul><ul><li>Segmentation & Positioning </li></ul><ul><li>Competition - Leaders & Followers </li></ul><ul><li>Strengths & Weaknesses </li></ul><ul><li>Opportunities & Threats </li></ul><ul><li>Value Proposition </li></ul>
  4. 5. <ul><li>Objectives should be SMART </li></ul><ul><ul><li>S pecific </li></ul></ul><ul><ul><li>M easurable </li></ul></ul><ul><ul><li>A ttainable </li></ul></ul><ul><ul><li>R ealistic </li></ul></ul><ul><ul><li>T ime-limited </li></ul></ul>
  5. 6. <ul><li>Try to get the budget to meet your plan and not a plan to meet your budget </li></ul><ul><li>Develop a plan, then revise if needed </li></ul><ul><li>Remember the power of frequency when budgeting </li></ul><ul><li>Setting your budget as a percentage of sales is a good place to start and ramp up from there </li></ul><ul><li>The “back-in” approach </li></ul>
  6. 7. <ul><li>Specification & Management of Program Elements </li></ul><ul><li>Advertising </li></ul><ul><li>Education / Seminars </li></ul><ul><li>Referral Program </li></ul><ul><li>Social </li></ul><ul><li>Guerilla </li></ul><ul><li>Promotional Activities </li></ul><ul><li>Partnerships </li></ul><ul><li>Public relations </li></ul>
  7. 8. <ul><li>Achievement of proper balance between program elements - Marketing & Media Mix </li></ul><ul><li>Scheduling of execution </li></ul><ul><li>Utilization of personnel and outside services </li></ul><ul><li>Revise budgets UP / DOWN </li></ul>
  8. 9. <ul><li>Effects to be measured: </li></ul><ul><li>Awareness - Aided & Unaided </li></ul><ul><li>Interest </li></ul><ul><li>Recognition </li></ul><ul><li>Recall </li></ul><ul><li>Attitude change </li></ul><ul><li>Increase in appointments and closing ratios </li></ul><ul><li>Methodologies: </li></ul><ul><li>Tracking - New clients, New business, New Partnership, All New Business Activity </li></ul><ul><li>Surveys </li></ul><ul><li>Media audits </li></ul>
  9. 10. <ul><li>Post mortem </li></ul><ul><ul><li>At end of set time period, asses </li></ul></ul><ul><ul><li>No earlier and no later </li></ul></ul><ul><li>Assessment of accountability </li></ul><ul><ul><li>Work with each contributor </li></ul></ul><ul><li>Did we do the right things? </li></ul><ul><ul><li>How can we expand on these things </li></ul></ul><ul><li>Did we do the wrong things? </li></ul><ul><ul><li>How can we minimize these things </li></ul></ul>

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