Your marketing plan should be a clear document , concise and well structured to guide you through the marketing program. It should focus on the objective of your marketing and how you intend to achieve this goal. Whether your company provides products or services, your marketing plan is essential to your success.
The six major elements to create a successful marketing plan are listed below. You will perhaps need a sentence or two per section ... or you could break each of them a few points short.
1 the objective
2. Your target customer
3. The benefits of your product or service
4. Your location
5. Your marketing tactics
6. Your marketing budget
By reading each section, keep the tips and suggestions in mind:
Keep your marketing plan simple.
Many small business owners get so involved in details that they lose sight of their goals. By keeping your plan simple, you put up a clear roadmap that focuses on what you need it to be done.
Write your marketing plan (rather than to think and keep in mind).
It is important to have a document that reminds you what you are trying to achieve.
Be direct clear and
If you are unsure, ask a friend, relative, colleague or employee, read your plan. They should understand your goals immediately.
Do not put too much flexibility.
You might be tempted planning for various market contingencies. If your market is changing so quickly, then you should consider in your plan. But create a strategy that you can stand - it is primarily the purpose of the plan.
Check often your marketing plan - weekly or even monthly.
This does not mean you have to revise it every month. But take the time to evaluate it and make sure you're on the right track.
Finally ... to never stop marketing!
Tuesday, September 1, 2009
marketing : your marketing budget
Summarize the amount you intend to invest in marketing as a percentage of your projected gross sales. You can break it down on a monthly, quarterly or annually. Theoretically, you have already determined the amount of your marketing budget by creating the various financial statements of your company. The number you choose will depend greatly on the type of business and your objectives. It can be between 5% and 50% or more. If you are a company that depends heavily on marketing - a company selling products by mail solicitations and direct mail, for example - you will likely allocate more than a company that will build its customer base through networking and marketing custom.
Here are some other issues to consider when creating your budget:
* Putting a figure in writing, you agree to support your marketing program. You know how much you can afford to spend in various forms of advertising, public relations and other tactics.
* Make sure you track the effectiveness of each marketing tactic. You must get the maximum return on your marketing investments.
Here are some other issues to consider when creating your budget:
* Putting a figure in writing, you agree to support your marketing program. You know how much you can afford to spend in various forms of advertising, public relations and other tactics.
* Make sure you track the effectiveness of each marketing tactic. You must get the maximum return on your marketing investments.
marketing : your marketing tactics
Describe the specific marketing tactics that you intend to use to reach your target customers - advertising, public relations or sales promotion, for example. These are the weapons of your marketing strategy. Choose them carefully. Make sure they agree and support your positioning and your benefits.
It is not necessary to detail how you will use every tool in your marketing plan. You should briefly explain the purpose and tone of various tactics. For example, an Internet consultant could write: "The press will focus on our expertise in the Internet"; "Senior management will speak at computer trade shows", "The print advertising will focus on advertising in the weekly computer section of The News. " Remember that your marketing plan is your guide - you will not get lost in details.
Here is a list of tools you can use. There are, of course, many other marketing weapons from which you can choose.
* Advertising (newspapers, radio, television)
* Brochures
* Prospectus
* Classified
* Community Service
Competitions
* Coupons
* Mailings
* Events
* Leaflets
* Free Samples
* Loyalty Programs
* Promotional gifts (T-shirts, pens, advertising specialties)
* Display / signage in stores
* Réseautageg
* Newsletters
* Billboards outside
* Personal Contact
* Personal letters
* Product Packaging
* Displays the place of sale
* Rewards
* Public Relations
* Advertising
* Sale Home
* Sales
* Seminars
* Referrals
* Stunts
* Telemarketing
* Trade Shows
* Yellow Pages
It is not necessary to detail how you will use every tool in your marketing plan. You should briefly explain the purpose and tone of various tactics. For example, an Internet consultant could write: "The press will focus on our expertise in the Internet"; "Senior management will speak at computer trade shows", "The print advertising will focus on advertising in the weekly computer section of The News. " Remember that your marketing plan is your guide - you will not get lost in details.
Here is a list of tools you can use. There are, of course, many other marketing weapons from which you can choose.
* Advertising (newspapers, radio, television)
* Brochures
* Prospectus
* Classified
* Community Service
Competitions
* Coupons
* Mailings
* Events
* Leaflets
* Free Samples
* Loyalty Programs
* Promotional gifts (T-shirts, pens, advertising specialties)
* Display / signage in stores
* Réseautageg
* Newsletters
* Billboards outside
* Personal Contact
* Personal letters
* Product Packaging
* Displays the place of sale
* Rewards
* Public Relations
* Advertising
* Sale Home
* Sales
* Seminars
* Referrals
* Stunts
* Telemarketing
* Trade Shows
* Yellow Pages
marketing : Your location
Position is your identity on the market, how you want the market and competitors consider your product or service. Your positioning will affect every segment of your marketing.
Base your position on the benefits you offer, on who your customers are, and how your competitors are positioned. Your tax position must be very focused and succinct. For example, Acme Moving could position itself as "the removal company the most reliable of the Tri-City area. Two architects specializing in kitchens may be two completely different positions - one could be "the most innovative designer of modern kitchen environments," while another might be "the creator of the most profitable traditional kitchens. " In your opinion, what food will you appear in Metropolitan Home, and which target the average buyer?
Some tips
* When you develop your positioning statement, think about the extremes - the "most," "best," the "fastest," the "cheapest," the "alone" etc..
* If there is not much difference between you and your competitors, find a need or desire a meaningful customer has not yet been satisfied.
* If possible, do not place directly against a competitor. If you do, you may find yourself without a position if your client changes their perspective. Instead, focus on the strengths of your product or service.
* Be very careful when your position is based solely on price, because this position can be easily anticipated.
* Do not place only on the image. You must support your position with concrete. If you can, this can lead to disaster.
Base your position on the benefits you offer, on who your customers are, and how your competitors are positioned. Your tax position must be very focused and succinct. For example, Acme Moving could position itself as "the removal company the most reliable of the Tri-City area. Two architects specializing in kitchens may be two completely different positions - one could be "the most innovative designer of modern kitchen environments," while another might be "the creator of the most profitable traditional kitchens. " In your opinion, what food will you appear in Metropolitan Home, and which target the average buyer?
Some tips
* When you develop your positioning statement, think about the extremes - the "most," "best," the "fastest," the "cheapest," the "alone" etc..
* If there is not much difference between you and your competitors, find a need or desire a meaningful customer has not yet been satisfied.
* If possible, do not place directly against a competitor. If you do, you may find yourself without a position if your client changes their perspective. Instead, focus on the strengths of your product or service.
* Be very careful when your position is based solely on price, because this position can be easily anticipated.
* Do not place only on the image. You must support your position with concrete. If you can, this can lead to disaster.
The benefits of your product or service
We do not sell a product, and we do not sell a service. It sells benefits. Describe them here. Take into account the specific characteristics of your product or service that distinguish you from your competitors. This is also called the Unique Selling Proposition, or USP. This is the design of your product, your market knowledge, new technology, a special service, a unique talent, or something else. For example, the USP of the Sony television is represented by the image quality of the Trinitron tube screen. The USP of Burger King is that the burgers are cooked on the grill.
Consider these points when you develop your USP:
* You can identify your weaknesses and your strengths. Once you know, you can use marketing to maximize your strengths and minimize your weaknesses.
* Consider also the strengths and weaknesses of your competitors - so you can minimize their strengths and take advantage of their weaknesses.
Consider these points when you develop your USP:
* You can identify your weaknesses and your strengths. Once you know, you can use marketing to maximize your strengths and minimize your weaknesses.
* Consider also the strengths and weaknesses of your competitors - so you can minimize their strengths and take advantage of their weaknesses.
Your target customer
To reach your target customers, you should know who they are. Looking for significant common characteristics. Are they companies or individuals? Do they belong to a group of age, geographic or salary? How do they buy your type of products or services? How often? What are the features they want?
Do not use general terms - do not tell "people who want to buy clothes for kids" but rather "the grandparents and others gifts, seeking special clothing for an kids."
Be careful not to scatter your efforts too. Your target customer is not everybody. Do not sell to everyone - segment your markets. If you sell heating oil at a specific region, you can target your marketing at every household in the region. However, it would effectively use your time and money? Probably not. You should limit your target. Your target audience consists Does existing user defuel at home or is it people who use gas but plan to replace the fuel? Or are you looking for people who just bought a house and have not decided where to buy their fuel? Are you selling to residential or local business?
Some questions to consider:
* Make sure your target market is large enough to support your sales objectives.
* Do not guess who is your target market. When possible, make calculations quantified through research. Contact professional associations, go to your research library and look for market data, using demographic census, etc..
* who buys your product or service is not necessarily one who uses it.
* If you sell business to business, keep in mind that your product or service is purchased by a person, not a company.
Do not use general terms - do not tell "people who want to buy clothes for kids" but rather "the grandparents and others gifts, seeking special clothing for an kids."
Be careful not to scatter your efforts too. Your target customer is not everybody. Do not sell to everyone - segment your markets. If you sell heating oil at a specific region, you can target your marketing at every household in the region. However, it would effectively use your time and money? Probably not. You should limit your target. Your target audience consists Does existing user defuel at home or is it people who use gas but plan to replace the fuel? Or are you looking for people who just bought a house and have not decided where to buy their fuel? Are you selling to residential or local business?
Some questions to consider:
* Make sure your target market is large enough to support your sales objectives.
* Do not guess who is your target market. When possible, make calculations quantified through research. Contact professional associations, go to your research library and look for market data, using demographic census, etc..
* who buys your product or service is not necessarily one who uses it.
* If you sell business to business, keep in mind that your product or service is purchased by a person, not a company.
marketing : the objective
The overall objective of any marketing plan is to maximize the profits of your business. But what does this mean for your company? Spell it out here. If you are a designer clothing for children, your goal may be to "sell as many clothes forchilden in the lowest cost per garment. If you are a computer consultant working in his account that helps companies use the Internet, your goal may be to "Book my time completely by getting the highest number of customers at the lowest cost."
Some questions to consider when you write this section:
* The goal of your marketing plan may seem obvious. However, by exposing the paper, you will stay focused on your intention.
* Many companies think that their marketing plan means increased exposure, getting press, writing cool ads and similiar things. These are not objectives, but tactics. The ultimate goal of all this is to increase your profits.
* If you have trouble answering the question "What is the purpose of my marketing plan," you should think about "why am i marketing?" Your answers to these questions should be identical.
Some questions to consider when you write this section:
* The goal of your marketing plan may seem obvious. However, by exposing the paper, you will stay focused on your intention.
* Many companies think that their marketing plan means increased exposure, getting press, writing cool ads and similiar things. These are not objectives, but tactics. The ultimate goal of all this is to increase your profits.
* If you have trouble answering the question "What is the purpose of my marketing plan," you should think about "why am i marketing?" Your answers to these questions should be identical.
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