Situation Analysis (if marketing plan is a ... If Target is B2B â what are the target .... return coupon to your busin
Maximize Your Marketing Resource Guide
Resource Guide Marketing Plan Resources – Marketing Plan Definitions – Social Media – SEO/SEM – Measurement
Marketing Plan Definition of items to include in your plan
Items to include in Your Plan Situation Analysis (if marketing plan is a stand alone document) – discuss company history, communications strategies, purpose of the plan. Product or Service – define product characteristics, where is product in life cycle
Items to include in Your Plan Distribution – how will it be sold, where will it be sold (geography, brick & mortar, online or both)
Industry Overview – history of industry, snapshot of “today”, predictions for “tomorrow”
Items to include in Your Plan Sales Force – who will sell the product (inside or outside sales, territory definition, distribution network)
Program Objective – what to you hope this plan will accomplish – anticipated response, change a perception, increase awareness, generate leads?
Items to include in Your Plan Positioning (USP) – what position are you trying to create in the mind of the prospect, will you have an advantage over your competition (if so may want to confront the competition head on) Target Audience – who are you trying to reach with the program
Items to include in Your Plan Economy – what role will the economy play on sales? Will a weak (or strong) economy increase or reduce the sales cycle? Seasonality otherwise known as “don’t sell snow tires in July” – is this product only purchased seasonally?
Items to include in Your Plan If Target is B2B – what are the target industries Message – does the product need to be demonstrated (think Video, YouTube, Webinar), is there a lot of data i.e. marketing to engineers, what are the important points to cover? Will you promote features or benefits? Both?
Items to include in Your Plan Sales Promotion – Pont of Purchase? Contests? Sweepstakes? Cents-off coupons on-pack? What is the purpose of a promotion – increase database, achieve more cooperation from retailers to carry product, increase trial/sampling?
Items to include in Your Plan Packaging – will “new” products be introduced? What role does packaging play?
Competition – describe the competitive landscape. Who are major competitors? What role will their actions take in effecting the marketing plan?
Items to include in Your Plan Legal issues – are there specific laws or regulations pertaining to this product? Variables – are there things you can capitalize on i.e. “Cash for Gold” model during slower economy, services to help time-crunched consumers, communications/white papers to offer advice on pertinent subjects?
Marketing Plan Resources
The following resources can help with the plan development
MarketingProfs.com
MarketingProfs.com
Click here to link to site
Secure a membership to receive in-depth marketing expertise
Plan Resources Advice on Small Business Marketing
Duct Tape Marketing http://www.ducttapemarketing.com/
Click here to link to site
Plan Resources
Duct Tape Marketing Click here to link to site
Plan Resources Sample Marketing Plans covering multiple categories mplans.com www.mplans.com/sample_marketing_plans
Click here to link to site
eMarketer.com Lots of tools, articles & charts
Click here to link to site
HubSpot.com Webinars Click here to link to site
Lots of tools & free webinars
Business Marketing Advice The 33 Ruthless Rules of Local Advertising Check out the Marketing Advice www.33rules.com
Social Media Resources
The following resources are some of our favorite for Social Media expertise
Social Media Education www.marketingprofs.com
insidefacebook.com
SurveyMonkey.com
Zoomerang.com
HubSpot.com Webinars Click here to link to site
Lots of tools & free webinars
Mashable
SEO/SEM Resources The following are some of our favorite resources for SEO/SEM expertise
Before you hire an “SEO” expert Learn the Basics from SEOmoz.org
Click here to link to site
The best SEO advice you will get Download this resource!!
Click here to link to site
Google Ad Words
Tools for creating an Ad Words/Analytics Account
Create a Google Account Click here to link to site
Learn to use Google Tools Click here to link to site
Study Google Ad Words Click here to link to site
Use Google Analytics Track movement into and within your website Measure conversions Check for timed response to social media efforts
Recommended Resource Quantcast Tags Develops profile of site visitors Tracks other sites visited
Measurement & Tracking Things to consider
Measure Long Term Keep a history of sales, results and ROI. Make notes of any unusual occurrence that effected ROI – i.e. snowstorm during a major sale or competitor's activity. Need a track record to correctly determine programs success.
Don’t Just Measure Sales $ Most Critical Measurement Unit Sales BEFORE & AFTER
Don’t Just Measure Sales $ Length of Lift is determined by scope of investment length of ad schedule initial product awareness market position
LIFT is the KEY to long-term sales
Create a Customer Profile Ask best customers to fill out a questionnaire re: lifestyle & media habits Track best customers – – Age, Gender, Race, Lifestyle, Geography
Give them some incentive (% off on current purchase, return coupon to your business) Develop a database for direct marketing
SocialMention
SocialMention – Ruggles Ice Cream Results Page
Google Alerts
Google Alerts – Ruggles Ice Cream Results eMail
