Marketing plan presentation for business owners who want to create successful marketing plans. One page marketing plan.

1. Building Your Marketing Plan
for 2012
A Workshop for Business Owners
January 11, 2012
by Jennifer Beever
Inbound Marketing Certified Consultant
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2. Marketing Plan Benefits
• If you fail to plan, you plan to fail
• Plans get everyone on the same page
• You can save money with a plan
• Work to a budget, measure results
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3. Are You
• Doing the right marketing?
• To the right people?
• Getting the right results?
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4. No More!
Photo from Flickr, Some rights reserved by CarbonNYC
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5. Agenda
• Strategic Marketing Models (brief)
• SMART Marketing Objectives (groups)
• Brainstorm Marketing Tactics
– What’s Working, What’s Not
• Plan Execution (groups)
• Marketing Measurements (brief)
• Summary, Action Items, Q&A
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6. One Page Marketing Plan
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7. Strategic Marketing
• Uses Market Research
– SWOT
– Competitive and Customer Intelligence
– Product life cycle
– Demographics, psychographics…
– Marketing Personas!
• Based on business vision, mission,
goals
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8. SWOT Assessment with Actions!
Strengths Weaknesses
Translating  Breakthrough product  Lack of cash
SWOT 
formula
Seasoned sales consultants
 Legal legacy
 Stakeholder communications
into Action!  Agility, flexibility in R&D  Fledgling distribution
 Marketing/sales alignment
Maximize strengths to Resolve weaknesses,
Opportunities
take advantage of take advantage of
opportunities opportunities
 Cost of diesel fuel  Resolve legal issues
 Continue solution selling
 Increasing emissions  Increase sales, raise capital
regulations  Brand and position well
 Improve communications
 Focus on sustainability  Awareness campaigns
 Increase quality distribution
Maximize strengths to Minimize weaknesses
Threats to reduce threats
mitigate threats
 Cost of diesel fuel  Focus on cost savings and  Generate positive publicity
 Sell cycle variability eco-friendly benefits  Sales training for distributors
 Low barrier to entry  I.D. and communicate sales  Increase market share
cycle and ideal prospect
 Protect I.P.
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9. Competitive Analysis
P
r
i
c
e
Performance
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10. Bloody Red Ocean of
Competition
P
r
i
c
e
Performance
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11. Blue Ocean Strategy
P
r
i
c
e
Performance
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13. Based on vision, mission, goals
On-Going
Branding,
Customer Retention
Direct Response Marketing:
Offline and Online,
Direct Mail, PR, Ads,
Trade Shows
Collateral Design:
Logo, Web Site, Brochures
Company Vision, Mission, and Goals
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14. Customer Touch Point Map
Receipt Follow
Hotel
of Experience
Find Building up
Mailers Materials
Visit to Travel to Contintental
Travel Return
Website Class Breakfast
Approval Class
Invoice Class Ends
Cycle Experience
Confirmation Reception
Registration Lunch
Materials and Dinner

15. George the Loyalist
Meet George. He’s 63 years old, married, has grown children and
grand kids. George has a tremendous work ethic and still works long
hours. He is extremely generous to his family, especially the
grandkids….
….He likes receiving the postcards and also responds to email. He
wears glasses, and he didn’t grow up using computers so much,
although he has learned and adapted to succeed. He expects very
high quality content at conferences. He is very loyal and really values
networking and face-to-face time with his peers.
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16. Julie the Skeptic
Meet Julie. She’s 46, married with two teens. She grew up with
corporate downsizing, tabloid journalism, the Persian gulf war and
the rise of AIDS. For this busy mom, efficiency is a must and life is
full of time and financial trade-offs….
….Julie tends to be skeptical, independent, resourceful. She has a
free agent mentality and is financially conservative. She expects
diversity, fun, and likes informal settings. She uses Google search
and other resources to get what she needs to know to succeed.
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17. Benjamin the Go-Getter
Meet Benjamin. He’s 29. He worked at four jobs right out of school
and then his father Tom hired him to work in his company. Benjamin
is connected on social networking sites and multi-tasks by Tweeting
or text messaging during meetings. He is trying to convince his Dad
that the company should go green and do some cause marketing….
….Benjamin is confident, flexible and civic-minded. He likes
teamwork, social events and diversity. He’s connected with his peers
and follows industry thought leaders online. He’s frustrated with his
Dad’s hesitation to change, but he’s very close to both his parents.
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18. Photo from Flickr, Some rights reserved by andrewrennie
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19. SMART Marketing Goals
• Specific
• Measurable
• Attainable
• Realistic
• Timely
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20. Sample SMART Goals
• Increase Product A revenues $20,000
• Increase customer wallet share by 15%
• Increase customer intimacy
• Increase brand awareness
• Get 500 company followers on LinkedIn
• Increase Facebook followers to 1,200
• Increase sales conversion to 60%
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21. Write in Your Goals
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22. Your Marketing Goals
• Group Breakout Exercise
• 10-15 Minutes
• Share Sample Goals
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23. Photo from Flickr, Some rights reserved by Kheel Center, Cornell University
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24. What’s Hot?
• Transparency & Value-Add
• Telling Your Story
• Online Content – Video!
• Social Media Connections
• Mobile Marketing
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25. Integrated – Response
Compression
Trade Show
Ad Website
Brochure Telemarketing
Direct Mail Article
Seminar
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26. Integrated – Response
Compression with New Tactics
Trade Show
Ad Website
Brochure Telemarketing
Direct Mail Article
Seminar
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27. New SEO = SMO
Web
Site
Blog
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28. Brainstorming on Tactics
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29. Your Marketing Tactics
• Group Exercise
• 20 Minutes
• Reconvene & Share
• Questions?
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30. Write in Your Tactics
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31. Results Tracking
Marketing Continuum
Strategic Planning Tactical Planning Implementation Results Tracking
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32. Track Your Results
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33. Jennifer Beever
Follow me:
• CMO for Hire
• Strategic Marketing Consulting
• Certified Inbound Marketing Professional
•
• 818-347-4248
• www.newincite.com
Don’t Leave Your Marketing to Chance
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