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7 Steps to create a marketing plan
Annmarie Hanlon
Evonomie®
Discover the 7 steps to create a marketing plan for your business,
practical advice that works
Digital Marketing Priorities 2013
Brought to you by:

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About Annmarie Hanlon
Trainer, consultant,
adviser in digital
marketing strategy &
business development
of social media
@annmariehanlon
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In 35 minutes
 Top level steps from the Business Marketing
Planning Guide
 Worked through example marketing plan
 Lots of templates you can copy
 Questions at the end
 Please interact using the BrightTALK buttons
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SOSTAC®
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org

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Example Business Plan
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POLL
 What stage are you at?
 I have already created the marketing plan for my
business
 I am starting to create the marketing plan for my
business
 I have never created a marketing plan
 I created a marketing plan a while ago
 I’m just looking for ideas
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STEP 1. SITUATION ANALYSIS
UNDERSTANDING
YOUR CUSTOMERS
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org

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1. Understand your customers
 Why customer insights matter
 Resources to capture insights
 Know which questions to ask
 Why didn’t you buy from us?
 Why did you choose us?
 Are you willing to recommend us?
 What else can we do for you?
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Software Company Marketing Plan
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STEP 2. SITUATION ANALYSIS
MARKETING AUDIT:
WHERE ARE WE NOW?
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org

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2. Marketing audit
 Market definition  Buying behaviours
 Market size  Current issues
 Industry  Global market
background  Forecasts
 Competitor analysis
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Software Company Marketing Plan
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POLL
 Do you know the approximate market value for
your business?
 Yes we know the exact value
 We have a fair idea
 Not really sure
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STEP 3. OBJECTIVES
CREATE SUSTAINABLE
OBJECTIVES:
WHERE DO WE WANT TO GO?
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org

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Software Company Marketing Plan
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STEP 4. STRATEGY:
SEGMENTING YOUR CUSTOMER BASE
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org

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4. Segment your customers
 Why bother?
 To create market niches
 To provide growth for mature markets
 To deliver more effective communication
 To make the business more efficient
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Software Company Marketing Plan
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Ansoff Matrix
Use this to identify new business opportunities
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Product
development:
Moving from
personalised
cards to
personalised
mugs, drinks
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Software Company Marketing Plan
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POLL
 How many segments does your business have?
 I’m not sure
 We have 2 segments
 3 to 4
 More than 5
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STEP 5. STRATEGY:
TARGETING NEW
CUSTOMERS AND
POSITIONING YOUR BUSINESS
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org

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5. Target and position
A Positioning Statement makes it easy to describe what your business does.
Question Your response
For (target customer)
Who (statement of need or opportunity)
The (name of product) is a (product category)
That (statement of key benefit - i.e. compelling
reason to buy
Unlike (primary competitive alternative)
Our product (statement of primary differentiation)
For manufacturers who want to save money TechChester’s Manufacturing
Software manages the supplier ordering system more effectively.
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STEP 6. TACTICS AND ACTION
CREATE YOUR MARKETING
ACTION PLAN
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org

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6. Create your action plan
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STEP 7. CONTROL –
MONITOR, MANAGE AND IMPROVE
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org

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Measurement techniques
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Tips to keep the plan moving
1. Start the plan today, not tomorrow.
2. Appoint one person to monitor the entire plan.
3. Hold regular review meetings.
4. If you don’t do it today, your competitors will!
5. If one item is difficult to start, move on.
6. Each quarter, review actions and identify where
help is needed.
7. Stick to the plan!
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Summary – questions please!
 1. Understand your  5. Target and
customers position
 2. Marketing audit  6. Create your
 3. Create action plan
sustainable  7. Monitor, manage
objectives and improve
 4. Segment your
customers
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Want more?
Our full 75 page guide includes:
• 30 Best Practice Tips
• 35 Strategy Recommendations
• Many templates
• 12 page worked example
• Checklists to share in your
business
SmartInsights.com
http://bit.ly/smartmarketingplans
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