The presentation explains what part marketing strategy plays in a marketing plan, as well as how strategy determines the marketing tools one should choose for a specific marketing plan.

1. What Part Does Strategy Play in Choosing Your Marketing Tool? PUB355: Mar 18, 2011 Kevin Liao

2. What part does strategy play in a marketing plan? - Sentence 1: What is the purpose of your marketing? – your Goal - Sentence 2: How will you accomplish your purpose? – your Overall Plan Your Goal + Your Overall Plan = Strategy of your marketing Plan

4. Goals  Overall plan  Your audience & niche in the marketplace  Marketing tools and tactics Strategy determines the marketing tools you will be using in your marketing plan.

5. Your goals need to be specific and measurable, so that you can know if you have met them or not.  KPI Examples: If you are using Facebook and Twitter as marketing tools, you should measure the number of followers on your Facebook and Twitter page before and after, and you should also measure that if the increase in followers on the website has led to an increase of customers coming to the store. If you are sending out e-mail newsletters to your customers to promote your website, you should measure how many newsletters you have sent and how many visits to your website have been directed by the newsletters. (Measuring the statistics of unique visitors, direct traffic, referral traffic or keyword traffic).

7. Silvert’s is a clothing company selling adaptive clothing and footwear for the seniors. Their merchandise includes disabled adaptive clothing, senior elderly care clothing, shoes and slippers. Their online marketing tools include their corporate website and a caregiver’s blog, while the blog was last updated on August 4 th , 2009… http://www.silverts.com/

8. Conclusion: Marketing strategy categorizes who the target audiences are, and it determines what marketing tools should be utilized in the whole marketing plan. Thus, marketing strategy is the starting point of a marketing plan and it determines the usage of different marketing tools.

9. Thank You ; )