Transcription
6 Month Marketing PlanBuild It. Implement It. Achieve Results. 2014
Amy H. HajduConstant Contact Authorized Local Expert,Solution Provider, Owner of Say It SaidMarketingamy@sayitsaid.com512-743-76462
AgendaBasics of Marketing for todayCustomer Focused MarketingGoals & ObjectivesBuilding Your Marketing Plan3
WHERE ARE YOU tube
At its core, marketing is abouteliciting a physical and measureableresponsemarketing5
What arecampaigns?Push contentPull response6
Measurable Responseclick ordownloadcome tothe storeor officeschedulea sessiondonatecall
Flipping the FunnelMarketing then.Marketing now.FindConvertKeep8
Customer Focused Marketing 9% 90%CurrentcustomersWord of mouth 1%New prospects9
General goalsReach new customers, donorsDrive repeat business, supportNurture leads and relationshipsmembers, advocates,Engage volunteersIncrease donations, revenue10
Get more specific withobjectivesDrive donations this monthDeliver content to tradeshow leadsFill seats on a Sunday11
Get more specific withobjectivesDrive donations this month12
Is it a good objective?Three questions to ask1Will achieving thisobjective help mybusiness grow?23Is this objectiveattainable?How will Imeasure it, ormy progresstowards it?13
Start where you areAnd where your customers andrelationships are.SAVE!14
Executive Summary:-Complete your Executive Summary last-Summary of each of the sections in your marketingplan-Helpful reminder for yourself and or otherconstituents (e.g., employees, advisors, etc15
Target Customers:-Define the following:-Target customer-Demographic profile: age, gender-Psychographic profile:-target customers interests, wants andneeds as they relate to the productsand/or services you offer16
Unique Selling Perspective:-Define what distinguishes your company fromcompetitorsPricing and PositioningStrategy:-Define your position strategy (ex; training forchampion show dogs) and how your pricing supportsit. What distinguishes you from your competitors?
Distribution Plan:-Define how customers will buy from you:-online,-brick and mortar,-from other distributors,-retailers, etc18
Your Offers:-Define any special deals you are able to offer:-free trials,-money-back guarantees,-packages (combining different products and/orservices)-discount offers,-price matching, etc19
Marketing Materials:-Define collateral you will use to promote yourbusiness to current and prospective customers:-website,-print material-brochures,-business cards,-catalogs, etc)-List which ones you have and what you will need20
Promotions Strategy:-How you will reach new customers-email, social media, newspaper, trade shows,press releases, event marketing, etcOnline Marketing Strategy:-Define your online marketing strategy (ex: securenew customers, gain and maintain a competitiveadvantage).-Items and specialists who can support youreffortsheir efforts: Keyword Strategy, SEO, PaidOnline, Social Media Strategy
Conversion Strategy-Define techniques/strategies to acquire newcustomers-securing customer testimonials,-before and after photos, etcRetention Strategy-Get current/existing customers to buy moreoften (ex; monthly newsletter, customer loyaltyprogram, etc)Referral Strategy-How to get current customers to refer newcustomers – what can you give them as a reward, etc22
Joint Ventures &Partnerships:-Define current and or possible joint ventures-Define partnerships with other organizations-Keep in mind what customers buy before,during and/or after they buy from your company-List companies:-Reach out to try to secure them (ex; sell hairproduct – partner with local beauty salon, etc)23
Strategy for IncreasingTransaction Pricing:-Define ways to increase your transaction price(s)-creating product or service bundles/packages,etcFinancial Projections:-Identify promotional expenses and which strategieswill most likely give you the highest return oninvestment
Online Marketing Strategy: -Define your online marketing strategy (ex: secure new customers, gain and maintain a competitive advantage). -Items and specialists who can support your effortsheir efforts: Keyword Strategy, SEO, Paid Online, Social Media Strategy . 22 Conversion Strategy
