Transcript Developing a 2008 Strategic Marketing Plan

Positioning and Message
December 6, 2007
AO ConfluenceTM - WillowWorks
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Developing a 2008
Strategic Marketing Plan
That Delivers Results
America Outdoors
ConfluenceTM 2007
Julie Thorner - WillowWorks
Our Workshop Goals
Understand
what a strategic marketing
plan really is and how it can help you
Offer a process & template for developing
your plan that works for busy outfitters
Build a framework for your 2008 plan,
identifying key categories and initiatives
Take away the 5 planning support tools
that will make your efforts more efficient
December 6, 2007
AO ConfluenceTM - WillowWorks
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Our Workshop Process
Roll
up our sleeves and start creating the
primary objectives and key categories of
our 2008 marketing plans
We’ll use a small workgroups approach and
collaborate to learn from our collective
successes and failures
December 6, 2007
AO ConfluenceTM - WillowWorks
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Hah! - A Real Marketing Plan?
Who
has the time to write a plan? I have a
business to run!
No one will read it anyway.
It’ll be outdated before the ink is dry.
It’s overwhelming - where do I begin?
It sounds so terribly “planned”, where’s
the spontaneity?
But then my objectives will actually be “out
there”- what if I miss them?
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AO ConfluenceTM - WillowWorks
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Three Parts to the Marketing
Plan Process
Strategic
planning: pre-season
Blocking and tackling: in-season
Closing the loop (tracking): in-season
and end-of-season
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Key Performance Indicators
(KPIs) Are Your Friend
Identify them.
Track them.
Report on them.
Take all learnings
and adjust your next
marketing initiatives appropriately.
Celebrate your wins in real-time (but only
if you know your relevant KPIs).
Be accountable. It’s refreshing.
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AO ConfluenceTM - WillowWorks
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First Things First: Big Picture
2008 Objectives
Define
your company objectives: e.g.
Define
your marketing objectives: e.g.
10% increase in revenues
6% increase in profits
Promote “Destination NOC”
Focus on online marketing initiatives
to
communicate with guests & prospects
Grow our guest email database
Develop presence in Atlanta market
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AO ConfluenceTM - WillowWorks
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The Forest and The Trees: Its
Important to Check Both
Use
your Marketing & Sales Budget to help
see the 50,000 foot view by making sure
that your category spend % allocation maps
to your major initiatives.
Use your Executive Summary to make sure
that your plan details truly reflect your
company and marketing goals. (Write it
last.)
December 6, 2007
AO ConfluenceTM - WillowWorks
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The Well-Integrated Marketing
Plan: 10 “Super-Categories”
1.
Online: Website, email campaigns, online ads,
2.
Customer Database Development: Direct
PPC, blogs, podcasts, video, etc.
mail and email campaigns
3. Offline: Print ads, publications, brochure
distribution, mass media (radio, TV)
4. Onsite Materials: Signs, posters, billboards,
banners, flags, etc.
December 6, 2007
AO ConfluenceTM - WillowWorks
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The Well-Integrated Marketing
Plan: Super-Categories, cont.
6.
Direct Sales: call center, group accounts
Press/Public Relations: print, online, social
7.
Special Events: support, development,
8.
Intra-Company Marketing Communication:
5.
networking
sponsorship goals, cause marketing
Most relevant for companies with > 15
employees.
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AO ConfluenceTM - WillowWorks
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The Well-Integrated Marketing
Plan: Super-Categories, cont.
9.
Geo-Market Targets: Goals within
10.
Customer-Specific Market Targets:
identified geographic markets for product
/service specific offerings
Goals within identified industry segments or
customer groups for specific offerings
(families, kids, seniors, etc.)
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AO ConfluenceTM - WillowWorks
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The 5 Elements of Every
Category
1.
2.
3.
4.
5.
Strategy: What
Purpose: Why
Implementation Plan (Tactics): How
Key Changes from Prior Year:
Learnings put to use
Measurement: So what
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AO ConfluenceTM - WillowWorks
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Strategy
The
“What”: what does this category
of initiatives do to drive our business
goals?
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Purpose
The
“Why”: why is the initiative in
our plan; or what is it supposed to
accomplish?
This
step helps weed out ideas that
sound good, but don’t actually deliver
what we need to achieve our goals
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AO ConfluenceTM - WillowWorks
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Implementation Plan (Tactics)
The
“How”: how will we implement or
execute our strategy to achieve our
stated purposes?
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AO ConfluenceTM - WillowWorks
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Key Changes from Prior Year
What
is different in 2008 from
2007?
How have we addressed any
weaknesses in our 2007 marketing
efforts or results?
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Measurement
The
“So What”: How will we measure
the results of these initiatives and
determine success (enter KPIs)
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AO ConfluenceTM - WillowWorks
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Supporting Tools To Your Plan
1.
2.
Marketing & Sales Budget Template
Master Marketing Calendar
1.
2.
3.
3.
Media & PR Calendar
Enews Editorial Calendar
E-Offers Calendar
Direct Sales Calendar
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More Useful Tools
6.
Strategic Creative Brief: for overall
7.
8.
Ad Spec Sheet
Integrated Direct Sales Framework
Company Positioning and Ad Campaigns
Friday’s workshop Campaign-driven
Advertising and Integrating Direct Sales
teaches you how to put these tools to
work for your company.
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AO ConfluenceTM - WillowWorks
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Test, learn, track,
and measure.
Go on. Be a marketing hero.
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