Transcript The Purpose of Your Marketing Plan

MARKETING
IN
THE FAST LANE!
Presented by: Dorothy E. Lewis
Maxx Fun Entertainment
The Purpose of Your Marketing Plan:
• To stay on track and focus your efforts
towards increasing profits
Your Marketing Plan should be:
• Concise and able to put into action
• Referred to on a regular basis
• Published each year
FIRST THINGS FIRST!
Business Definition : Who/What are You?
 Describe your target market
 What is the purpose of your business?
 What differentiates your facility from the
competition?
 What is the biggest opportunity for your
business?
 Who are your top 3 competitors?
 List 3 strengths of your business
 List 3 weaknesses of your business
 Attractions/services/products
 Markets I should consider entering
 Markets I should exclude
CREATING YOUR MARKETING PLAN
1. MISSION STATEMENT
Include as many people/staff as possible
 Short and concise
 Clearly understood by customers as well as
staff
 Reflects what your business does
 Reflects why you are in business
 Is developed from the customer’s view
 Identifies your benefits
 Identifies your uniqueness in the market
Disney
“To make people happy.”
Microsoft
“To enable people and businesses throughout the world to realize
their full potential.”
Amazon
“To build a place where people can come to find and discover
anything they might want to buy online.”
Coca Cola
“To refresh the World…in body, mind and spirit.”
Fun Station USA
“To provide an Outstanding, Safe, Fun experience
worth repeating.”
2. SHORT TERM MARKETING GOALS
(Realistic and Achievable)
 The goal must be specific and focused on
one item
Example: To meet our gross sales projection
of $_________________ in year one.
Example: To increase sales by 3% over the
next 12 months
Example: To introduce our school
programming to all district schools by year
end.
3. LONG TERM MARKETING GOALS
Purpose: Direction and Growth
What do you want to achieve over the next three
years?
Revisit yearly to adjust to changing market conditions
to fine tune your plan.
4. REVIEW OF PRODUCTS AND SERVICES
• List each product/service and give a brief
description
• List future products/services as well
5. BUYER PROFILES
Define who your customer is:
• Mom
• Dad
• Teens
• Children aged:______to ______
• Corporate
• Schools
• Organizations
Helpful hint:
Surveys can help to understand and define
your customer base.
6. COMPETITIVE ANALYSIS AND SWOT
How do(will) you measure up?
GATTITOWN
LAND
PETER PIPER
FUNTRACKERS
CHUCK E. CHEESE
COMPETITION IS TOUGH! EVERYONE WANTS A PIECE OF IT!
KNOW YOUR COMPETITION! KNOW THEIR “MOVES”!
7. COMPETITOR PROFILE
After you have completed your
SWOT Analysis:
 Write a brief description of each
of your competitors including all
attractions, services, strengths,
etc.
 Include all information you can
gather including their ad themes
and anything you feel is
relevant.
8. SALES AND GROWTH GOALS
CATEGORY
Birthday Parties
Group Sales
Corporate Sales
Other
Other
TOTALS
Next 12 months
Year 2
Year 3
9. STRATEGIES AND ACTION PLAN
• Include Internal as well as External Marketing Projects
• Include all costs – this will help you adjust the number of
particular projects according to your projected budget.
Example: Based on results you may decrease a direct mail per
year by 2 times.
ACTION PLAN SHOULD INCLUDE:
• Project Description
• Target Audience
• Action Steps to Completion
• Date of Completion
• Results
• Project Cost
#1.When do I market?
365 days a year!
DAILY MARKETING IN MY FACILITY
“The Experience”
WHAT WILL MY GUESTS REMEMBER?..........
WHEN THEY DRIVE
INTO THE PARKING LOT?
WHEN
THEY
ENTER
THE
FRONT
DOOR?
FUN
PLACE
Is your facility “sense”itive?
HOW THEY ARE GREETED?
A BAD EXPERIENCE/NEGATIVE FEEDBACK TRAVELS
TEN TIMES FASTER THAN POSITIVE
WORD OF MOUTH IS THE BEST ADVERTISING
DON’T BECOME
A BAD MOVIE!
YOU TELL
TWO FRIENDS…
THEY TELL TWO FRIENDS…
AND
SO ON…..
Technology
Has changed how fast
information reaches our
customers!
Word of Mouth
Advertising
takes on new meaning!
Word of “Touch”
with texting and social
media avenues become
instant advertising
Good, bad or indifferent!
Word of Mouth
Do the Math!
C.S.R.
Share the Info with Staff!
WHAT IS BRANDING?
It’s about more than just a LOGO!
It’s THE “TOTALITY” OF
YOUR COMPANY
AND ITS BUSINESS.
The real reason to brand is to alter the
expectations you're setting for your customers.
WHAT IS
MY
MESSAGE?
MARKETING TOOLS
IN-HOUSE MEDIA
•FLYERS/BROCHURES/POSTCARDS
•BOUNCE-BACK COUPONS
•MONTHLY/SEASONAL PROMOTIONS
•CALENDAR OF EVENTS/BULLETIN BOARD
•SOCIAL MEDIA/WEBSITE-KIDS CLUB
Use your web address on ALL of your Marketing pieces
D I R E C T M A I L/E - M A I L
GENERAL
Birthday Greetings
___________________
Monthly Calendar and Specials
___________________
Kids Club Newsletter
___________________
TARGETED MARKETS
Groups/Camps
___________________
Corporate
___________________
Schools
___________________
MEDIA – WHAT WORKS FOR MY FACILITY?
MEDIA – WHAT HAVEN’T I TRIED?
* not easily measured
HOW DO I KNOW IT WORKS ?
TRACKING
All this information and what do I do with it?
ANALYZE THIS!
Keep a log of coupons – which work? Which don’t?
What geographical area draws most? Which do I
need to concentrate more on?
What age is most affected/drawn?
COMPARE TO PREVIOUS PROMOTIONS/ADS
IN THE END IT ALL COMES DOWN TO….
DOLLARS AND SENSE!
For more Marketing information:
Top 10 Promotions 2013 Monday 3:30PM
Sponsorships – thinking Outside the Batter’s Box – Monday 5PM
Marketing Plans for Attractions: Beyond the Basics Tuesday 2:30PM
Making the Grade with School Programs Tuesday 3:30PM
Connecting with Mobile Marketing & Apps Wed. 9AM
Creative Marketing Using Online Videos Thurs. 9AM
The Ins & Outs of Group Sales Thurs. 3:30 -5:30PM