Transcript Action Oriented Marketing Planning

Action Oriented Marketing Planning
Bruce Rasmussen
Carpe Diem Consulting
• What is marketing?
• Planning
• Why do we exist?
• Templates
• Marketing in different directions
• Failure
• Action
The Marketing Concept
The key roles for the Partner marketer
• Marketing plan – market
selection, positioning, objectives
and strategy
• Promotional plan – generating
demand
• Statement of brand attributes –
what is this organisation all
about?
• Sales support – maximising the
effectiveness of the most
expensive promotional resource
• Understanding the market – to
feed all of the above
• Objectives
• Environmental sensing
• Internal review
• What are we all about?
• Which target markets,
and why?
• Plan to generate
demand within each
target market via
campaigns
• Actions
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Objectives
Environmental sensing
Internal review
What are we all about?
Which target markets,
and why?
• Plan to generate demand
within each target market
via campaigns
• Actions
Philosophy for the marketing plan
• End in measurable
actions
• All about figuring out
which prospects have
relevant pains
• Then letting them know
we can fix them
• Then fixing them
properly
What is brand?
A successful brand is an identifiable
product, augmented in such a way that
the buyer perceives relevant, unique,
sustainable added values that match
their needs most closely.
Brand is "promise".
What lies under the surface…
What do we do when we market?
Offering
Price
Promote
Distribute (Place)
MARKETING MIX
TARGET MARKET
A marketing plan is NOT a promotional plan
Marketing plan
– Which target markets, why
and how
Promotional plan
– Getting the message out
– Within each target market
Jul
Campaign
#1
Campaign
#2
Campaign
#3
Campaign
#4
Campaign
#5
Campaign
#6
Campaign
#7
Campaign
#8
Campaign
#9
Campaign
#10
Ongoing awareness
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Measurement – leads funnel
Prospects
500
25
5
3
Target number of
contacts for marketing
activity
Estimated response rate
(3-10%)
% converted to leads
(approx 20%)
Sales Wins
(NB: % based on
historical closure rate)
What’s the best way to get the message out?
Awareness
Interest
Desire
Action
Satisfaction
Level of effectiveness
Personal selling
Public
relations
Telesales
Sales
promotions
Exhibitions
Advertising
Awareness
Interest
Desire
Action
#1 source of trusted advice
…giving people a reason to talk about your stuff
and making it easier for the conversation to take
place…
1.
provide good stuff
2.
get people wanting to talk about
your stuff
3.
foster people talking about your
stuff
Marketing 1.0
Marketing 2.0
Audience
Audience
…from audience to participants, from
customers to members of communities…
Social network marketing
Broadcasting - getting prospects to call you
• “Clutching at straws”
• Best
– Seminars (small scale)
– Speeches at client industry meetings
– Articles in client-oriented (trade) press
– Proprietary research
• Middle
– Community/civic activities
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Publicity
Brochures
Seminars (ballroom scale)
Direct mail
Cold calls
Sponsorships
Advertising
– Networking with potential referral sources
– Newsletters
Managing the Professional Services Firm
David H. Maister
Free Press Paperbacks
8 reasons why marketing plans fail
1.
2.
3.
4.
5.
6.
7.
8.
Pleasing the wrong people
Overreaching
Overbearing
Out of sight, out of mind
Nebulous
No ownership
Budget oriented
Immeasurable
http://www.staples.com/sbd/content/article/e-h/eightreasonsmarketingfails.html
Readiness offer
• 40days of readiness training
($12k)
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Public schedule
Customised readiness
Competency certification
Customer focused workshops
• 1 day
sales/marketing/business
value consulting
– Sign up during APC
http://carpe-diem.typepad.com/apc2008
http://carpe-diem.typepad.com/apc2008