Post on 21-Oct-2014
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Digital Marketing Priorities 2013 Brought to you by:
7 Steps to create a marketing plan
Annmarie HanlonEvonomie®
Discover the 7 steps to create a marketing plan for your business, practical advice that works
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About Annmarie Hanlon
Trainer, consultant, adviser in digital marketing strategy & business development of social media
@annmariehanlon
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In 35 minutes
Top level steps from the Business Marketing Planning Guide
Worked through example marketing plan Lots of templates you can copy Questions at the end
Please interact using the BrightTALK buttons
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Example Business Plan
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POLL
What stage are you at? I have already created the marketing plan for my
business I am starting to create the marketing plan for my
business I have never created a marketing plan I created a marketing plan a while ago I’m just looking for ideas
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STEP 1. SITUATION ANALYSIS UNDERSTANDING YOUR CUSTOMERS
SOSTAC® is is a registered trade mark of PR Smith www.PRSmith.org
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1. Understand your customers
Why customer insights matter Resources to capture insights Know which questions to ask
Why didn’t you buy from us? Why did you choose us? Are you willing to recommend us? What else can we do for you?
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Software Company Marketing Plan
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STEP 2. SITUATION ANALYSIS MARKETING AUDIT: WHERE ARE WE NOW?
SOSTAC® is is a registered trade mark of PR Smith www.PRSmith.org
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2. Marketing audit Market definition Market size Industry
background Competitor analysis
Buying behaviours Current issues Global market Forecasts
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Software Company Marketing Plan
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POLL
Do you know the approximate market value for your business?
Yes we know the exact value We have a fair idea Not really sure
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STEP 3. OBJECTIVES CREATE SUSTAINABLE OBJECTIVES: WHERE DO WE WANT TO GO?
SOSTAC® is is a registered trade mark of PR Smith www.PRSmith.org
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Software Company Marketing Plan
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STEP 4. STRATEGY: SEGMENTING YOUR CUSTOMER BASE
SOSTAC® is is a registered trade mark of PR Smith www.PRSmith.org
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4. Segment your customers
Why bother? To create market niches To provide growth for mature markets To deliver more effective communication To make the business more efficient
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Software Company Marketing Plan
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Ansoff Matrix
Use this to identify new business opportunities
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Product development: Moving from personalised cards to personalised mugs, drinks
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Software Company Marketing Plan
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POLL
How many segments does your business have? I’m not sure We have 2 segments 3 to 4 More than 5
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STEP 5. STRATEGY: TARGETING NEW CUSTOMERS AND POSITIONING YOUR BUSINESS
SOSTAC® is is a registered trade mark of PR Smith www.PRSmith.org
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5. Target and position
Question Your responseFor (target customer)
Who (statement of need or opportunity)
The (name of product) is a (product category)
That (statement of key benefit - i.e. compelling reason to buyUnlike (primary competitive alternative)
Our product (statement of primary differentiation)
A Positioning Statement makes it easy to describe what your business does.
For manufacturers who want to save money TechChester’s Manufacturing Software manages the supplier ordering system more effectively.
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STEP 6. TACTICS AND ACTION CREATE YOUR MARKETING ACTION PLAN
SOSTAC® is is a registered trade mark of PR Smith www.PRSmith.org
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6. Create your action plan
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STEP 7. CONTROL – MONITOR, MANAGE AND IMPROVE
SOSTAC® is is a registered trade mark of PR Smith www.PRSmith.org
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Measurement techniques
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Tips to keep the plan moving
1. Start the plan today, not tomorrow.2. Appoint one person to monitor the entire plan.3. Hold regular review meetings.4. If you don’t do it today, your competitors will!5. If one item is difficult to start, move on.6. Each quarter, review actions and identify where
help is needed.7. Stick to the plan!
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Summary – questions please! 1. Understand your
customers 2. Marketing audit 3. Create
sustainable objectives
4. Segment your customers
5. Target and position
6. Create your action plan
7. Monitor, manage and improve
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Want more?
Our full 75 page guide includes:
• 30 Best Practice Tips
• 35 Strategy Recommendations
• Many templates
• 12 page worked example
• Checklists to share in your
business
SmartInsights.com
http://bit.ly/smartmarketingplans