# 7B – MARKETING PLAN & # 7B – MARKETING PLAN & BUDGETBUDGET

Elements of Elements of MarketingMarketing

The Marketing The Marketing PlanPlan

4 P’s of a 4 P’s of a Marketing PlanMarketing Plan

Budgeting for Budgeting for MarketingMarketing

Freebie MarketingFreebie Marketing

MARKETING PLAN… MARKETING PLAN… PLAN PLAN TO MARKETTO MARKET

MARKETING PLANMARKETING PLAN

MARKETING PLANMARKETING PLAN

MARKETING PLANMARKETING PLAN

MARKETING AVENUES MARKETING AVENUES 1.1. Business Business

Luncheons Luncheons 2.2. AssociationsAssociations3.3. Trade showsTrade shows4.4. ConferencesConferences5.5. AdvertisingAdvertising6.6. Free editorialsFree editorials

7.7. Interviews-TV, Interviews-TV, radioradio

8.8. Web based – Web based – website, blasts, website, blasts, YouTube, YouTube, LinkedIn, LinkedIn, FacebookFacebook

9.9. Networking Networking

BUSINESS LUNCHEONS BUSINESS LUNCHEONS Watch body languageWatch body language Listen before you start sellingListen before you start selling Network, network, networkNetwork, network, network Bring literature, cardsBring literature, cards Exhibit interest in others’ Exhibit interest in others’

businessesbusinesses Set up 1-1 coffee follow upsSet up 1-1 coffee follow ups Seek out collaboration Seek out collaboration Find their needs too, and fill Find their needs too, and fill

themthem

ASSOCIATIONS ASSOCIATIONS Attend get togethersAttend get togethers Take an active role, positionTake an active role, position Join groups, committeesJoin groups, committees Get intro newsletter write-upGet intro newsletter write-up Work the membership listWork the membership list Network, network, networkNetwork, network, network Be at ‘meet and greet’ Be at ‘meet and greet’

gatheringsgatherings Be a guest speaker?Be a guest speaker?

TRADE SHOWS, CONFERENCES TRADE SHOWS, CONFERENCES Network, network, networkNetwork, network, network Collect business cardsCollect business cards Hand out cards, pocket brochuresHand out cards, pocket brochures Identify common interestsIdentify common interests Identify what resources availableIdentify what resources available Follow up quickly. Short memories.Follow up quickly. Short memories.TIP TO REMEMBER : “Hi. I met you at xxx TIP TO REMEMBER : “Hi. I met you at xxx

and we talked about getting together.” and we talked about getting together.” Nobody will remember, even if you Nobody will remember, even if you were not there! It works!were not there! It works!

ADVERTISING ADVERTISING Community newspapersCommunity newspapers Band newsletters (hard copy, Band newsletters (hard copy,

email)email) Community TVCommunity TV RadioRadio Well placed brochures (i.e. Well placed brochures (i.e.

Doctors or health care offices, Doctors or health care offices, motels, BC Ferries-wherever motels, BC Ferries-wherever your customers will beyour customers will be

Bulletin boards, everywhere Bulletin boards, everywhere

FREEBIES FREEBIES Editorial write-ups in Editorial write-ups in

newspaper, BUT you need a newspaper, BUT you need a “hook”“hook”

Sponsor eventSponsor event Become a reliable source of Become a reliable source of

info for reporters (TV, radio, info for reporters (TV, radio, newspaper)newspaper)

Columnist contributorColumnist contributor Guest speakerGuest speaker Get noticed. Be a little Get noticed. Be a little

‘outrageous’?‘outrageous’?

GUERILLA MARKETINGGUERILLA MARKETING

SOCIAL MEDIA SOCIAL MEDIA Apply lesson from Social Apply lesson from Social

Media WorkshopMedia Workshop Exposure is keyExposure is key Web marketing, not web Web marketing, not web

salessales Web is your brochure. Web is your brochure.

Send people to see it.Send people to see it. Use latest tech-net Use latest tech-net

vehiclesvehicles Remain ‘current’Remain ‘current’

NETWORKING NETWORKING NOT a natural activity for NOT a natural activity for

everyoneeveryone Networking is a two way street. Networking is a two way street.

Give as much as you get.Give as much as you get. Stay in touchStay in touch Build a database of contactsBuild a database of contacts Face to face. Go for coffee with Face to face. Go for coffee with

the more important ones.the more important ones. Practice networkingPractice networking Be shameless Be shameless

COMPETITION COMPETITION ““Look at competition Look at competition

as a way to learn as a way to learn what to do right, and what to do right, and

what what notnot to do to do wrong.” wrong.”

““Don’t worry about Don’t worry about them. Let them worry them. Let them worry

about you.”about you.”

MULTIPLIERS & MULTIPLIERS & FEEDERS FEEDERS

MULTIPLIERS >>MULTIPLIERS >> People who can People who can

lead you to lead you to clientsclients

One contact who One contact who can multiply can multiply businessbusiness

Example – a Example – a Doctor who Doctor who refers clients to refers clients to your healing your healing clinic clinic

FEEDERS >>FEEDERS >> Paid or Paid or

commissioned commissioned salespeoplesalespeople

DistributorsDistributors Store chainsStore chains

MARKETING TOGETHER MARKETING TOGETHER Co operatives of similar and / or Co operatives of similar and / or

complimentary businesses as yourscomplimentary businesses as yours Joint advertisingJoint advertising Branding / marketing under a Branding / marketing under a

common umbrella. Example :- common umbrella. Example :- Holistic Healing Centre; Multi-Holistic Healing Centre; Multi-Artists StudioArtists Studio

Shared facilities with others, with Shared facilities with others, with each feeding clients to each other each feeding clients to each other (store, offices) (store, offices)

COAT-TAIL MARKETING COAT-TAIL MARKETING Use a well known event Use a well known event

or place to get known and or place to get known and build businessbuild business

Piggyback on othersPiggyback on others EXAMPLES :- Filberg EXAMPLES :- Filberg

Festival, Comox Music Festival, Comox Music Festival, anything Comox Festival, anything Comox Valley is famous or Valley is famous or known forknown for

WORD OF MOUTH WORD OF MOUTH

““Nothing is quite as Nothing is quite as effective as word of effective as word of mouth. Nothing is as mouth. Nothing is as destructive s an destructive s an unhappy customer. A unhappy customer. A happy person will tell happy person will tell her friend. An unhappy her friend. An unhappy client will tell client will tell everybodyeverybody.” .”

CUSTOMER SERVICE CUSTOMER SERVICE Customer satisfaction Customer satisfaction

means repeat businessmeans repeat business Always pretend you are Always pretend you are

your customer – put your customer – put yourself in their shoesyourself in their shoes

Ask for feedbackAsk for feedback Customer satisfaction Customer satisfaction

questionnaires questionnaires

Marketing Budget….AFTER You Have Determined How Best to

Reach Your Target Audience

Internet / Web BudgetsInternet / Web Budgets

Types of ExpensesTypes of Expenses

Sample Marketing BudgetSample Marketing Budget

TOTAL MARKETING EXPENSES TOTAL MARKETING EXPENSES / REVENUES GENERATED / / REVENUES GENERATED /

LEADS GENERATEDLEADS GENERATED

Responsible Budgeting Responsible Budgeting & Tracking Expenses& Tracking Expenses