Building a marketing plan in a day
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Transcript of Building a marketing plan in a day
What To ExpectA process for how to initiate and develop a high level plan in‐house and in one dayA structure and outline for a marketing plan for all levels
What Not To ExpectA completed marketing plan or a solution to all your marketing problems
Importance of Marketing
Trends
Building your Plan
Marketing is very important and will continue to be so….‐ Anonymous
Nelly’s Nine
• Producer• Director / Casting• Assistant Director• Script Writer
• Cinematographer• Actors• Best Boys• Editor• Media and Promotions
Nelly’s Nine and their RolesTeam Roles
Producer Provide necessary support and resources to make it happen
Director / Casting Run the meeting / choose the right cast of actors attending
Assistant Director Liaison between director / producer and team
Script Writer Prepare the agenda and outline for entire day
Cinematographer Ensure all visuals, technology required is available
Actors Come prepared and play the roles expected of them
Best Boys Run around, manage schedule, logistics, FOOD
Editor Edit unnecessary conversation; be the timekeeper
Media and Promotions Market the marketing plan and ensure implementation
Movie Title• Building our Marketing Plan in a Day• GP in GP by GP• Whoever the heck thought we could build a marketing in day was smoking something….and, dude, I’d love to have some of it!!
Things Your Cast Will Need• A Strong Script (Agenda, outline, timing)
• A Good set (Comfortable setting, sufficient breaks in between,)
• Good lighting and sound (adequate technology and tools – easels, stickers, name tent cards, toys, sticky notes, etc.)
• Good catering (FOOD!!)
Goals and Outcomes
Movie will have 3 Parts ….because I want more Popcorn
1. Where are we today?
2. Where do we want to go?
3. How do we get there?
Where Are We today?Activities1. List your audience?2. What is your product?3. List your top 3 competitors and competition
OutcomesIdentify market situation and gaps in service offering
TED Talks(Technology, Entertainment, Design)
www.ted.com
Our Product• Google • Starbucks• Clinique
• All of Us?
• Search
• Coffee
• Cosmetics
• Parks, Programs, Special Events
What is Our Product?
Our product isSOLUTIONS
Product
Identified Problem +
Developed Solution
=Product to be Marketed
Competitors and Competition
Identify who is simply a similar provider and who is truly a competitor
Where Do We Want To Go? Activities1. Conduct a SWOT2. Build Your Differentiator3. Create a BAG (Big Audacious Goal)
OutcomesDetermine the brand attributes / benefits and the product’s future roadmap
Where Do We Want To Go?
Conduct a SWOT Analysis
Where Do We Want To Go?
Build Your Differentiator(5 words of less to describe your brand and what
it stands for)
Where Do We Want To Go?
Create a BAG (Big Audacious Goal)……….or some small realistic ones
How Do We Get There? Activities1. Create an action team2. Based on the market, prioritize the available tools 3. Determine and allocate appropriate resources ($)4. Build a timeline for implementation
OutcomesBuild an integrated marketing and sales plan
How Do We Get There?
Create an action team
How Do We Get There?
Based on the market, prioritize the available tools
How Do We Get There?
Determine and allocate appropriate resources ($)
How Do We Get There?
Build a timeline for implementation
And It’s a Wrap!
Next Steps?
Release the dang movie …i.e. your marketing plan
Bonus Feature
Define what success looks like with performance metrics and ROI targets
In Summary• Where Are We Today?
List your audience? / What is your product? / List your top 3 competitors and competition
• Where Do You Want To Go?Conduct SWOT Analysis / Build Your Differentiator / Create a BAG
• How Do We Get There?Create a team / Prioritize tools / Assign resources / Establish timelines
• Define Success Looks Like?
