How to create an effective Marketing Plan

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1. Practicalities for developing a Marketing Plan

2. Vision / Mission / Strategy

3. SWOT Analysis

4. Competitor Analysis

5. Customer Analysis

6. Tactics – The Marketing Mix

7. Implementation / Action Plans

8. Budget

9. Monitor and Evaluate – Learn and Hone – Test and Measure

What we’ll cover in this webinar…

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Start with the end in Mind

Business objectives –v- Marketing objectives

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Where are you heading

Vision - Mission – Strategy - Tactics

1. What is your vision for 3 years hence? I want to be the leading Cat Groomer in Berkshire by 2017 – 8 salons, 20 expert Cat Groomers .

2. What is your mission?

To achieve a turnover of X with X% profitability by 2017.

3. How are you going to get there? New marketing campaigns, partner with complimentary

organisations, local radio and pr activity, educational events / seminars, blog, social media etc.

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Where are you now

Review current performance and situation

1. How well are you performing

Financial analysis, competitor analysis, what’s contributing to success or failure. 2. What needs to change

What’s holding you back?

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SWOT Analysis


Strengths (internal)

•Great reputation and good image among clients•High percentage of market share•Reputation for quality•Excellent Service levels•Effectiveness of communications

Weaknesses (internal)

•Change of leadership•Not enough skilled workforce•Motivation of employees•Niche offering•Cash flow

Opportunities (external)

•Globally connected•Geographical coverage•Niche offering•Technological development

Threats (external)

•Global competition•Currency


Market Analysis

What is the state of your market?

Vision: To be the go to Cat Groomer in the UK

• The cat grooming sector in the UK is valued at £X.

• This sector is growing at a rate of x% per annum

• There are xx cat grooming salons in Berkshire

• Breakdown of services they typically offer.

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Competitor Analysis

What does the competition look like?

• Who are your main competitors• Who are the customers of your competitors?• What do their customers think of them?• What do they charge?• How do they position themselves in the market?• What’s their USP?

Practical activities:

• Website research• Social media research• Set up channels to listen to competitors on a regular basis

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Customer Analysis

Who are your customers?

If the customer base you have works – go out and find more of them. And if you need new customers figure outwho you want to target.

• Who are they?• Is there any geographical pattern?• What do they buy from you?• How much do they spend?• What’s the lifetime value of a customer?• How long do they stay with you?• Why do you lose customers?• Are you there only supplier?• How did they find you?• What marketing method works for them?

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Customer Analysis

Build ‘Personas’ – Customer Story Boards

Are there patterns with your customers?

Personas – or Customer Story Boards help you to createa targeted approach and relevant and purposeful content.

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Jennifer. Female vet. Age 37 Married to Nigel (works in the City). 2 small children. Juggling business and family. Partner in her own practice with Phil. Loves the outdoors. Foodie. Good wine. Reads Pet Weekly and Nature. Well connected.


Building Personas

Key questions to ask yourself:

• How many different personas do you have?• What are their names?• Where do they spend their time?

• ( Eg: Online / Social Networks / Offline networking meetings / Events etc).

• How old are they?• Where do they shop?• How do they spend their leisure time?• What do they do?• What do they look like?

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Customer Story Boards - Jennifer


Customer Story Boards - Gina


Customer Insights

What problems can you solve for your customers?

• What problems / pain do they have?

• What solution can you offer them?

• How can you compel them to want to choose you over

your competitors?

• How can you make their life easier?

• How can you make that solution unique?

• What’s your USP?

Build your marketing proposition – around customer needs.The better you understand your market the more targeted your marketing can be.

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Marketing Objectives / Goals

Now you’ve done your analysis – what are you going to achieve?

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SMART Goals

•Increase the number of leads to 25 per week within 6

months.

•Convert 20% of leads to new customers

•Increase the average spend from X to X or by X%

•Increase the number of transactions per customer from 2

per annum to 3 per annum within 12 months.

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Goals / Objective

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Target Audiences#mymotraining

Current Audience New Business DevelopmentNurture ActivityRepeat BusinessAdvocacy / Referral

New Audience New Business Development


Mixing your Marketing Mix#mymotraining

Which marketing channels will you choose?

Google Adwords PPC advertisingFacebook AdvertisingSocial Media Marketing (Facebook, Twitter, LI, YouTube)Email MarketingWebinars / Google Hangouts

Direct MailTelesalesLeaflet dropsPress advertisingQuarterly seminars / workshopsRadio / TV


Marketing Planning / Action Plans#mymotraining

Activity

Description TargetAudience

Size of Audience

Frequency of activity

Timeline


Other Considerations#mymotraining

Budget and Financial Implications:

Consider everything you will needMaterials / resourcesReturn on Investment – what will success achieve

Organisational Implications:

People / expansionSuppliersResourced effectively


What you can measure you can manage

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Ensure you track activity:

Direct salesSupported salesTracking codes / linksMail Chimp AnalyticsSocial Network AnalyticsWebsite Analytics

Marketing / Brand Buzz:

Mention.netGoogle AlertsPR tracking services

TEST and MEASURE


Your Actions

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1) Write down your Goals – What do you want to achieve.

2) Do your analysisSWOTCompetitorCustomer

3) Build a picture of your Marketing PositioningHow are you different / what’s your USPBuild personas to target

4) Map out which channels will work for your audiences

5) Work out your marketing messages

6) Build Action Plans for each audience


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How to create an effective Marketing Plan

Marketing

Transcript of How to create an effective Marketing Plan