How to write a marketing plan that won’t Gather Dust
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Transcript of How to write a marketing plan that won’t Gather Dust
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How to write a marketing plan that won’t Gather Dust
P re s e n t e d b y S p e n c e r C o h e n - S e l l c o m m s
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Here ’ s what you shou ld cons ider…
Brief
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Goals of the P lan
Who a re we – what do we offer? Aud ience – C2B & C2C What a re you t ry ing to ach ieve? Where to s ta r t Market ing channe l s – Too l s Test ing Pro jec t p l an & Budget
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Does your aud ience unders tand your offer? Do they know what you a re t ry ing to ach ieve? I s your message s imp le?
Who are we – what do we offer
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Bus iness Consumer Age Spend ing b racke ts Tastes Gener i c o r h igh ly ta rgeted
L o n d o n M e t ro p o l i t a n U n i v e r s i t y
Audience
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Brand ing / Awareness Membersh ip Donat ions / convers ions Leads Sa les
What are we try ing to achieve
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Rev iew las t years spend & ach ievements What worked What d idn ’ t Speak to co l l eagues , peers , supp l i e rs & compet i to rs
Where to start
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Bus iness in te l l i gence - Data Webs i te PR Adver t i s i ng Di rec t Ma i l Soc ia l Med ia Emai l Exh ib i t i ons - Con ferences
Market ing channels - Tools
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Webs i te – Land ing pages Data – sma l l chunks Speak to end use rs / vo lunteers Product samples Di rec t ma i l Soc ia l med ia Speak to co l l eagues & exper ts
Test ing
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Th ink ing ahead Bu lk buy ing Char i t y d i scounts Cost pe r x Save 25% fo r l as t m inute spend
L o n d o n M e t ro p o l i t a n U n i v e r s i t y
Budget
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Project p lan
Ref Task Responsibility Task Manager Status Start Date End Date Ultimate Deadline Costs Comments
Amiando - Marketing April 1 Conference2Go Spencer Completed 12-Apr-12 12-Apr-12 Sent2 Venue partnership campaign Spencer IN PROGRESS 16-Apr-12 25-Apr-12 16-May-12
2.1 Check pricing for potential campaigns for Venues Spencer IN PROGRESS 16-Apr-12 17-Apr-12
2.2 Get venue data Spencer Completed 16-Apr-12 17-Apr-12 2.3 Discover advertising opportunities Spencer IN PROGRESS 16-Apr-12 17-Apr-12 2.4 Write copy for email Spencer Completed 17-Apr-12 18-Apr-12 2.5 Design Webmail Spencer Completed 17-Apr-12 18-Apr-12 2.6 Write copy for PDF Spencer IN PROGRESS 17-Apr-12 14-May-12 2.7 Design PDF Spencer IN PROGRESS 17-Apr-12 14-May-12 3 Charity Campaign Spencer IN PROGRESS 24-Apr-12 25-Apr-12 9-May-12
3.1 Check for Charity data Spencer Completed 17-Apr-12 18-Apr-12 3.2 Charity PR campaign Spencer IN PROGRESS 17-Apr-12 18-Apr-12 3.3 Check pricing for potential campaigns for charities Spencer IN PROGRESS 18-Apr-12 18-Apr-12 3.4 Discover advertising opportunities Spencer IN PROGRESS 18-Apr-12 14-May-12 3.5 Write copy for email Spencer Completed 18-Apr-12 19-Apr-12 3.6 Design Webmail Spencer Completed 18-Apr-12 19-Apr-12 3.7 Write copy for PDF Spencer Completed 19-Apr-12 19-Apr-12 3.8 Design PDF Spencer IN PROGRESS 19-Apr-12 14-May-12
4 Reena and David to have contacted 200 leads each this month Spencer IN PROGRESS 1-Apr-12 31-May-12 1-May-12
5 Meet us at Imex Spencer Completed
5.1
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Mak ing your offer ing i r res i s t i b le i s up to you! Market ing channe l s Test ing Messag ing Brand ing Market ing budget How w i l l you s tand out? Can you s ta r t a new t rend?
L o n d o n M e t ro p o l i t a n U n i v e r s i t y
Conclus ion
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Submi t you r p lan to CEO/M.D – Trus tees Dead l ines Cons i s tency
Del ivery & Buy in
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Any questions P re s e n t e d b y S p e n c e r C o h e n
– S e l l c o m m s – s p e n c e r @ s e l l c o m m s . c o m
GOOD LUCK!