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1-Page Marketing Plan 10-14 - 1
The document provides an overview of developing a 1-page marketing plan, including defining marketing, analyzing past marketing efforts, and outlining the key elements of an effective plan. It discusses assessing the previous year's performance, current business landscape, and competitors. The plan elements covered include vision, 2017 overview, target audience, market position, objectives, strategies, and tactics. Objectives should be quantifiable and timebound, strategies are how objectives will be achieved, and tactics are the specific actions to execute strategies. Examples of each element are provided for an album manufacturer.
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Overview of building a marketing plan for 2017; sessions include marketing definition, importance, and elements.
Definition of marketing as a process and importance of personal branding and customer engagement.
Assessing past marketing successes, reviewing strategies and relationship building methods.
Using Alice in Wonderland metaphor to illustrate the need for clear direction in marketing.
Defining objectives, strategies, and tactics in marketing plans; providing an overview of a 1-page plan.
Elements of a marketing plan; vision statements from several companies, offering context for goals.
Elements of 2017 Overview highlighting sales goals, new products, and planned special events.
Identifying target audiences; examples of Zookbinders and Josuma Coffee to illustrate concepts.
Establishing a market position and differentiation strategy; examples from Zookbinders and Josuma Coffee.
Defining measurable objectives for success; example objectives for Zookbinders to achieve growth.
Formulating strategies to accomplish marketing objectives; examples of strategic focus for Zookbinders.
Actionable steps to implement strategies; specific tactics from Zookbinders including trade show participation.
Final slide for thank you and contact info for Scott Michelson, highlighting SDM Marketing's availability.
1-Page Marketing Plan 10-14 - 1
- 1. Building Your Roadmap ToSuccess 1-Page Marketing Plan SDM|Marketing Consultants Coffee Klatsch
- 2. Goal • Start developingyour 2017 Marketing Plan SDM|Marketing Consultants Coffee Klatsch 2
- 3. Agenda • Marketing Definition •Why Marketing is Important • Marketing Analysis for Planning • 1-Page Plan Defined • Develop Your Company Plans • Thank You and Questions SDM|Marketing Consultants Coffee Klatsch 3
- 4. Marketing Definition • Processof planning and executing the marketing 4P’s and Digital Marketing 6C’s • Identify, WOW, and retain customers • Goal is to persuade to buy a particular branded product or service SDM|Marketing Consultants Coffee Klatsch 4
- 5.
- 6. Why We NeedTo Market Ourselves • Build Brand Awareness • Tell the product/service story • Take an action • Open the door for sales SDM|Marketing Consultants Coffee Klatsch
- 7. Marketing Analysis For Planning •Was 2016 successful? • Why were you successful or unsuccessful? • Take stock of your marketing programs • What vehicles did you use? • Interruption: Print, Broadcast, Promotional, Viral, Web (Google Analytics), Digital, Direct Marketing • Relationship Building/Permission: Social Media (Facebook, Twitter, LinkedIn), Emails, Referrals SDM|Marketing Consultants Coffee Klatsch 7
- 8. Marketing Analysis and Planning •Review the business landscape • Have you evolved? • New products or services • Pricing • Grown as a company • Audience • Has the landscape changed • Competitors • Overall economics • The way business is being done SDM|Marketing Consultants Coffee Klatsch 8
- 9. Marketing Analysis and Planning SDM|MarketingConsultants Coffee Klatsch 9
- 10. Your Map toSuccess SDM|Marketing Consultants Coffee Klatsch 10
- 11. Alice’s Adventures in Wonderland •“Would you tell me, please, which way I ought to go from here?” Asked Alice. • “That depends a good deal on where you want to get to,” said the cat. • “I don’t much care where,” said Alice. • “Then it doesn’t matter which way you go,” said the cat. Lewis Carroll, Alice’s Adventures in Wonderland SDM|Marketing Consultants Coffee Klatsch 11
- 12. Marketing Plan • Marketingplan is your roadmap • Where you want to go • How do you get there SDM|Marketing Consultants Coffee Klatsch 12
- 13. 1-Page Marketing Plan Sections •Vision and 2017 Overview • Target Audience • Market Position • Objectives • Strategies • Tactics SDM|Marketing Consultants Coffee Klatsch 13
- 14. 1-Page Marketing Plan Elements Vision Servesas the Roadmap framework and guide. SDM|Marketing Consultants Coffee Klatsch 14
- 15. 1-Page Marketing Plan Elements VisionExamples • Anheuser-Busch: Be the world’s beer company. Through all of our products, services and relationships we will add to life’s enjoyment. • Avon: To be the company that best understands and satisfies the product, service and self-fulfillment needs of women – globally. • Caterpillar: Be the global leader in customer value. • Nike: 1960s: Crush Adidas • Current: To be the number one athletic company in the world. SDM|Marketing Consultants Coffee Klatsch 15
- 16. 1-Page Marketing Plan Elements 2017Overview A statement of key accomplishments and special events for the coming year. Sales goals, new product/services introduction(s), changes, and new markets. SDM|Marketing Consultants Coffee Klatsch 16
- 17. 1-Page Marketing Plan Elements 2017Overview Examples • Zookbinders: Introduce Reflectionz Cover, new sizes for the PhotoBook and continue to promote existing products and services. Develop marketing plan for non-pro market. • Josuma Coffee Company: Plan for the 20th year celebration with special events. Review and plan for expanding target audience to include selling online direct to consumer. SDM|Marketing Consultants Coffee Klatsch 17
- 18. 1-Page Marketing Plan Elements TargetAudience Who are we trying to reach with our message SDM|Marketing Consultants Coffee Klatsch 18
- 19. 1-Page Marketing Plan Elements TargetAudience Examples • Zookbinders: Professional event Photographers that sell albums to tell the story (Weddings, Bar/Bat Mitzvahs, Company Events) • Josuma Coffee: Boutique coffee shops and small batch roasters that want to sell European flavor coffee SDM|Marketing Consultants Coffee Klatsch 19
- 20. 1-Page Marketing Plan Elements MarketPosition What differentiates us from the competition? It’s where we are willing to “hang our hat” and fight; it’s the ground on which we can win the competitive “mind” battle. SDM|Marketing Consultants Coffee Klatsch 20
- 21. 1-Page Marketing Plan Elements MarketPosition Examples Zookbinders: Service-centric, innovative mounted-album company that provides custom solutions for our professional photographer “partners. .Josuma Coffee: The most consistent Indian green bean and roasted coffee with a refined European flavor. Crest Toothpaste: The cavity fighter SDM|Marketing Consultants Coffee Klatsch 21
- 22. 1-Page Marketing Plan Elements Objectives Whatyou want to achieve for the year. Should be quantifiable with a timeframe (the measurements) SDM|Marketing Consultants Coffee Klatsch 22
- 23. 1-Page Marketing Plan Elements ObjectiveExamples – Zookbinders 1. Achieve 2017 sales of $XX million, an increase of 10% 1. Product/Service Breakout — Seasonal/Quarters Breakout 2. Introduce the Reflectionz Cover – Account for 15% of all PhotoBook covers by year end 3. Increase the use of the Website by new/unique visitors from an average of 9156 per month in 2016 to 10k in 2017 SDM|Marketing Consultants Coffee Klatsch 23
- 24. 1-Page Marketing Plan Elements Strategies Allowsan organization to concentrate its limited resources on the greatest opportunities to increase sales and meet objectives How the Objectives will be achieved Every Objective has to have at least one Strategy SDM|Marketing Consultants Coffee Klatsch 24
- 25. 1-Page Marketing Plan Elements StrategyExamples — Zookbinders • 1/2/&3) Use key trade shows to enhance the brand and create greater awareness for current and new products & services. • 1&2) Increase the focus on current clients to increase the use of PB and the selling of new products. • 1/2/&3) Keep Website fresh by updating visuals. SDM|Marketing Consultants Coffee Klatsch 25
- 26. 1-Page Marketing Plan Elements Tactics Theaction you take to execute the strategy SDM|Marketing Consultants Coffee Klatsch 26
- 27. 1-Page Marketing Plan Elements TacticsExamples — Zookbinders • 1/2/&3) Participate in major trade shows - DWF (major sponsor), WPPI (BI & AAS sponsor), IUSA, SPA and PMA • 1/2/&3) Market through: Rangefinder, Postcards (4), Zook- Notes (4), Website, Catalog, Z-mail, ZookBits & On-hold • 1/2/&3) Use ongoing advertising/media tools to introduce Large PhotoBooks plus any new products/services • 1&2) Prepare press releases on new products and send out in a timely manner to key publications • 3) Update Website 2x per year to keep fresh and take advantage of new look from 2016 SDM|Marketing Consultants Coffee Klatsch 27
- 28. SDM|Marketing Consultants CoffeeKlatsch 28
- 29. Thank You Scott Michelson– Principal [email protected] www.Sdmmarketing.com sdmmarketing SDM|Marketing Consultants Coffee Klatsch 29
Editor's Notes
- #5 Product, Prices, Promotions, Place Packaging, Positioning, People Digital marketing focuses on 6Cs Connect Conversation Contact Consideration Consumption Community
- #6 WHY we use Marketing Favorite ad – came out in 1958 in Business Week – Award Winner Updated in 1968 and 1979 and ultimately translated into French, Russian, German, Italian and Chinese
- #7 Inform people – Let them know you’re around Take an action or Open the door for sales
- #8 What worked and what didn’t?
- #10 http://bit.ly/1SO7zlE
- #21 Reis and Trout talk about it terms of Guerilla warfare in Positioning: The Battle for Your Mind
- #22 Reis and Trout talk about it terms of Guerilla warfare in Positioning: The Battle for Your Mind
- #25 Finding the right mix of communication tools and opportunities to increase sales and meet objectives
- #28 Details of what we’re going to do and where