Download The hardest part of your marketing plan!

The hardest part of your marketing plan!
Mark W Wilson Initiatives, consulting
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What is a
marketing
plan?
Sales
Building a relationship with your customer


Knowing your customer
Getting your customer to
know about you
marketing
plan
Marketing
Tools to make “sales” successful
Subdivide and link products to niches
Product
A
a
marketing
plan
1
Product
B
Product
C
Product
D
Targeted market
segment
marketing
plan
2
marketing
plan
3
b
g
d
e
Nomenclature
Company maturity
Lots of “dimensions”
Hope (no company, yet)
Start-up (no sales, yet)
Emerging (some sales, no cycle yet)
Established (product cycle)
Document type (title)
Idea Investigation
Project plan
Marketing plan
Business plan (new biz)
Strategic plan (existing biz)
Portfolio mgt (projects)
Innovation engine
Idea’s (product) maturity
Idea, chat, napkin (we’ve mentioned it)
exists on paper (we’ve thought about it)
prototype (we’ve tried it)
single product
product family
Table of Contents



Market/Industry intelligence
 Define “space”, sales, growth, competitors,
share, trends...
S.W.O.T
 Strengths, Weaknesses, Opportunities, Threats
4 P’s (marketing mix)
 Product
 Price
 Place (distribution)
 Promotion



Brochure, collateral, image…
Advertising, recognition…
Sales leads, targeting…