Download Best Practices For Developing Effective Marketing Strategies and

Sara Gonzalez
Alex Makin
Natalia Perera
Best Practices For Developing Effective
Marketing Strategies and Plans
Alex Makin and Natalia Perera
Best Practices For Developing Effective
Marketing Strategies and Plans
Alex Makin and Natalia Perera
Overview
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What is a Marketing Plan
Capturing Data
Turning Data into Strategy
Delivering Strategies
Conclusion
What is Marketing
•
Australian Marketing Institute
– Marketing creates value – for
customers, shareholders and society
as a whole.
– It does this by creating an
alignment between what
consumers value and what
organisations offer.
– It offers techniques that help firms
better understand the needs,
preferences and perceptions of
their customers (a prerequisite to
adding value to them), and ways of
using that understanding to focus
the value-creating and
communicating activities of the firm
into areas where they will be most
effective.
•
American Marketing Association
– Marketing is the activity, set of
institutions, and processes for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners, and
society at large
•
Oxford Dictionary
– The action or business of promoting
and selling products or services,
including market research and
advertising
What does this mean?
Marketing incorporates strategies that create value by
understanding the organisation’s context and how to
reach and influence stakeholders
Business Plan = What
• What you want to
achieve
• What do you want to
achieve in twelve
months?
• What do you want to
achieve in three years?
• Connects all levels of a
business/organisation
Marketing Plan = How
• Supports the vision of
the organisation
• Determines how to
achieve goals
• Determines the
marketing mix
• Sets out actions that
achieve goals
Best Practice Marketing Plans
• Complements existing
direction
• Understand the broader
context
• Build on strengths
• Mitigates weaknesses
• Identifies timeframes
• Encourages collaboration
• Takes a whole of
business approach
The Methodology
• Capture
– Research
– Analysis of information
• Strategy
– Interprets findings
– Recommendations
• Delivery
– Identifies resources
– Confirms timeframes
50/50 Approach
50% research, 50% strategy
• Research identifies
– Competitors
– Similar products and
services
– Key demographics
– Situational analysis
– The current marketplace
– Potential scenarios
– Other areas as required
• Research informs your
strategies
The Capture Phase
Where do you start?
• Who are existing/likely
customers?
• What are their
demographics?
• What other stakeholders
exist?
• Who are your
competitors?
• What factors will influence
marketing?
Situational Analysis
The SWOT Analysis
• Internal factors
– Strengths
– Weaknesses
• These can be controlled
by your organisation
• Leverage strengths
• Understand weaknesses
• External factors
– Opportunities
– Threats/Risks
• How likely are these
external factors?
• What can be undertaken
to influence their
likelihood?
Understanding Customers
Who are your customers?
• What needs do you
fulfil?
• What value do your
products or services
provide?
• What market segments
have these needs?
• What are their common
attributes?
How?
• ABS Data
• Customer surveys
• Product or service
Interaction
• Peer networks
• Purchasing trends
Remember Other Stakeholders
• Consider other
stakeholders
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Business Partners
Funding Bodies
Members
Intermediaries
Suppliers
Volunteers
• You will have multiple
target markets
The Buying Process
• What is the length of
the buying decision?
• Does the buyer use the
product or service?
• Are there other
decision makers?
• Are there other
influencers?
• Need to target the
entire buying process
Role
Purpose
User
The end beneficiary of
the product or service
Influencer
Influences purchasing
decisions
Decider
Makes the purchase
decision
Gatekeeper
Restricts access to
decision makers
Buyer
The purchaser of
product or service
Competitor Analysis
Everyone has competitors
• Direct Competitors
– Offer same/similar products
and services
– Serve similar market
segments
• Indirect Competitors
– Offer different products or
services but fulfil the same
need
• Other Competitors
– Other products or services that
fulfil a related need
The Macroenvironment
PESTEL Analysis
• Political Factors
• Economic Impacts
• Social Attitudes
• Technological Changes
• Environmental Elements
• Legal Frameworks
What is the impact?
• How likely are the
identified changes?
• What impact will they
have on your marketing?
• How do you mitigate
these impacts?
• What does it mean for
competitors?
The Strategy Phase
Research Informs
• Your Key Messages
• Your target markets
• How to reach potential
customers
• The composition of
Products and Services
• Unique value
proposition
Your Objectives
• What is the purpose
of the marketing
plan?
• How do these
objectives relate to
the business plan?
• Articulate these
objectives
Marketing is Collaborative
Be Inclusive
• Marketing involves an
entire organisation
– Target key stakeholders
– Seek feedback
– Review findings
• Ensure goals are shared
• Implementation may rely
on others
Potential Tools
• Conduct workshops
– Share research
– Collaborate on objectives
– Review findings
• Surveys
– Identify response rates
– Analyse key findings
• Interviews
Know Your Target Market
•
•
•
•
Who are they?
Why target them?
Where are they?
How do you reach
them?
• Connect target
markets to strengths
• This creates the value
proposition
How do you respond?
• Differentiate? – Create
a point of difference
and leverage
• Innovate? – Do what
competitors do better?
• Imitate? – Follow the
competition?
• Aim to create value
Unique Value Proposition
• What makes you
different to
competitors?
• Why is this
important?
• How does it provide
an advantage?
• Is it sustainable?
Products and Services
• What is the customer
experience like?
• Are you able to
encourage repeat
purchases?
• Is pricing consistent?
Be Consistent
• Consistency is critical
• Inconsistent messages
create confusion
• What do you want to
solve?
• What are the benefits?
• How will the target
market respond?
• Demonstrate tangible
value
Marketing Communications
• What marketing currently
exists in your organisation?
–
–
–
–
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Websites/social media
Brochures/leaflets
Newsletters
Media releases
Information sessions
Events
Telephone/email
correspondence
• Every form of contact
leaves an impression
Headlines
• Know who you are
targeting
• Appeal directly to
the reader
• Make a claim
• Offer advice
• Give a command
• Offer a challenge
The AIDA Formula
A - Attention
• Gain it through the headline
• Hold it by integrating the headline and
body copy.
I – Interest
• Maintain with creative interesting copy
• Copy appeals to the reader’s emotions
and sense of “What’s in it for me?”
D – Desire
• Build it by persuading the reader to want
to respond
• The reader knows that by taking a course
of action, they gain a benefit
A – Action
• Motivate the reader to call you or visit
you
• Make it easy for the reader to respond
Effective Design
• Know your medium
• Know your audience
• Aim to evoke a
rational or emotional
response
• Eye catching
• Complement and
enhance copy
The Delivery Phase
Putting it together
• What actions will achieve
your strategies?
• How do they help achieve
your strategies?
• How will it be measured?
All Marketing is Measurable
• Identify metrics
• Online Tools
– Google Analytics
– Google Alerts
– Sharing of content
• Offline Tools
– Codes
– Telephone numbers
– Or Asking
• Measure outcomes
Implementation Schedule
• Identify steps
required for each
actions
• Know who is
responsible
• Understand the
resources needed
• Identify timeframes
Action
Responsibility
Resources
Timeframes
Outcomes
Seeking Grants
• Find relevant funding
bodies
• Philanthropic and
government sources
• What value do you
provide?
• How does it align
with funding partner?
Understanding the media
• The media is an
audience for your
event
• Why would they cover
your event?
• What is the story?
• Find a relevant angle
Event Management
• Effective event
management requires
detailed planning and
processes
• Events need to be
planned in advance
• Treat event
management as a
marketing exercise =
use marketing
principles
Social Media
• Extends the reach of
your online presence
• Integrate with
website
• Understand who you
want to reach
• Use the right tools
for the right purpose
Responding to change
• Marketing is dynamic
– Compare results to
expectations
– Why is there a
deviation?
• What has changed?
• Is this a problem?
Conclusion
• Marketing requires
strategy
• Undertake research to
understand markets
• Know what you want to
achieve
• Plan implementation
• Measure results
Syneka Marketing
Success Starts with Strategy

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Marketing Plans
Outsourced Marketing
Award winning
methodology
Businesses, Not-forProfits and Social
Enterprises
Dynamic and Innovative
Leadership Team
Alex Makin
• Managing Director
• Big picture focused
• Strategic thinker
• 15 years marketing and
communications
experience
• Former Mayor and
Councillor
• Public speaker
• Author and mentor
Leadership Team
Natalia Perera
• Innovation Director
• Detail focused
• Creative thinker
• Marketing agency
background
• Finance qualifications
• Avid researcher and out
of the box thinker
Thank You
Free access to our Marketing Self
Assessment (Normally $550)
Email [email protected]
for details
Syneka Marketing
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