Download Marketing Videos Handouts

Sources Cited in Crafting and Delivering the Marketing Message (5 videos)
American Marketing Association www.ama.org
Cohen, Heidi. http://heidicohen.com/marketing-definition/
Reis, Al and Trout, Jack. Positioning: The Battle for your Mind. New York: McGraw-Hill.
Worthington Libraries. www.worthingtonlibraries.org
Marketing and Sales Engagement Process (AIDA)
When planning your marketing program be sure to move your customers up the “buying ladder.” Select tactics to
motivate customers to be more than simply aware of your offering. You want them to become engaged and take action!
Awareness
Interest
Decision
Action
Collateral material
Response advertising
Trial offer
Training
Advertising
Direct mail
User Testimonials
Support & Service
Advertising specialty items
Demo CD/video
Non-response mailers
What’s New newsletter
Events/Open houses
Presentations
Market research/focus groups
Newsletters
Blogs
Social Media
Website
CONTACT:
Judy Michaelson, MLS
[email protected]
614-389-3019
www.jammrkt.com
Marketing Plan Outline
Situation Analysis. In this important introductory section you define the environment into which you will launch
your new product or service or reposition your existing product or service. Think of this section as background
information that helps explain the need for the plan.
Product Description. In this section describe your product or service. Talk about its differentiating features and
benefits. Examine its competitive advantages, if appropriate.
Competitor or SWOT Analysis. Some plans will include a section about competitors or a SWOT analysis to further
ground the marketing strategy. Who else does what you do? In what ways do you do it better?
Target Audiences. This section will highlight the target audiences for the marketing campaign. Being specific about
audiences helps define the communication channels you’ll want to use.
Market Position. Given your product, your competition and your target audiences, how will you “position” your
product in the marketplace to achieve “mindshare?” This section will define the way you want your publics to perceive
and think of you. This is a pivotal section of the plan – the way you want to be perceived will drive the entire
marketing campaign.
Campaign Focus, Theme and Timing. The market position is an internal statement. It describes from your vantage
point through an evaluation of factors (e.g., competition, target audiences, situation analysis, etc.) how you want to be
perceived. The campaign focus and theme are the outward expression of the market position. Based on your market
position, what theme will you use to tie together your campaign? This theme will be depicted in words and graphics. It
will be on all your marketing materials – from web site to advertising, direct mail, signs and brochures.
Key Messages. Once you’ve identified your markets, your market position, and your campaign focus it’s time to hone
the messages to each of these audiences. The development of the messages at this point will save time in copy
development later. Agreeing on the messages up front facilitates copy writing and results in fewer revisions and rewrites.
Marketing Campaign Objectives. This section of the plan helps ensure everyone has the same vision for the
marketing campaign. What do you expect the campaign to accomplish? How will you evaluate and measure the
success of the campaign? What are the short-term objectives? What are the long-term objectives?
Marketing Strategy. With the groundwork laid for a successful campaign, you are ready to define overall strategy
and specific tactics.
Marketing Tactics. Finally, the marketing plan will include a detailed tactical plan, with specific activities and the
timeframes for their completion. This section also should include the estimated costs for each tactic so priorities can
be established if the budget can’t accommodate all tactics.
CONTACT:
Judy Michaelson, MLS
[email protected]
614-389-3019
www.jammrkt.com
Target Audience
Customer
Customer Need
What We Deliver
What Could We Deliver
Barriers
Objectives, Strategies and Tactics
Objectives
1
2
CONTACT:
Strategies
Tactics
1.1
1.1.1
1.1.2
1.1.3
1.2
1.2.1
1.2.2
1.2.3
1.3
1.3.1
1.3.2
2.1
2.1.1
2.1.2
2.1.3
2.1.4
2.2
2.2.1
2.2.2
2.2.3
Judy Michaelson, MLS
[email protected]
614-389-3019
www.jammrkt.com