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What are you really saying? Marketing Plan Development Tools Devon Moody-Graham,MBA Urban Entrepreneur Strategist Small Business Advocate What is a marketing plan? A marketing plan is a comprehensive document or blueprint that outlines a company's advertising and marketing efforts for the coming year. It describes business activities involved in accomplishing specific marketing objectives within a set time frame. In short, a marketing plan tells specific people what you are going to do and when you are going to do it for a particular amount of time. What are you really saying with your marketing plan? How important is it? A marketing plan is almost as important as a business plan. It is the part of your plan that will evolve over time. It's not a static document. It needs to change as your business grows, and as new and changing marketing trends develop. Here are 3 top reasons that it is important to have a clear marketing plan. 3 Reasons you need a marketing plan Gives clarity to who your market is. Helps you craft marketing messages that will generate results. Provides focus and direction. 3 Reasons you need a marketing plan Gives clarity to who your market is. It's easier to find clients and customers if you know who they are. Every product is NOT for everybody Sounds elementary but so many companies thinks that they have something that EVERYONE can use This is pointless marketing…literally. If there is no focus, you will lose money and time Let’s use an example. 3 Reasons you need a marketing plan Helps you craft marketing messages that will generate results. Marketing is about knowing what your product or service can do to help a target market.Your messages need to speak directly your market. Do you know how your product or service helps your customer? If not, you are not ready to market or sell anything to anybody. What pain does your product relieve? 3 Reasons you need a marketing plan Provides focus and direction. With tools to reach your customers such as email, social media, advertising, guest blogging, direct mail, publicity, etc., you need to know what to say, how to say it, and to WHOM you are saying it. With so many marketing choices, you need a plan for determining the best course of action for your business. It’s easy to get off track, stick to the methods that work for you during a certain period and do well with them. My person example 5 Steps to Create a Marketing Plan Step 1:Your Situation Step 2: Ideal Customer Step3: Goals Step 4:Strategies Step 5: Budget Step 1: Your Situation What does your company do? Product/Services Benefits to Customers Thorough - SWOT Analysis ( VERY IMPORTANT) Example: The Biz Spot Step 2: Ideal Customer Start simple with a brief description then expand Age, sex, family composition, earnings, geographic location, lifestyle, income, etc. For B2Bs- Business type, size, location, budget, etc. Who knows their ideal customer??? Step 3: Goals What do you want to achieve with this plan Market share, dollar amount, exposure, investors, etc. Be focused on certain outcomes in order to achieve them Make sure that they are SMART goals Specific, Measureable, Attainable, Realistic, and Timely Who has specific goals that they want to reach by end of 2016? Step: 4 Strategies What marketing strategies are you going to use? Advertising, public relations, direct marketing, cold calling, social media, blogging, speaking, email, loyalty programs… What are going to be your primary tools when, what time of year? What are going to be your secondary tools? Who will you use them on? Ultimately all of these will depend on your BUDGET Step 5: Budget A percentage of your income or startup funds need to go towards marketing, whether its Facebook ads, a vendor event, conference table or travel for a speaking engagement you will need marketing dollars. Friends and Family are your next tier after self financing, fundraising, events, grants, loans, crowdfunding are all ways to get funding for a budget No matter how small NEVER Stop marketing in some way. One Page Marketing Plan Now let’s use what you have learned and start to complete this handout. Use your handout and plugin the information that you have to create a starter or add on to an existing plan. Thank you For questions you can contact me at: Devon Moody-Graham LinkedIn Facebook Twitter: @TheCEOMom1 Instagram: @The.CEOMOM