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Action Oriented Marketing Planning Bruce Rasmussen Carpe Diem Consulting • What is marketing? • Planning • Why do we exist? • Templates • Marketing in different directions • Failure • Action The Marketing Concept The key roles for the Partner marketer • Marketing plan – market selection, positioning, objectives and strategy • Promotional plan – generating demand • Statement of brand attributes – what is this organisation all about? • Sales support – maximising the effectiveness of the most expensive promotional resource • Understanding the market – to feed all of the above • Objectives • Environmental sensing • Internal review • What are we all about? • Which target markets, and why? • Plan to generate demand within each target market via campaigns • Actions • • • • • Objectives Environmental sensing Internal review What are we all about? Which target markets, and why? • Plan to generate demand within each target market via campaigns • Actions Philosophy for the marketing plan • End in measurable actions • All about figuring out which prospects have relevant pains • Then letting them know we can fix them • Then fixing them properly What is brand? A successful brand is an identifiable product, augmented in such a way that the buyer perceives relevant, unique, sustainable added values that match their needs most closely. Brand is "promise". What lies under the surface… What do we do when we market? Offering Price Promote Distribute (Place) MARKETING MIX TARGET MARKET A marketing plan is NOT a promotional plan Marketing plan – Which target markets, why and how Promotional plan – Getting the message out – Within each target market Jul Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5 Campaign #6 Campaign #7 Campaign #8 Campaign #9 Campaign #10 Ongoing awareness Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Measurement – leads funnel Prospects 500 25 5 3 Target number of contacts for marketing activity Estimated response rate (3-10%) % converted to leads (approx 20%) Sales Wins (NB: % based on historical closure rate) What’s the best way to get the message out? Awareness Interest Desire Action Satisfaction Level of effectiveness Personal selling Public relations Telesales Sales promotions Exhibitions Advertising Awareness Interest Desire Action #1 source of trusted advice …giving people a reason to talk about your stuff and making it easier for the conversation to take place… 1. provide good stuff 2. get people wanting to talk about your stuff 3. foster people talking about your stuff Marketing 1.0 Marketing 2.0 Audience Audience …from audience to participants, from customers to members of communities… Social network marketing Broadcasting - getting prospects to call you • “Clutching at straws” • Best – Seminars (small scale) – Speeches at client industry meetings – Articles in client-oriented (trade) press – Proprietary research • Middle – Community/civic activities – – – – – – – Publicity Brochures Seminars (ballroom scale) Direct mail Cold calls Sponsorships Advertising – Networking with potential referral sources – Newsletters Managing the Professional Services Firm David H. Maister Free Press Paperbacks 8 reasons why marketing plans fail 1. 2. 3. 4. 5. 6. 7. 8. Pleasing the wrong people Overreaching Overbearing Out of sight, out of mind Nebulous No ownership Budget oriented Immeasurable http://www.staples.com/sbd/content/article/e-h/eightreasonsmarketingfails.html Readiness offer • 40days of readiness training ($12k) – – – – Public schedule Customised readiness Competency certification Customer focused workshops • 1 day sales/marketing/business value consulting – Sign up during APC http://carpe-diem.typepad.com/apc2008 http://carpe-diem.typepad.com/apc2008