3. Part
I:
Objec-ves
• What do we want to see happen?
• How will we measure success?
• Goals must be measurable.
4. Part
II:
Analysis
• What makes us tick?
• What’s up with the competition?
• Who are we talking to?
5. Self
Analysis
• Strengths and weaknesses
• Are you a leader in your category?
• What do you do best?
• Do you sell something that your prospects
want?
• What makes you better than your
competition?
6. Know
Your
Compe--on
• Who are your top three competitors?
• What are their strengths & weaknesses?
• What are they saying about themselves?
7. Know
Your
Target
• Who are your ideal customers?
• Can you describe them?
• Does he know he needs what you sell?
• What is her single most important want?
8. Part
III:
Posi-oning
• How to stand out: Be Different
• Most effective positioning is SINGULAR
• What is your elevator speech?
• What can you deliver better than the
competition?
• Is it important to your customers?
• Is it a unique claim?
9. The
Sweet
Spot
• What does your customer want that you
can deliver better than your competition?
• Write a positioning statement
• Internal marketing mission statement NOT
a tagline.
10. Part
III-‐B:
Brand
• Ideally built around positioning
• Consider your brand personality
• Will it resonate with your target?
• Create a tagline or slogan
11. Part
IV:
Execu-onal
• Budgeting
• Product
• Creative
• Digital
• Media
• Public Relations
12. Budge-ng
• Establish annual budget
• Must be sustainable
• Based on percentage of projected sales
• Include staff time and overhead
• 1-10% typical
13. Product
Strategy
• Which product(s) should you focus on?
• Highest profit?
• Most popular?
• Exclusive home of?
16. Media
Strategy
• Get your brand and digital house in order
before spending one penny
• TV, Radio, Print, Online
• Most cost effective way to target
customers
• Consider geography, demographics,
production costs, comfort level
17. Public
Rela-ons
• Earned Media
• Community Activities
• Sponsorships
• Trade Shows
• Social Media
• Blogging
18. Final
Thoughts
• Maintain a consistent message
• Have a dedicated person work on
marketing every week
• Give it time to work
FORGE Marketing Summit, Thursday January 27: Branding, Social media, public relations and integrating traditional advertising with digital marketing.
How many of you have a written marketing plan?
Today you're going to learn some fundamental techniques for writing a basic marketing plan. However, if I could teach you everything you need to know in 45 minutes, my business would be in serious trouble!
In front of you is the entire presentation so anyone is bored already, you save yourself an hour. Also you'l find another worksheet called 50 Essential Questions. this is available for free download on our website and follows this same approach but offers more detail.
Before you ever get ot write a headline or talk to a media rep
sales, web traffic, store traffic, average sale amount, phone calls, etc
sales, web traffic, store traffic, average sale amount, phone calls, etc
sales, web traffic, store traffic, average sale amount, phone calls, etc
probably the most difficult because it’s hard to judge our own strengths and weaknesses.
probably the most difficult because it’s hard to judge our own strengths and weaknesses.
probably the most difficult because it’s hard to judge our own strengths and weaknesses.
probably the most difficult because it’s hard to judge our own strengths and weaknesses.
probably the most difficult because it’s hard to judge our own strengths and weaknesses.
current customers may not be the same as your prospective customers.
current customers may not be the same as your prospective customers.
current customers may not be the same as your prospective customers.
current customers may not be the same as your prospective customers.
political campaigns do this to the extreme
political campaigns do this to the extreme
political campaigns do this to the extreme
political campaigns do this to the extreme
political campaigns do this to the extreme
political campaigns do this to the extreme
You may have to invent a distinct positioning if you can’t differentiate your product.
VISA vs. American Express
Dominoes pizza
You may have to invent a distinct positioning if you can’t differentiate your product.
VISA vs. American Express
Dominoes pizza
You may have to invent a distinct positioning if you can’t differentiate your product.
VISA vs. American Express
Dominoes pizza
Claim your slice
All car dealers sell the same cars.
We could spend all day on branding.
If your brand was a person
don’t stray to far from your roots or your core beliefs. Your customers won’t believe it.
A tagline won’t make you something your not.
We could spend all day on branding.
If your brand was a person
don’t stray to far from your roots or your core beliefs. Your customers won’t believe it.
A tagline won’t make you something your not.
We could spend all day on branding.
If your brand was a person
don’t stray to far from your roots or your core beliefs. Your customers won’t believe it.
A tagline won’t make you something your not.
We could spend all day on branding.
If your brand was a person
don’t stray to far from your roots or your core beliefs. Your customers won’t believe it.
A tagline won’t make you something your not.
another topic we could spend all day on.
Does the ad match the brand and match the business?
If you’re not a trained and talented graphic artist...
A good artist can make you look as good as you are.
another topic we could spend all day on.
Does the ad match the brand and match the business?
If you’re not a trained and talented graphic artist...
A good artist can make you look as good as you are.
another topic we could spend all day on.
Does the ad match the brand and match the business?
If you’re not a trained and talented graphic artist...
A good artist can make you look as good as you are.
another topic we could spend all day on.
Does the ad match the brand and match the business?
If you’re not a trained and talented graphic artist...
A good artist can make you look as good as you are.
how many o fyou have seen one of the ads for bofo?
chris dudley in his carefree and happy pre-politician days
If your website is more than three years old it’s probably ready for an overhaul.
SEM: fishing trawler story if time
Remarketing
Email: your customers are a million times more likely to shop with you than anyone else.
Social media: could spend all day on this: you should be doing it and you should learn how it works or find someone in your organization to own it. REmember 85% conversation, 15% sales pitch.
If your website is more than three years old it’s probably ready for an overhaul.
SEM: fishing trawler story if time
Remarketing
Email: your customers are a million times more likely to shop with you than anyone else.
Social media: could spend all day on this: you should be doing it and you should learn how it works or find someone in your organization to own it. REmember 85% conversation, 15% sales pitch.
If your website is more than three years old it’s probably ready for an overhaul.
SEM: fishing trawler story if time
Remarketing
Email: your customers are a million times more likely to shop with you than anyone else.
Social media: could spend all day on this: you should be doing it and you should learn how it works or find someone in your organization to own it. REmember 85% conversation, 15% sales pitch.
If your website is more than three years old it’s probably ready for an overhaul.
SEM: fishing trawler story if time
Remarketing
Email: your customers are a million times more likely to shop with you than anyone else.
Social media: could spend all day on this: you should be doing it and you should learn how it works or find someone in your organization to own it. REmember 85% conversation, 15% sales pitch.
Take the time to meet personally with your local newspaper editor or reporter.
Take the time to meet personally with your local newspaper editor or reporter.
Take the time to meet personally with your local newspaper editor or reporter.
Take the time to meet personally with your local newspaper editor or reporter.
Take the time to meet personally with your local newspaper editor or reporter.
Take the time to meet personally with your local newspaper editor or reporter.