2. WHAT IS MARKETING?
“Marketing is the delivery of customer
satisfaction at a profit.”
The 4 P’s The 4 C’s
Product Customer Solution
Price Customer Cost
Place Convenience
Promotion Communication
3. WHAT WILL A MARKETING PLAN DO FOR ME?
Help you establish goals
Force you to look at your competition
Take a process approach to your business
Add discipline
Drive strategy
Create parameters for helping to make informed decisions
Help produce results
5. MARKETING PLAN COMPONENTS:
BREAKING IT DOWN
SITUATION ANALYSIS
Market Summary
What is the market? Situation Marketing
What are the trends Analysis Strategy
Who is my customer
SWOT Analysis
Strengths Sales Expense
Weaknesses Forecast Budget
Opportunities
Threats
Competition
7. MARKETING PLAN COMPONENTS
MARKETING
STRATEGY
How do you plan to reach
your goals? Situational Marketing
Marketing
Situational
Analysis Strategy
Strategy
Focus on your strengths Analysis
and opportunities
What is your value
proposition?
What are the main Sales Expense
Expense
benefits you offer Forecast Budget
Budget
Who is your target
customer
What price
8. EXAMPLES OF VALUE PROPOSITION
Your plan should support your value proposition
EXAMPLE: Michelin Tires: Offers safety conscious parents
greater security in tires, at a premium price.
EXAMPLE: Quickbooks: Offers user friendly, dynamic
accounting software at an affordable price point for small
business
9. FURTHER DEFINING VALUE THROUGH THE
CUSTOMER’S EYES
What does the customer get from me that he/she doesn’t
get anywhere else
Find the value you create for the customer
HOW TO ACTIVITY:
1. List all of the business problems your offering solves for
customers
2. Highlight those problems you solve better than anyone
else
10. THINK ABOUT BENEFITS
Features Benefits
Six cylinders Powerful
Four cup holders Storage
Leather seats Prestige
Reclining seats Comfort
On-board GPS Convenience
Airbags Safety
11. IDEAL CUSTOMERS: DO YOU KNOW WHO THEY
ARE?
What are their attributes? List them.
Where can you find them?
Helps you figure out your market potential and growth
potential
12. ONE PAGE MARKETING PLAN: GETTING STARTED
Get started by focusing on one to three key objectives
Be a leader in those areas
Own a feature your market highly values
Develop one strong marketing message that communicates
your leadership and position
Make sure all communications support that message
13. CRAFT YOUR “ELEVATOR” STORY
A brief explanation that describes:
Typical problem you solve best or better than your competition
How you helped and what was unique
Elevator
Story
• A simple
paragraph
Problem you Unique way
solve you help
14. ELEMENT THREE’S ELEVATOR STORY
“Element Three is like having a marketing department in
house that’s capable of assessing the situation and giving
you the right blend of marketing insight, brand clarity, and
creativity to meet you goals. We ensure you spend your
resources on the highest impact activities and can show
results for your marketing efforts.”
15. DEMAND CREATION TACTICS
On line
• Websites, email marketing, SEO,
media webinars, Angie’s List
Social • Facebook, My Space, Twitter
Media • Blogs
• Tradeshows, conferences,
Events workshops, speaking engagements
16. DEMAND CREATION TACTICS
Public
• Press Releases, news coverage,
Relations article placement, sponsorships
• Print, newsletters,
Advertising publications,programs
Viral • Word of mouth, video, YouTube
17. SUM IT UP : STEPS TO A PLAN
Define Product Offering
Price
Budget
Target Markets
Competition
Goals
Strengths, Weaknesses, Opportunities, Threats
Strategies
Tactics
Promise
Message