90 Sec Decks is a series of presentations that neatly and clearly break down major marketing concepts for your consumption in 9 slides or less. All of the presentations are provided under a Creative Commons Attribution 3.0 Unported License, so by all means download, modify, share and enjoy! All I ask in return is an acknowledgement link. In this installment, I cover the 7 essentials you need to cover for an effective, actionable marketing plan.

1. Smart marketing in 9 slides or less
Writing Great Marketing
Plans: 7 Essential Elements
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2. To be effective, any marketing plan
should contain 7 basic elements.
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3. 1
Wy
“Why am I doing this?”
Outline the situation, and why a
marketing solution is necessary
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4. 2
Wo
“Who am I marketing to?”
What are their:
• Likes/dislikes?
• Age groups?
• Interests?
• Incomes?
• Locations?
• Opinions?
Know your
Image by Ann C
utting
customer
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5. 3
Wt
“What do I want them to do?”
Make your objectives SMART:
Specific, Measurable, Achievable, Realistic, Time-driven
“We’re going to…”
“…dominate the goat- “…persuade goat-farmers to
milking industry, woo, buy $627’s-worth of milking
yeah!” equipment by 2011, woo,
yeah!”
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6. 4
Hw
“How am I going to reach them?”
Online advertising? Email? Social media? Content marketing?
Direct mail? Field events? TV? Press releases? Door-to-door salesmen?
Sandwich boards? Skywriting? PPC? SEM? SEO? WTF? Twitter? Branding?
Facebook ads? Billboards? Bus wraps? Sweepstakes? Radio? Yellow Pages?
Sign-spinners? Balloons? Magazine ads? User-generated content?
{
#1 What you’ll do
For each channel, state:
#2 Why it makes sense
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7. 5
Wn
“When am I going to do all this?”
Plot out each channel
over time & look for
oppty’s to overlap &
integrate
…and don’t forget to
account for lead time!
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8. 6
$$
“How much am I going to spend?”
Figure out your total
budget, and divide it up
across your proposed
marketing channels.
vine
Image by Ron Le
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9. 7
Su
“How will I measure success?”
Sales?
New subscribers?
Website traffic?
Retweets?
Which metrics are important?
(tell me, dammit!)
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10. Let’s face it:
Marketing is
hard work
Ensure the effort’s
worth it with a good
plan.
Created by Jason Amunwa | jaffydesigns.com/blog Creative Commons Attribution 3.0 Unported License