1. P. Jay Massey
11-2010

2.  Jay Massey
◦ Web Services – University of West Florida
◦ Founder – Coco Design Associates, est. 1994
◦ Principal – Idea Launch Partners
◦ Past President – Amer. Advertising Federation – Pensacola
 Duties:
◦ Web Management
◦ Internet Marketing Strategy
◦ Enterprise-level Development
◦ Mentor

4. ◦ Positioning Strategy
 Target Customer 1
 Problems
 How Product Solves Problem
 Benefits to Customer
 Target Customer 2
 Target Customer 3
◦ Branding Strategy
 Naming
 Logo
◦ Pricing Strategy
 List Price
 Wholesale
 Retail
 Volume / Discount Price
◦ Advertising Strategy
 Print / Traditional Media
 Online
 Search Engine Optimization (SEO)
 Organic
 Search Engine Marketing (SEM)
 Paid Placement
 Google Adwords
 Banner Ads
 Social Media
 Press Release
◦ Sales / Distribution Strategy
 Direct
 Channel
 Value Added Reseller (VAR)
 Distributor
 Ecommerce

5.  A Marketing Plan is the strategy you will employ to
get your customers to buy your products / services
 A Marketing Plan is a subset of your overall
Business Plan
 The marketing plan includes 5-6 major areas:
◦ Product / Service Positioning Strategy
◦ Branding Strategy
◦ Pricing Strategy
◦ Advertising / Promotions Strategy
◦ Sales / Distribution Strategy

6.  Create a brief paragraph describing your
basic marketing goals
 Keep it simple, make it so your mom can
understand it

7.  Develop several versions:
◦ 15-word description
◦ 25-word description
◦ 50-word description
◦ 100-word description
◦ 250-word description
 Can anyone say multiple “elevator pitch”

9.  Target Your Customers
◦ What are their problems
◦ Create a solution
◦ Describe how your product solves their problem
◦ Describe the benefits to customer

10.  Developing the brand
◦ Naming
◦ Logo
◦ URL
◦ Colors
◦ Slogans
 Put some thought into it, you’re stuck with
this for a long time
 Seek professional help

11.  List Price
◦ Wholesale
◦ Retail
 Volume / Discount Price

12.  Print / Traditional Media
 Press Release
 Online
◦ Search engine optimization (SEO)
 Organic
◦ Search engine marketing (SEM)
 Paid placement
 Google Adwords
 Banner ads
◦ Social media

13.  Direct
 Channel
◦ Value Added Reseller (VAR)
◦ Distributor
 Ecommerce

14.  Announcements
 Targeted geographies
 Launch promotions
 Sales training
 Launch event

16.  Evaluate your competition
 Identify each of their:
◦ Strengths
◦ Weakness
◦ Opportunities
◦ Threats

17.  Identify target markets
◦ Create a Market Summary for each
 Description
 Current trends
 Estimated size
 Growth rates

18.  Surround yourself people smarter than you
◦ Advertising / PR agency
◦ Graphic designer
◦ Copy writer
◦ Market analyst
◦ Web designer / developer
◦ Communications manager
◦ Advertising manager

19.  Positioning Strategy Date _________
 Branding Strategy Date _________
 Pricing Strategy Date _________
 Advertising Strategy Date _________
 Distribution Strategy Date _________
(Product generally available at this time)
 Launch Strategy Date _________
 Distribution Channel Communication _________
 Initiate Press Release Distribution _________
 Begin Advertising _________

20.  Present your Marketing Plan in concise, layman’s
terms describing what your product / service can
do for the customer
 Use the strategic Marketing Plan outline as a
template to create an on-hand presentation to be
able to take advantage of immediate opportunities
 It’s not about being lucky, it’s about being ready

21. Jay@IdeaLaunchPartners.com
Linkedin.com/in/PJayMassey
Slideshare.net/CocoDesign