Short presentation on creating a marketing plan and how to measure marketing ROI.

2. MARKETING
S t r a t e g y A n d P l a n s
Starting at the end makes good dollars and sense!

3. WHAT IS YOUR SALES GOAL?
W h a t D o Yo u Wa n t To A c c o m p l i s h ?
“Don’t put the cart (strategy and plans) before the horse
(result). Goal determines strategy, strategy does not
determine goal.”

4. STEP - 1
DETERMINE BUDGET

5. DETERMINE BUDGET
S t e p - 1
 You can’t execute a strategy or a marketing
plan if you don’t know how much money
you can spend.
 According to Entrepreneur Magazine, your
marketing budget should be anywhere from
6% to 20% of your gross revenue or
projected revenue.
Marketing Budget
6% - 20%
Of Gross Revenue

6. DETERMINE BUDGET
S t e p - 1
 For new companies (1-5 years old), your
marketing budget should be 12% plus of
gross/projected revenue. You need to spend
more to establish your brand.
 For established companies, your marketing
budget should be 6% to 12% of gross/projected
revenue. Remember, brands like Microsoft,
Coca-Cola, McDonald’s and Nike never stop
marketing.
88%
12%
OVERALL BUDGET
Revenue Marketing Budget

7. STEP - 2
WHO’S YOUR CUSTOMER?

8. WHO’S YOUR CUSTOMER?
S t e p - 2
 Sorry, the answer isn’t
“everybody.”
 Get serious about demographics
and psychographics so you can
choose marketing medium wisely.
It’s not
Everybody
So choose your marketing medium wisely!

9. WHO’S YOUR CUSTOMER?
S t e p - 2
Demographics
Male or female
Age
Education level
Geographic location
Occupation
Income level
Psychographics
What type of music?
What kind of food?
What do they read?
How tech savvy are they?
What do they drive?
Hobbies?
Religious and political
leanings?
If you are not comfortable
or do not have time to
prepare your own
surveys, outsource this
function to marketing
students, or hire a
professional.

10. STEP - 3
LET THE PLANNING BEGIN?

11. BEGIN PLANNING
S t e p - 3
 Develop a minimum of a 90-day marketing plan
(a year is even better).
 If social media will help you achieve your goal, a
social media plan should be developed in
addition to your marketing plan.
Marketing Plan
90 Day

12. BEGIN PLANNING
S t e p - 3
 All advertising, social media, brand
development and events should support your
end result.
 If a marketing idea or option doesn’t reach
your target customer, it’s not going to help you
achieve your sales goal.

13. STEP - 4
MEASUREMENT TOOLS

14. DEVELOP MEASUREMENT TOOLS
S t e p - 4
 How will you know if your marketing efforts are
getting you the ROI (return on investment) you
expected?
 Nothing happens overnight but if you do
nothing, then nothing happens. Give your plan
at least 6-12months.
Months
6 – 12

15. STEP - 5
EXECUTE THE PLAN

16. BEGIN PLANNING
S t e p - 5
Measure frequently, but stick with your well-developed plan
long enough for it to work. And, finally, enjoy the results of
your hard work!
“ If you fail to plan, you plan to fail! ”