Overview on how to write a marketing plan. Guides you through the important steps to consider as you put your plan together.

1. HOW ABOUT A
MARKETING PLAN
THE STEPS TO CREATING YOUR OWN
MARKETING PLAN
2010

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

4. GETTING STARTED: KEY COMPONENTS
Situation Marketing
Analysis Strategy
Sales Expense
Forecast Budget

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

6. SWOT ANALYSIS

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

18. QUESTIONS
ofnote@discoverelementthree.com or call 317-879-9592