A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never see the light of day.

1. 191019
GAMBAR COVER BUKU/
GAMBAR PENDUKUNG LAIN
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BOOKCLUB
HIGHLY
EFFECTIVE
MARKETING
PLAN
Chapter 7-15
Peter Knight

2. HEMP #01-06
#01 THE DESIRED RESULTS
#02 WHAT’S IT WORTH?
#03 WHAT ARE THE CONSEQUENCES?
#04 WHO ARE YOUR TARGET AUDIENCES?
#05 WHAT DO YOUR TARGET AUDIENCES CURRENTLY
THINK, FEEL AND DO?
#06 WHAT DO YOU WANT YOUR TARGET AUDIENCES
TO THINK, FEEL AND DO?
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3. HEMP STEP #07
WHAT’S THE
STORY?
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4. STEP #07: WHAT’S THE STORY
If someone asked every person in your company,
“what do you do?”,
would they give a coherent, compelling and consistent answer?
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5. STEP #07: WHAT’S THE STORY
We urge you to write down the
story, ensuring it’s written from
the perspective of the key
target audiences.
For example, does a dentist fix
bad teeth or do they help
people give a better and more
attractive first impression?
“Take out all the corporate
babble - your audience
doesn’t want to hear it”
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6. STEP #07: WHAT’S THE STORY
KEY POINTS:
+ State in as few words as possible what it is your
products and services actually do
+ Cut out all the peripheral stuff
+ Keep focused on the “meat and potato” of your offer
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7. HEMP STEP #08
YOUR ONE BIG
THING
AKA THE TEN SECONDS SPELL
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8. STEP #08: YOUR ONE BIG THING
Sometimes people have so much to say about their business, products
and services, the key message gets lost.
It becomes drowned out by all the other ‘stuff’. Given that most people
have an incredibly short attention span it’s really important we believe to
identify the one key message.
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9. STEP #08: YOUR ONE BIG THING
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Having written a 90” pitch, the next step is to write a 10” one.
It must be communicated above all else and make sure it’s
comes across loud and clear on all marketing communications.

10. STEP #08: YOUR ONE BIG THING
KEY POINTS:
+ Summarise in ten seconds or less what you do in a
compelling way
+ Rather than tell the whole story, create a statement that
leaves your audience wanting more
+ Make sure that this message comes across in all
communications
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11. HEMP STEP #09
WHAT’S THE
BENEFIT OF THAT?
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12. STEP #09: WHAT’S THE BENEFIT OF THAT?
Check to make sure your
personality, story and one big
thing are all appropriate and of
value to your key target
audiences.
Ideally your one big thing
should be motivating to
customers on both a rational
and emotional level, something
that makes them smile when
they first hear it.
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13. STEP #09: WHAT’S THE BENEFIT OF THAT?
KEY POINTS:
+ Things which benefit you might not always benefit your
customer
+ Check that your “ten-second sell”, has real benefit for
your customer
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14. HEMP STEP #10
KNOW
YOURSELF
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15. STEP #10: KNOW YOURSELF
The most important thing is that your company personality is one
which appeals to your main target audience.
And it must be CONSISTENT!
If you don’t really know what the personality for your company is, or
indeed what you’d like it to be, one useful exercise is to compare
your business with others from different sectors.
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16. STEP #10: KNOW YOURSELF
KEY POINTS:
+ Every company has a personality - what’s yours?
+ Your personality needs to appeal to your target
audience - if it doesn’t then change your personality -
it’s easier than changing your customers.
+ Make sure that your personality is consistent and
comes across in all communications.
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17. HEMP STEP #11
HOW WILL YOU
TALK TO YOUR
TARGETS?
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18. STEP #11: TALK TO YOUR TARGETS
Having completed your HEMP to this point you now will want to
start communicating with your key target audiences.
If you know your key target audiences really well,
you’ll know where they “hang out” what they read and what they
are interested in.
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20. STEP #11: TALK TO YOUR TARGETS
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TELEVISION
Customer will get interested with
advertisement that sells benefit,
the more she/he will seek out
information and the more
responsive she/he will be to your
persuasion.
Today’s younger audiences have
shorter attention spans. The
tolerance younger audiences have
for daster pacing, more cuts in a
commercial, even fifteen-second
and ten-second spots.

21. STEP #11: TALK TO YOUR TARGETS
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CINEMA
Cinema ads roll prior to the movie
previews while guests are finding their
seats. Most people arrive early to find a
seat and get comfortable, and that's
when they view the ads. Cinema is the
perfect fit for local and regional
advertising.
Cinema audience is in a more receptive
frame of mind for viewing your ad,
therefore making it more effective. It can
be a cost effective way of making a big
splash with your message to a small but
highly targeted and predisposed
audience.
Additional Benefits:
1. Impact
2. Mass Audience
3. Promotional Push
4. Millennials

22. STEP #11: TALK TO YOUR TARGETS
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RADIO
Psychologists tell us that consumers
need to be exposed to an advertising
message at least three times before it
begins to penetrate. Radio have a local,
national, and international reach just like
TVs. It is a good chance to capture the
listener’s attention.
The advertiser can concentrate instead
in projecting its brand character, forming
a more emotional and personal
relationship with its target audience.
Radio can be used both as brand-
building medium and tactically to
promote a special promotion.
Radio features segmented markets.
You can personalize your messages,
you can tailor specific messages
to reach specific demographics.

23. STEP #11: TALK TO YOUR TARGETS
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POSTER & PRESS ADVERT
Local, regional and national print media
has a wider reach. This will work
perfectly if you know your target(s) &
what they currently think and do.
Newspapers have fixed ad-slots that
are used by marketers to inform
customers/prospective customers about
the brand or offers. But current trends
indicate newspapers are skipping a
generation.
Magazines exist in niches and make it
easier for marketers to reach their niche
directly through them.
Posters are highly visible and have
huge impact but they can’t contain a lot
of information. Keep it simple, less is
more.

24. STEP #11: TALK TO YOUR TARGETS
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DIRECT MARKETING
Direct marketing is a type of advertising campaign that seeks to bring an action in a
selected group of consumers (such as an order, visit the store or the website of the mark
or a request for information) in response a communication by the marketer. Such forms
are web marketing, email marketing; direct mail, web seminars, telemarketing
promotions, sales channels, direct sales, advertising flyers, catalogs and more.

25. STEP #11: TALK TO YOUR TARGETS
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PUBLIC RELATIONS
PR can be so powerful when compared with other media and often is the most successful
and cost effective. PR can be used to gain awareness of your business and it appears
more “believable” format than other communications.
If you’ve developed a new product which you believe will transform your industry, you
might get away with issuing a press release or managing a press briefing to several key
journalists.
You need to think about how it can be packaged. Use a real case study, tell a true story
which just happens to include your innovation as the hero.

26. STEP #11: TALK TO YOUR TARGETS
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SPONSORSHIP
Sponsorship is a partnership with different corporates or events to get more impressions
and is usually carried as a part of brand building strategies at a BTL level.
This case study illustrates how Infiniti formed its partnership with the Red Bull Racing F1
team to increase its global brand awareness, enter new markets and increase its market
share in the luxury car market.

27. STEP #11: TALK TO YOUR TARGETS
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INTERNET
The single most powerful new media since television. Imagine
newspaper, radio station and TV channel being merged? Thats
web.
Make clear preposition for your web visitor: what to do next.

28. STEP #11: TALK TO YOUR TARGETS
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AMBIENT MEDIA
Describes every other media. Creates intrigue and raise
awareness through its unusual locations.

29. STEP #11: TALK TO YOUR TARGETS
KEY POINTS:
+ There are lots of communication options available to
you
+ Understand what is and isn’t possible from each type
of communication medium
+ Choose very carefully the most relevant and cost
effective
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30. HEMP STEP #12
HOW MUCH?
Before you go any further, remind yourself of
how much money your desired result is going to make
(see HEMP Step 2)
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31. STEP #12: HOW MUCH?
“If I spend X can you at least guarantee that we will generate Y?
Answer: Yes or No -- it’s really a leap of faith. It’s how creative
you are with your strategy that will determine your success.
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32. STEP #12: HOW MUCH?
Possibly the most frustrating
thing about marketing is that
we can’t know before we
spend our money what the
result will be.
One thing though, with a
HEMP you’ll know much
more that without one and
will have eliminated many
potentially wasteful
practices along the way.
It has the ability to focus
and ensure that everything,
including the investment
required, is in alignment.
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33. STEP #12: HOW MUCH?
KEY POINTS:
+ Always have a marketing budget
+ Set the budget in advance and expect to spend it
+ Share your budget with key people and your agencies -
- don’t play games
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34. HEMP STEP #13
OTHER
RESOURCES
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35. STEP #13: OTHER RESOURCES
It’s not just money you’ll need to get your desired result.
You need people, equipment, office, and factory space, and
so on: RESOURCES.
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36. STEP #13: OTHER RESOURCES
Of all the resources,
the most important to gain
advance commitment from,
is people.
Get other people on board.
They feel involved and
indeed can contribute.
People here not just the
people you work with, but
also suppliers, agencies, and
anyone giving their time,
idea for creating your HEMP.
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37. STEP #13: OTHER RESOURCES
KEY POINTS:
+ It’s not just money you need, other resources will be
necessary to implement your plan -- what are they?
+ It’s important to identify all the resources you need up-
front, before you start to put your plan into action
+ Other resources, particularly people, will contribute
more to your overall plan the earlier they are involved.
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38. HEMP STEP #14
MEASURE IT
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39. STEP #14: MEASURE IT
Tom Peters is credited with first saying
“If you can’t measure it, you can’t manage it.”
The most obvious measurement is sales.
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40. STEP #14: MEASURE IT
Sales analysis can and should
be very detailed with factors
such as product line, territory,
time period and individual
performance all taken into
account.
How you go about measuring
will largely be determined by the
type of business you have and
the sector in which you operate.
Example: how many people visit
your web? Or how many people
give feedback or your
campaign?
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41. STEP #14: MEASURE IT
KEY POINTS:
+ Measure your return on marketing by identifying
up-front the things to measure
+ Sometimes it’s the less obvious indicator
which are the most effective
+ If you rely on sales figures or income alone your
measurement might be too late to take action
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42. HEMP STEP #15
WHAT NEXT?
MAKING YOUR HEMP COME ALIVE
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43. STEP #15: WHAT NEXT?
Write your HEMP in your word.
The key to HEMP is to keep it simple, relevant and
above all bullshit free!
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44. STEP #15: WHAT NEXT?
KEY POINTS:
+ All plans need a start point
+ It’s useful to identify the first ten or so steps,
particularly if the plan will take some time to implement
+ Break your HEMP down into bite-sized chunks
+ You feel better about completing stages of a plan
rather than waiting until it’s completed
-- set out the stages
+ Properly celebrate when you achieve your desired result
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45. + Sometimes you need to do in business is speak more
often with your existing customers as opposed to
having to find new ones all the time.
+ Sometimes the clients need to sample something before
they will buy it -- that’s understandable.
+ In a competitive market place where several companies
offer largely the same product and service what can you
do differently? Having a significant point of difference
creates many advantages, allowing you to stand out
from the crowd. Find the gaps.
+ If you can benefit an individual personally then you’re
more likely to gain their interest and the opportunity to
sell them something else of more significance.
HEMP LESSONS
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46. HEMP FINAL THOUGHTS
Creating HEMP will, more
often than not, reveal many
things about your business
and indeed about your
personality.
Everything in life is
marketed and sold.
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47. THANK YOU
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