1. MARKETING
PLANNING
FOR
SMEs
A
model
for
success
CONSULTING
*
PLANNING
*
ACTIVATION
INSPIRED
THINKING
SME
2. Introduc@on
to
marke@ng
for
SME’s
1. Where
is
my
business
now?
2. Where
do
I
want
it
to
be?
3. How
do
I
get
it
there?
4. What
ac<vity
will
get
it
there?
5. Who’s
doing
what
&
when?
6. How
do
I
stay
in
control
&
make
informed
decisions?
Success
is
in
the
planning
This
deck
is
designed
to
help
you
create
successful
plans
• Star@ng
a
business
is
a
big
step
and
good
planning
will
protect
your
brand
and
help
you
spend
your
marke@ng
budget
wisely
• Don’t
jump
in
&
make
costly
decisions
on
websites,
design
or
printed
materials
un@l
you
have
created
a
plan
• This
deck
will
help
you
create
a
marke@ng
plan
to
answer
these
6
ques@ons……………….
3. GeTng
started
1. Situa@on
Analysis
2. Objec@ves
3. Strategy
4. Tac@cs
5. Ac@ons
6. Control
Use
the
6
easy
step
SOSTAC
plan
to
create
a
brand
and
marke@ng
plan
to
help
your
SME
grow
4.
Is
there
a
need
or
demand
for
your
idea?
Are
you
crea@ng
something
new?
Is
there
a
clear
market
opportunity?
Where
is
the
business
now?
• Is
there
a
gap
in
the
market
for
your
idea?
• Are
there
compe@tors?
What
are
they
doing?
What
is
different
or
unique
about
your
idea?
• Where
will
you
get
it
made
&
how
will
it
be
distributed
• How
much
are
people
prepared
to
pay
and
can
you
make
a
profit?
• Road
test
your
idea
with
people
who
are
in
your
target
audience
• Do
your
research
&
talk
to
as
many
people
in
the
industry
• Find
out
where
your
audience
hangs
out
online
• Where
will
you
sell
your
product
• Have
you
got
a
brand?
SITUATION
5.
Set
objec@ves
you
can
measure
to
be
sure
you’re
spending
your
budget
wisely
Where
do
you
want
it
to
be?
• What
are
the
brand
objec@ves?
• What
are
your
marke@ng
objec@ves?
-‐ Increase
social
media
fans
-‐ Lead
genera@on
-‐ Direct
website
orders
• What
are
your
sales
objec@ves?
-‐ Distribu@on
in
retailers
-‐ No.
of
units
-‐ Margin
%
Set
objec<ves
for
all
marke<ng
ac<vity
to
determine
what
works
Be
SMART
Specific
–
with
numbers
Measurable
–
monitor
performance
Ac@onable
–
Can
you
do
it
Reasonable
–
Is
it
realis@c
Timed
–
Can
you
do
it
within
your
@melines
OBJECTIVES
6.
Answer:
A.
Define
your
audience
How
do
you
get
there?
• Who
are
they?
What
do
they
do?
What
do
they
like?
What
are
their
preferences?
What
do
they
buy?
Where
do
they
hang
out?
What
do
they
earn?
The
list
goes
on…
• Why
will
they
be
interested
in
your
product?
What
gap
does
it
fill?
How
does
it
make
them
feel?
Why
will
they
buy
it?
Why
would
they
buy
it
again?
STRATEGY
• Organise
your
target
audience
into
different
groups
based
on
this
informa@on.
• Create
personas
to
help
you
understand
your
different
audiences
beaer
hap://knowledge.hubspot.com/contacts-‐user-‐guide/how-‐to-‐
create-‐personas
• Work
out
how
to
create
an
emo@onal
&
psychological
connec@on
with
your
audience
7.
Answer:
B.
Create
a
brand
How
do
you
get
there?
• Build
a
brand
NOT
just
a
product
or
service
• Brands
are
difficult
to
copy
&
there’s
huge
equity
in
those
who
make
it
big
• People
buy
a
brand
for
lots
of
reasons
-‐ How
it
makes
them
feel
-‐ How
it
makes
them
look
-‐ The
benefits
-‐ The
promise
-‐ What
it
stands
for
Use
this
model
to
work
out
your
brand
……
It’s
harder
than
you
think………
STRATEGY
8.
Answer:
C.
Define
clear
messages
&
tone
of
voice
How
do
you
get
there?
• Be
clear
about
your
market
posi@on
• Have
clear
messages
to
reinforce
benefits
and
audience
needs
• Use
languages
and
highlight
things
you
know
will
resonate
with
your
audience
Sense
check
this
meets
your
business
objec<ves
And
that
you
can
make
the
desired
claims
• Highlight
the
quali@es
and
added
value
of
your
brand’s
proposi@on
or
marke@ng
deals
• Tweak
your
messages
for
different
target
audiences
where
necessary
STRATEGY
9.
What
types
of
marke@ng
ac@vity
do
you
use?
What
is
cost
effec@ve
and
delivers
results?
What
ac@vity
will
get
it
there?
• By
now
you
know;
-‐ Your
audience
-‐ The
opportunity
-‐ Your
unique
brand
benefits
-‐ Brand
messages
• Select
the
right
marke@ng
channels
to
reach
your
audience
• If
you’ve
done
your
research
you’ll
know
where
your
audience
gets
informa@on
&
where
to
spend
your
budget
• Map
each
£
you
spend
to
specific
outcomes
so
they
can
be
measured
TACTICS
10.
Learn
new
skills
to
find
and
engage
audiences
What
ac@vity
will
get
it
there?
• Get
the
basics
right;
-‐ Website
-‐ SEO
-‐ Google
analy@cs
-‐ Social
media
• Learn
how
to
use
social
media
&
create
a
blog
to
release
content
• Make
it
easy
for
customers
to
find
your
business
• Provide
transparent
&
authen@c
content
to
support
your
brand
stories
TACTICS
11.
Be
disciplined
and
decisive
Who’s
doing
what
and
when
• Priori@se
ac@ons
&
ac@vi@es
• Allocate
tasks
based
on
experience
&
capabili@es
• Do
a
budget
&
keep
track
of
what’s
being
spent
&
what
return
you’re
geTng
• Focus
on
your
strengths
and
don’t
try
and
take
everything
on
yourself
• Get
to
know
other
small
businesses
in
your
area
and
work
together
Know
when
to
outsource
to
experts.
ACTION
12.
Monitor
your
ac@vity
and
progress
to
determine
decisions
Stay
in
control
• Marke@ng
is
an
ongoing
process
• Review
your
metrics
to
see
if
you’re
mee@ng
your
objec@ves
• be
afraid
to
abandon
underperforming
channels
• Take
calculated
risks
&
try
new
things
• Stay
abreast
of
market
changes
and
audience
preferences
• Join
communi@es
within
your
markets
to
share
informa@on
CONTROL
