2. TheWerkshop Philosophy Marketing as a discipline is really a box of tools. The marketing plan is its instruction manual. Advertising – hammer PR – flashlight/megaphone Web presence – magnifying glass Events – painter’s tape Direct mail – screwdriver Analytics – measuring tape Loyalty programs – glue Social Media – tacks, nails, staples
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4. Building the instruction manual. Step 1: Identity Crisis Knowing who you are. Mission See handout.
5. Building the instruction manual. Step 1: Identity Crisis Knowing who you are. How you measure success Core Values
22. ONLINE MARKETING + SOCIAL MEDIA What do you have planned for the future that we need to know about?
23. PRODUCTS/SERVICES General overview: (A few sentences on who your company is and what you do – in your words.) Market area(s): (Where are your customers now? Where do you want them to be?) Revenue streams: (How you make money… what do you charge for?) HISTORICAL TIMELINE – any major events we need to know about? Tell us when you opened, if you’ve moved, your largest sales day ever, etc. Year: Year: Year: Year:
24. Building the instruction manual. Step 4: Goal Setting Be specific. # new clients Sales growth? Entry into new market segment? Revenue growth? Questions to ask yourself. Is there a deadline? Is it measurable? How? When? Who is holding you accountable?
25. Building the instruction manual. Step 5: Identify your message Write it down – do a messaging exercise Plan your content Campaigns, promotions, advertising, social marketing
26. Building the instruction manual. Step 6: Circle of Trust Knowing who your friends are. Who are your COIs? Write them down. Family Friends Professional relationships Mentors Business associates Strategic alliances Partnerships/Sponsorships
27. Building the instruction manual. Step 7: That’s So2009! Knowing that you are still current. Verify it with Marketing Research
28. Building the instruction manual. Step 8: Put it all together Plan outline Situation Analysis Goals Strategies Tactics Exhibits
29. Good plans shape good decisions. - Lester Robert Bittel (b.1918), writer