MarketPlan

Strategic, Practical, Creative

The key element to marketing success is working a practical or doable plan that takes a holistic approach to your business and marketing efforts. Marketing success is not rocket science, but is simply the consistency of working the plan. By design, our Action Steps will increase your marketing effectiveness by coordinating campaigns, building marketing momentum, and utilizing available cost efficiencies.

Our MarketPlan Assessment is a data gathering tool from which analysis and specific Action Steps can be developed. Action Steps provide specific activities that will contribute to the accomplishment of your identified goals.

There are five elements of the Success Cycle involved. The many elements of our MarketPlan Assessment are listed below:

1. Identity — Who are you? What are you selling? And who do you want to it sell to?

  1. Business/Organization Description, Goals, Philosophy
  2. Demographics/Psychographics
  3. SWOT Analysis (strengths, weaknesses, opportunities, and threats)
  4. Customer/Client Profile
  5. Customer/Client Contact Points
    • Target market — Who is your message directed to?
  6. Core Marketing Message/Unique Sales Proposition
    • Problem/Solution — What is the concern or issue of your client, and what is your solution?
    • Benefits — What are all the various ways your services help your clients? Your target message.
    • Your Unique Advantage — What makes you stand out in a way that makes a difference to your clients?
    • Risk Reduction — What are you promising to deliver that reduces the perceived risk of your clients doing business with you?
  7. Tag line (motto) — short phrase that focuses four elements:
    • What problem do you solve?
    • Communicates a benefit to the customer
    • Self-explanatory and very simple
    • Easy to remember (jingo)
  8. Trademark (logo) — your business symbol
  9. Pricing
  10. Action Steps

2. AppearancePutting it all together. Appearance or presentation is a matter of packaging and producing business collateral.

  1. Develop an executive summary of your business.
  2. Produce collateral as necessary:
    • business cards
    • stationary
    • brochures
    • sales sheets
    • catalogs
    • newsletters
    • website/eNewsletters
    • advertising
    • press releases
    • speaking engagements
    • networking opportunities
  3. Develop your elevator marketing statement — describe the benefits/solutions that your business provides and who it provides them for in less than 50 words.
    1. [Company/product] is a [description] that/who helps [type of customer reach desired benefit]. Unlike other [description], [company/product] [difference].
  4. Action Steps

3. ActivateDeployment of collateral in your business environment. Activation involves increasing awareness about your business/product/organization/service. Activation involves putting your collateral in motion, and/or generating awareness.

  1. Product/Service Placement
  2. Press Releases
  3. Promotional Products
  4. Networking
  5. Advertising
    1. Flyers
    2. Newspapers/Magazines
    3. Radio
    4. TV/Cable
    5. Events
      1. Trade Shows, Fairs, Booths
      2. Word of Mouth/Buzz

4. Advocate — the art of closing the deal, also known as sales.

  1. Everything done prior to this point has been to put you in contact with qualified potential clients/customers. Persuasion is sales, but if you have done the previous items successfully, by the time you get to this point you should be talking to qualified customers/clients who are ready to buy. But of course you still need to close the deal.
    1. Sales Training
    2. Sales Personnel
    3. Sales Script(s)
  2. Action Steps

5. Accomplish — Getting the job done.

  1. Doing a great job opens up a variety of marketing tools that are not available if you don’t do a great job. So, ask your existing customers for testimonials and referrals. Get feedback from them and use it to improve your business. However, doing a great job is not a matter of happenstance. It requires the careful and consistent application of business principles.
  2. There are four fundamental areas of business that need attention if your business is to be successful — marketing, operations, finance, and personnel. Performance in all of these areas effects everything else — positively or negatively.
    1. Referrals
    2. Testimonials
    3. Word of mouth
  3. Action Steps

We will continue to work with you to implement your marketing plan in a way that is both effective and affordable.

Request a copy of our MarketPlan guide, or call to about how we can help you succeed.

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