developing a marketing plan for your club, nov 2014
TRANSCRIPT
Developing a Marketing PlanFor Your Club
Xerxes SetnaAndrew Mitchell
“How are we supposed to sell a diet pill that makes you blind?”
“We’ll let marketing worry about that.”
- The Simpsons
15 seconds
Whybother with planning?
What goes into your plan?
Six stages to planning:
1. Situation Analysis (key issues)2. Objectives3. Audience4. Key messages5. Strategy and Tactics6. Evaluation
Situation analysis - where are we now?
Positive(What can help)
Negative(What to be wary of)
Internal
External
Positive(What can help)
Negative(What to be wary of)
Internal
External
Think in terms of:
• People
• Finance
• Resources
• Location
• Unique selling points
• Competition
• Economy
• Technology
• Media/political focus
• Social
What key issues do you want to address?
Asking the right question is key
Objectives
Where do we want to get to?
Who do you want to communicate with?
Who should we direct our effort on?
Influence
Interest
Low
High
Influence
High
Interest Low
Key playersKeep satisfied
Monitor Keep informed
Who should we direct our effort on?
Influence
Interest
Low
High
Influence
High
Interest Low
Key messages
Strategy and tactics
Strategy
Tactics
• Website
• Newspapers
• Newsletter / e-newsletter
• Direct mail
• Posters• Events
• Blog posts• Competitions
Eval
uat
ion
-A
re y
ou
win
nin
g?
Success is 97% perspiration, 2% inspiration and 2%
attention to detail.
