“get a new plan, stan…” a little marketing planning goes a long way
TRANSCRIPT
“Get a new plan, Stan…”A little marketing planning goes a
long way
A quick and dirty guide to marketing planning…
What do you want?
What’s your motivation?
Where’s the money?
Where are your customers?
Why should people buy from you?
How much time have you got?
Pulling it all together
What do you want?
What are you trying to achieve? Is this a lifestyle choice? Do you want to build a business
that can change the world?
What’s your motivation?
Do you want to create something that you can sell later?
Create a legacy for your family?
Do you just want to do your own thing?
Are you fulfilling a need in the marketplace?
Where’s the money?(work out your priorities – which helps you decide where to focus your marketing activity)
Offering(example)
Price Point
Offering Revenue
% of Revenue
1-2-1 Coaching
£75.00 per hour
£30,000 94%
Ebook £25 per unit
£700.00 2%
Group coaching
£25 per hour
£1500.00
4%
Where are your customers?(assuming you know who they are – if not that’s a whole other workshop )
Online
Do they read blogs? If so which ones?
Are they on Facebook/Twitter or other social media?
What are their favourite websites?
Offline
What networking events do they go to?
What magazines/newspapers do they read?
Do they go to exhibitions?
Do they listen to the Radio or Watch TV?
Why should people buy from you?
Clarity of message is vital
You may need different messages for different audiences
Which could mean separate marketing plans for each product area and/or target audience
(Yep – this is about the ubiquitous USP)
How much time do you have?BE REALISTIC
This will have a bearing on the kind of marketing you do…
Marketing Calendar
Activity Jan Feb Mar April May JuneBlogs 2 x articles 2 x articles 2 x articles 2 x articles 2 x articles 2 x articles
Social Media
5 x per week
5 x per week
5 x per week
5 x per week
5 x per week
5 x per week
Press releases
1 x story 1 x story 1 x story
Press Ads Ad hoc special deals
Ad hoc special deals
Ad hoc special deals
Ad hoc special deals
Ad hoc special deals
Ad hoc special deals
Trade shows
Hospitality show
Chamber show
Web promos
Valentine’s special offer
Easter specials Summer solstice competition
Pay Per Click Jan sale Easter special New product launch
Networking events
BNIChamber Event
BNIFSB Event
BNIChamber Event
BNIBiz Network Lunch
BNIChamber Event
BNIFSB Event
Emailshot Promo Newsletter Promo Newsletter Promo Newsletter
Newsletter Print newsletter
Print Newsletter
Content CalendarExample: Small Hotel
Jan Feb Mar Apr May Jun Jul
Fixed stuff Valen-tines day
Mother’s day
Easter Bank Hols School Hols start
Blogs and SM
Winter in the lakes
Customer story
Valentine special
5 romantic walks in the lake district
Mother’s day special
Cumbrian treats for special mums
Easter special
Great places to roll easter eggs in the lakes
Long weekend specials
5 great walks to see bluebells
Summer solstice in Cumbria
New summer menu
Fun events for Kids
5 places to hire bikes in the lake district
Email Early bird booking for xmas next year
Valentine special
Mother’s day special
Easter special
Long weekend specials
Great reasons to eat
Family days out in Cumbria
Network-ing message
Menu specials for non residents
Valentine special
Mother’s day special
Easter special
Long weekend specials
New summer menu
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PPC - Valentine special
Mother’s day special
Easter special
Long weekend specials
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