marketing plan and productivity - current - mar 2021
TRANSCRIPT
5/3/2021
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Marketing Plan andProductivity
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30 April 2021
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Downloading session handout
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Agenda
Understand the importance of a Marketing Plan
Review the components of a Marketing Plan
Discover how to use a Marketing Plan to create
focus and drive networking conversations
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Marketing Plan
Leverages productivity
Provides a strategic plan
Creates focus
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Marketing Plan components
Positioning Statement
Professional objective
Target listTarget market
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Professional objective
Concise phrase or sentence that describes the kind of work you are seeking. It reflects values, traits, skills, interests, overall experience and expertise.
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Branding statement
Convert conversational positioning statement into a written one.Competencies are a cluster of skills and personal characteristics.
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Questions to explore
What geographic
area do I prefer?
What industry do
I prefer?
Can I clearly
describe my market?
Sufficient number of jobs each month
in my target market?
Size of organization
How will I effectively
use the internet?
Organizational culture? (Optional)
What resources
will I use to build a list?
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Target market
List types of organizations you plan to pursue and research.Include four key elements: geography, industry type, size, and culture.
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Target list of companies
Start with a list of 50 companies and use criteria to identify organizations.Research companies on LinkedIn® and D&B Hoovers on CRN.
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Using your marketing plan
Increases your productivity
Represents the M in SMART networking
Shows network contacts you are focused
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SMART vs. SELL meeting agendas
Use SMART to network with your personal network
Use SELL for meetings with key decision-makers
EExplore
their needs
LLink your benefits to their needs
LLeverage a
next contact
RReferrals
TTrade
information
SSummarize
your message
MMarketing
Plan
AAsk
questions
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Next steps
Create a Marketing Plan using the four components
Define the size and scope of your target organizations
Incorporate the Marketing Plan into your networking strategy
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