Introduction to marketing planning

Alex Tucker@tuckera

BEFORE YOU PUT PEN TO PAPER

Things to consider

The Business PlanWhere is your business going?

The Marketing StrategyHow are you going to get there?

The Marketing PlanWhich turns do you need to take?

Timing

• Planning cycle• How long will consensus take?• Reporting and reviewing progress• Schedule and deliverables• What's happening in the real world?

Marketing resource

Evolved function

Limited function

No function

FOUNDATIONS OF YOUR MARKETING

Planning the plan

• Competitors• Economic

factors

• What’s happening in the marketplace

• What you don’t do well

• What you do well

Strength Weakness

ThreatOpportunity

Internal factors

External factors

Goal setting

• How do you want to be perceived?• What growth are you trying to achieve?

• Where is new business coming from?• What types of clients to you want to attract?

Internal

External

market the things you do well to people that need your help.

Current Capabilities

• What services do you currently offer?• Are your clients aware of all the help you offer?

• Where do you have the most expertise?• How many new clients do you need for growth?

• Will you need to recruit?

no research occaisional research frequent research0.00%

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growthprofitability

Research your clients and prospects

MESSAGING AND TACTICSThe “what”

Creating the message

Learn to express• What is unique about your practice?• What are you good at?• What do clients need you for?• Why do clients come to you? • Why do they stay?

Common marketing tactics

Offline

Print ads

Networking

Publicspeaking

Partnering

Public relations

ReferralScheme

Common marketing tactics

Online

Website

SocialNetworkin

g

Content Marketing

Email marketing

Search marketing

MEASURE EVERYTHING (EVERYTHING YOU CAN ANYWAY)

Measurement and metrics

Simple measurements

Tell your stakeholders how you intend to measure your marketing

• Campaign costs• Leads generated • Resulting proposals• Win ratio• Long term client

value• Set expectations• Review and

improve

Marketing by numbers

• Marketing ROI• Marketing expense to revenue• Customer acquisition cost• Time to repay customer acquisition cost

To-do

• Perform SWOT• Set your goals• Assess current capabilities• Research your prospects and clients• Craft the message • Describe your tactics• Commit to KPIs