the 90 minute marketing plan 2010 v3v

8/7/2019 The 90 minute Marketing Plan 2010 v3v

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The 90 minuteThe 90 minute

Marketing PlanMarketing Plan

Presented by

Dan StielStiel Direct LLC

(949) 300-8325

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Can you develop aCan you develop a

Marketing Plan in 90 minutes?Marketing Plan in 90 minutes?

If you think you can - or think you can't,you're probably right.

- Henry Ford, Industrialist c. 1863 - 1947

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Todays Goal: Build your PlanTodays Goal: Build your Plan

y Were going tofocus on the TwoParts of an

effectiveMarketing Plan Your Strategic Plan

Your TacticalImplementation

Plany But where do we

start?

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What came first?

Your Marketing Plan?

- or

Your Marketing Goals?

Begin with the End in Mind.

-- Stephen CoveyThe 7 Habits of Highly Effective People

A Chicken or Egg Question!A Chicken or Egg Question!

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Setting Goals & ObjectivesSetting Goals & Objectives

y Set goals & objectives that are:

Reasonable

Believable

Achievable

Measured

y Set Quantitative and Qualitative

goals Just the Facts, please

Soft and Fuzzy feels good, too

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Setting Goals & ObjectivesSetting Goals & Objectives

y Goals & Objectives are not thesame thing

Strategic plans have goals

x GOALS = DESIRED RESULTS

Tactical plans have objectives

x OBJECTIVES = COMPLETION OF TACTICS &ACTIONS TO GET YOU TO YOUR GOAL

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Goals & ObjectivesGoals & Objectives

y Goals might includex $$ Sales per month

x ## Widgets sold per hour

x $$ Profit per yearx Open ## new markets

y Objectives might includex ## Telemarketing calls made per minute

x ## New products introduced this year

x % customers who receive a thank you note

x ## Billboards in Shanghai, China next year

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Every plan must be openEvery plan must be open

to changeto change

Nothing endures but change.- Heraclitus, Greek Philosopher

c. 535 BC - 475 BC

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Developing your StrategicDeveloping your Strategic

Marketing PlanMarketing Plan

The Six Steps to Strategy

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The 6The 6--Step Strategic PlanStep Strategic Plan

y Define goals, challenges &opportunities

Acquisition = Making new customers

Activation = Breathing life into newcustomers

Usage = Increasing your Share of Wallet

Retention = Keep profitable cash flows

Market Development = Create NewMarkets/Products

Market Insight = Understand change

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1. Acquisition1. Acquisition

y Define who do you want as newcustomers?

Geography

x where will your customers come from

Demography

x what will your customers look like

Psychologyx What will motivate customers to shop with

you and keep shopping

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2. Activation2. Activation

y Get your customers to use what theybought Engage your brand

x How many people will actually use the product asintended?

y Fundamental to service industry success What are the barriers your customers face in

using the product?

y New customers at biggest risk

What actions will you take to ensure peopleactivatex Dont forget dormant customers

x How will you get current customers whove stoppedusing to re-activate?

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3. Usage: Increase Wallet3. Usage: Increase Wallet

ShareSharey Spend more with you - and less withyour competitors What are the barriers to buying more

from you?x What will you do to remove those barriers?

Cross-sellx What can you cross sell to current customers

x What will you do to cross-sell

Promote repeat businessx Measure future Intent-to-buy-againx Intent-to-recommendx What will you do to increase these measures?

Exceed expectations

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4. Retention4. Retention

y Keep profitable cash flows fromslipping away. Measure andcreate an action plan to ensure

you are: Relevant

Remembered

Competitive Differentiated

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5. Market Development5. Market Development

y Developing New Markets

Geography

Demography

Psychology

Products

y Are you staying with change

Its usually better, at least o.k., to befirst to-be-second

x Its never o.k. to be second-to-last

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6. Market Insight6. Market Insight

Who, What, Where, When Why, How, If, Then, So

y Do you understand

Customers

Changing markets

Competitors

Economic forces

New world orders

Challenges

y Research the

fundamentalsy Your products,

customers, markets, andtheir future:

Technology

Financial

Marketplace

Competitive

Fashionistas & Tastemakers

Resources financial,

human, physical

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Summarize Your Plan in WritingSummarize Your Plan in Writing

y Defining goals, challenges andopportunities

Acquisition

Activation

Usage

Retention

Development Market insight

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Part II: Create Your TacticalPart II: Create Your Tactical

PlanPlan

Strategies to Tactics Tactics to Sales

y Translate yourstrategies into tacticalTo-dos

y Tactics must be:

Effective must achieve

the goals Efficient must use

resources wisely

y Types of Tactics:

Developmental

Communication

Creation

Implementation

Consummation

Finalizing

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Development TacticsDevelopment TacticsExamplesExamplesy Developmental tactics might

include:

Product development

Opening New Stores & Markets

Building a web store

Remodeling

Vendor sourcing Employee training

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Communication TacticsCommunication Tactics

Old School still works New School the Wild West

In-store merchandising

A new logo or signage

Direct Marketing

Web Ordering

Advertising

x Newspaperx On-line

x Magazine

x Broadcast

x Yellow Pages

Social Media

Viral Marketing

SpecialEvents/Community

Mobi phones, iPads

Android, et al. Google, Apple ads

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Communications BasicsCommunications Basics

y What do you want your audienceto do?

y Where are they?

y What do they want from you? Build your value-proposition

y Tell your story

y

Engagement. Get noticed!y Ask for the sale!

y Exceed customer expectations!

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A Final ThoughtA Final Thought"The person who gets the farthest is generallythe one who is willing to do and dare. Thesure-thing boat never gets far from shore."

Dale Carnegie

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ContactContact

Dan Stiel Stiel Direct LLC

PO Box 51084 Irvine, CA 92619 USA

(949) 300-8325 [email protected]

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the 90 minute marketing plan 2010 v3v

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