The Marketing ProcessBy Terry BurrisSeptember 18, 2015

Overview• Ideation• Set high-level goals • Plan detailed objectives with metrics• Ensure your success will be measurable• Determine your target market(s)• Plan your strategy• Write your marketing plan• Execute your plan• Measure your success

It all starts with a great idea…

and a lot of thought.

Ideation

Do your best to determine what your customers want next:

• Enhance an existing product or service

• Create a new product or service which fills a need

• Market an existing product or service

• Offer a discount on an existing product or service

Set high-level goals

• Increase brand awareness

• Advise your customers that your employees contribute to the community

• Triple current sales

• Increase hits to the website

Plan detailed objectives with metricsExamples:• Increase website hits by 40% in the

month of July.• Increase gross sales by 25% in 1

month - from November 15 to December 15, 2015.

• Publish a newspaper article monthly about how the company employees give back to the community.

Ensure your success will be measurable • Put the proper tools in place for reporting• For website hits, use Google Analytics or a similar tool• For sales figures, request reporting internally• Consider reporting on customer reviews of your products

and services

Determine your target market(s)

Examples:• 12 to 18-year-olds with a

mobile phone or device• Households within a 20-

mile radius of a specific store

Plan Your Strategy

• Engage any outside vendors, artists, business analysts, developers, etc., needed for the project

• Secure any budgetary funds needed• Estimate the value of the effort• List separately the strategy and

marketing techniques to be used for each effort

• Learn the demographics for the target market(s) you have chosen

Write your marketing plan• This plan must contain all the details for the effort(s) at

hand.• Include the reasoning behind each decision.• Prioritize each marketing effort within the document, to

provide guidance for any unforeseen budgetary issues.

Execute your plan • Follow the plan as it was laid out

in the Marketing Plan document.• Treat newer ideas as future

possible efforts.• Watch, wait, and document.

Measure your success

• Evaluate the launched effort• Discuss any lessons learned

with team• Determine whether other efforts

should follow and when• Add notes from all of the above

to the original Marketing Plan

Questions?