Marketing planning for SME's

Marketing Planning 4 Growth 1-Day Programme| 21st January 2011

About me

•  Marketing and brand practitioner

•  10 years experience in Public & Private sectors

•  http://uk.linkedin.com/in/benmumbycroft

Today’s session

•  To define the key elements of the marketing planning process

•  To look at why marketing planning is important for growth

•  To put theory into practice and get you to create marketing plans for your businesses

Schedule

9.00am – 9.30am: Marketing refresher

9.30am – 10.30am: Interactive exercises

10.30am – 11.00pm: Coffee break

11.00am – 12.30pm: Interactive exercises

12.30pm – 1.30pm: Lunch

1.30pm – 3.00pm: Interactive exercises

3.00pm – 3.30pm: Coffee break

3.30pm – 4.30pm: Final exercises & close

Marketing Refresher

“What is marketing?”

Here comes the science bit

“The management process responsible for anticipating, identifying and satisfying customer needs and wants profitably.”

Producer Customer

I need a new car…

Hello, we make cars!

Mutually satisfactory exchange

“Business success is not determined by the producer but by the customer.”

Peter Drucker

Choose your customers wisely!

Know thy customer!

Producer Customer

But I don’t like red

No exchange takes place

We make great red

cars

Satisfy thy customer

Producer Customer

We make great cars! I bought one

and it broke down!…

Their cars are unreliable!

The market

The marketing planning process

1. Business goals

2. Marketing audit

3. SWOT

4. Marketing objectives

5. Marketing strategy

6. Marketing tactics

7. Monitoring and control

Customer

Why plan?

Because even simple markets are

complicated

Make it cheaper! Make it

better quality!

Customers Producers

Buy me!

Routes to market Distribution &

Communication

No buy me! No buy me!

No buy me! No buy me!

Make it faster! Make it eco

friendly! Make it just for me! Make it

better quality!

Make it ethically! Make me feel

successful!

“Today’s real competition doesn’t come from direct or even indirect competitors. It comes from the extreme clutter of the marketplace.”

Marty Neumeier

Buy these books…

1. You need to start-out with a clear goal in mind

2. You need to know who you’re serving…

3. Who you’re competing against…

4. What makes you different…

5. How you’re going to get your message across…

6. And how you’re going to measure success…

Build it and they will come... is no longer an option!

Exercise 1: What’s your vision?

My Vision (2009)

“To get a well paid job (£50K+ per annum) as a brand consultant working with bright, creative and inspirational people at a leading strategic marketing agency where my experience and skills will be recognised, valued, and rewarded.”

Exercise 1

Working in pairs – 10 minutes

•  In terms of your business where do you want to be in 12-months from now? What’s is your ideal? Write a short vision statement.

•  Based on the above outline 3-4 core business goals e.g. profitability, brand recognition, market share, new product launches, customer satisfaction etc.

•  Discuss with your partner

Exercise 2: Where are you now?

SWOT Analysis…

Exercise 2 – Part I

Working individually – 10 minutes

•  Brainstorm a list of your key strengths, weaknesses, opportunities and threats

•  In terms of achieving your vision prioritise the top 3 in each column

•  Discuss with your partner

Exercise 3: Target customers

Exercise 3 – Part I

Working individually – 10 minutes

•  List all of the different types of customers you sell to and the products/services you sell to them

•  In terms of achieving your business goals which customers are the most important and why?

The Boston Matrix

Exercise 3 – Part II

Working pairs – 20 minutes

•  In terms of your vision, produce a stereotype cartoon of the key customer group you will need to impress to get your ideal job

•  Are they male or female, married or single, young or old etc.

•  What car do they drive?

•  What media do they listen to, watch, read?

•  What are their likes and dislikes?

•  What factors would stop them from employing you?

•  What can you do to overcome these?

•  Based on the above, what do you think is the best way to communicate to this person and why?

Here’s some I did earlier…

Exercise 4: Key Competitors

Exercise 4

Working individually – 10 minutes

•  In terms of your vision, who do you see as your top 3 direct and indirect competitors?

•  How similar/different are they to you?

•  What the key strengths and weaknesses of each?

Exercise 5: Differentiation

“In a world where everyone is after

your business you must supply your customers with a

compelling reason to buy you instead of

your competitor.” Jack Trout

Exercise 5

Working in pairs – 10 minutes

•  Based on everything you have learned in the previous exercises, summarise your brand promise on the back of your business card i.e. what’s your compelling reason?

•  Compile a list a 4-key facts to evidence/ support/communicate the benefits of the above statement

ONLY we can…

My brand promise*…

Buy these books…

Exercise 6: Getting your message

across

Whatisabrand?

1. Advertising

From Big…

To Small

From Google

To Facebook

To LinkedIn

2. PR

Advertising versus PR

3. Direct Marketing

Comfy pack…

4. Personal Selling

5. Sales Promotion

6. Viral marketing

Exercise 6

Working in pairs – 20 minutes

•  Based on achieving your business goals and reaching key target audiences what do you think is the right marketing mix for your business?

•  Prepare a marketing campaign plan and present back to the group

Last exercise…

Questions

Thank you for your attention!

For more info:

Ben Mumby-Croft

Email: me@benmumbycroft.com

Mobile: 07738 963828

Connect: http://uk.linkedin.com/in/benmumbycroft

Download: www.slideshare.net/benmumbycroft