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# 7B – MARKETING PLAN & # 7B – MARKETING PLAN & BUDGETBUDGET
Elements of Elements of MarketingMarketing
The Marketing The Marketing PlanPlan
4 P’s of a 4 P’s of a Marketing PlanMarketing Plan
Budgeting for Budgeting for MarketingMarketing
Freebie MarketingFreebie Marketing
MARKETING PLAN… MARKETING PLAN… PLAN PLAN TO MARKETTO MARKET
MARKETING PLANMARKETING PLAN
MARKETING PLANMARKETING PLAN
MARKETING PLANMARKETING PLAN
MARKETING AVENUES MARKETING AVENUES
1.1. Business Business Luncheons Luncheons
2.2. AssociationsAssociations3.3. Trade showsTrade shows4.4. ConferencesConferences5.5. AdvertisingAdvertising6.6. Free editorialsFree editorials
7.7. Interviews-TV, Interviews-TV, radioradio
8.8. Web based – Web based – website, blasts, website, blasts, YouTube, YouTube, LinkedIn, LinkedIn, FacebookFacebook
9.9. Networking Networking
BUSINESS LUNCHEONS BUSINESS LUNCHEONS
Watch body languageWatch body language Listen before you start sellingListen before you start selling Network, network, networkNetwork, network, network Bring literature, cardsBring literature, cards Exhibit interest in others’ Exhibit interest in others’
businessesbusinesses Set up 1-1 coffee follow upsSet up 1-1 coffee follow ups Seek out collaboration Seek out collaboration Find their needs too, and fill Find their needs too, and fill
themthem
ASSOCIATIONS ASSOCIATIONS Attend get togethersAttend get togethers Take an active role, positionTake an active role, position Join groups, committeesJoin groups, committees Get intro newsletter write-upGet intro newsletter write-up Work the membership listWork the membership list Network, network, networkNetwork, network, network Be at ‘meet and greet’ Be at ‘meet and greet’
gatheringsgatherings Be a guest speaker?Be a guest speaker?
TRADE SHOWS, CONFERENCES TRADE SHOWS, CONFERENCES Network, network, networkNetwork, network, network Collect business cardsCollect business cards Hand out cards, pocket brochuresHand out cards, pocket brochures Identify common interestsIdentify common interests Identify what resources availableIdentify what resources available Follow up quickly. Short memories.Follow up quickly. Short memories.TIP TO REMEMBER : “Hi. I met you at xxx TIP TO REMEMBER : “Hi. I met you at xxx
and we talked about getting together.” and we talked about getting together.” Nobody will remember, even if you Nobody will remember, even if you were not there! It works!were not there! It works!
ADVERTISING ADVERTISING Community newspapersCommunity newspapers Band newsletters (hard copy, Band newsletters (hard copy,
email)email) Community TVCommunity TV RadioRadio Well placed brochures (i.e. Well placed brochures (i.e.
Doctors or health care offices, Doctors or health care offices, motels, BC Ferries-wherever motels, BC Ferries-wherever your customers will beyour customers will be
Bulletin boards, everywhere Bulletin boards, everywhere
FREEBIES FREEBIES Editorial write-ups in Editorial write-ups in
newspaper, BUT you need a newspaper, BUT you need a “hook”“hook”
Sponsor eventSponsor event Become a reliable source of Become a reliable source of
info for reporters (TV, radio, info for reporters (TV, radio, newspaper)newspaper)
Columnist contributorColumnist contributor Guest speakerGuest speaker Get noticed. Be a little Get noticed. Be a little
‘outrageous’?‘outrageous’?
GUERILLA MARKETINGGUERILLA MARKETING
GUERILLA MARKETINGGUERILLA MARKETING
GUERILLA MARKETINGGUERILLA MARKETING
MORE GUERILLA….MORE GUERILLA….
MORE GUERILLA….MORE GUERILLA….
SOCIAL MEDIA SOCIAL MEDIA Apply lesson from Social Apply lesson from Social
Media WorkshopMedia Workshop Exposure is keyExposure is key Web marketing, not web Web marketing, not web
salessales Web is your brochure. Web is your brochure.
Send people to see it.Send people to see it. Use latest tech-net Use latest tech-net
vehiclesvehicles Remain ‘current’Remain ‘current’
NETWORKING NETWORKING NOT a natural activity for NOT a natural activity for
everyoneeveryone Networking is a two way street. Networking is a two way street.
Give as much as you get.Give as much as you get. Stay in touchStay in touch Build a database of contactsBuild a database of contacts Face to face. Go for coffee with Face to face. Go for coffee with
the more important ones.the more important ones. Practice networkingPractice networking Be shameless Be shameless
COMPETITION COMPETITION
““Look at competition Look at competition as a way to learn as a way to learn
what to do right, and what to do right, and what what notnot to do to do
wrong.” wrong.” ““Don’t worry about Don’t worry about
them. Let them worry them. Let them worry about you.”about you.”
MULTIPLIERS & MULTIPLIERS & FEEDERS FEEDERS
MULTIPLIERS >>MULTIPLIERS >> People who can People who can
lead you to lead you to clientsclients
One contact who One contact who can multiply can multiply businessbusiness
Example – a Example – a Doctor who Doctor who refers clients to refers clients to your healing your healing clinic clinic
FEEDERS >>FEEDERS >> Paid or Paid or
commissioned commissioned salespeoplesalespeople
DistributorsDistributors Store chainsStore chains
MARKETING TOGETHER MARKETING TOGETHER Co operatives of similar and / or Co operatives of similar and / or
complimentary businesses as yourscomplimentary businesses as yours Joint advertisingJoint advertising Branding / marketing under a Branding / marketing under a
common umbrella. Example :- common umbrella. Example :- Holistic Healing Centre; Multi-Holistic Healing Centre; Multi-Artists StudioArtists Studio
Shared facilities with others, with Shared facilities with others, with each feeding clients to each other each feeding clients to each other (store, offices) (store, offices)
COAT-TAIL MARKETING COAT-TAIL MARKETING Use a well known event Use a well known event
or place to get known and or place to get known and build businessbuild business
Piggyback on othersPiggyback on others EXAMPLES :- Filberg EXAMPLES :- Filberg
Festival, Comox Music Festival, Comox Music Festival, anything Comox Festival, anything Comox Valley is famous or Valley is famous or known forknown for
WORD OF MOUTH WORD OF MOUTH
““Nothing is quite as Nothing is quite as effective as word of effective as word of mouth. Nothing is as mouth. Nothing is as destructive s an destructive s an unhappy customer. A unhappy customer. A happy person will tell happy person will tell her friend. An unhappy her friend. An unhappy client will tell client will tell everybodyeverybody.” .”
CUSTOMER SERVICE CUSTOMER SERVICE Customer satisfaction Customer satisfaction
means repeat businessmeans repeat business Always pretend you are Always pretend you are
your customer – put your customer – put yourself in their shoesyourself in their shoes
Ask for feedbackAsk for feedback Customer satisfaction Customer satisfaction
questionnaires questionnaires
Marketing Budget….AFTER You Have Determined How Best to
Reach Your Target Audience
Internet / Web BudgetsInternet / Web Budgets
Types of ExpensesTypes of Expenses
Sample Marketing BudgetSample Marketing Budget
TOTAL MARKETING EXPENSES TOTAL MARKETING EXPENSES / REVENUES GENERATED / / REVENUES GENERATED /
LEADS GENERATEDLEADS GENERATED
Responsible Budgeting Responsible Budgeting & Tracking Expenses& Tracking Expenses