Easy Marketing Strategy

P. Jay Massey11-2010

Introductions

Jay Massey◦ Web Services – University of West Florida◦ Founder – Coco Design Associates, est. 1994 ◦ Principal – Idea Launch Partners◦ Past President – Amer. Advertising Federation – Pensacola

Duties:◦ Web Management◦ Internet Marketing Strategy◦ Enterprise-level Development◦ Mentor

Overview – Mind Map

◦ Positioning Strategy Target Customer 1

Problems How Product Solves Problem Benefits to Customer

Target Customer 2 Target Customer 3

◦ Branding Strategy Naming Logo

◦ Pricing Strategy List Price

Wholesale Retail

Volume / Discount Price

◦ Advertising Strategy Print / Traditional Media Online

Search Engine Optimization (SEO) Organic

Search Engine Marketing (SEM) Paid Placement Google Adwords Banner Ads

Social Media Press Release

◦ Sales / Distribution Strategy Direct Channel

Value Added Reseller (VAR) Distributor

Ecommerce

Marketing Strategy Overview

A Marketing Plan is the strategy you will employ to get your customers to buy your products / services

A Marketing Plan is a subset of your overall Business Plan

The marketing plan includes 5-6 major areas:◦ Product / Service Positioning Strategy◦ Branding Strategy◦ Pricing Strategy◦ Advertising / Promotions Strategy◦ Sales / Distribution Strategy

Marketing Plan Loosely Defined

Create a brief paragraph describing your basic marketing goals

Keep it simple, make it so your mom can understand it

Overall Marketing Objective(s)

Develop several versions:◦ 15-word description◦ 25-word description◦ 50-word description◦ 100-word description◦ 250-word description

Can anyone say multiple “elevator pitch”

Product / Service Overview

Strategic Marketing Plan

Target Your Customers◦ What are their problems

◦ Create a solution

◦ Describe how your product solves their problem

◦ Describe the benefits to customer

Positioning Strategy

Developing the brand◦ Naming◦ Logo◦ URL◦ Colors◦ Slogans

Put some thought into it, you’re stuck with this for a long time

Seek professional help

Branding Strategy

List Price◦ Wholesale◦ Retail

Volume / Discount Price

Pricing Strategy

Print / Traditional Media

Press Release

Online◦ Search engine optimization (SEO)

Organic◦ Search engine marketing (SEM)

Paid placement Google Adwords Banner ads

◦ Social media

Advertising Strategy

Direct

Channel◦ Value Added Reseller (VAR)◦ Distributor

Ecommerce

Sales / Distribution Strategy

Announcements

Targeted geographies

Launch promotions

Sales training

Launch event

Launch Strategy (optional)

Other Marketing Considerations

Evaluate your competition

Identify each of their:◦Strengths

◦Weakness

◦Opportunities

◦Threats

Competition

Identify target markets◦ Create a Market Summary for each

Description

Current trends

Estimated size

Growth rates

Target Markets

Surround yourself people smarter than you◦ Advertising / PR agency

◦ Graphic designer

◦ Copy writer

◦ Market analyst

◦ Web designer / developer

◦ Communications manager

◦ Advertising manager

Marketing Resources

Positioning Strategy Date _________ Branding Strategy Date _________ Pricing Strategy Date _________ Advertising Strategy Date _________ Distribution Strategy Date _________

(Product generally available at this time) Launch Strategy Date _________ Distribution Channel Communication _________ Initiate Press Release Distribution _________ Begin Advertising _________

Schedule

Present your Marketing Plan in concise, layman’s terms describing what your product / service can do for the customer

Use the strategic Marketing Plan outline as a template to create an on-hand presentation to be able to take advantage of immediate opportunities

It’s not about being lucky, it’s about being ready

Tips

Thank You!

Jay @ Idea Launch Partners . com

Linkedin.com / in / P Jay Massey

Slideshare.net / Coco Design