1-Page Marketing Plan 10-14 - 1

Building Your Roadmap To Success1-Page Marketing PlanSDM|Marketing Consultants Coffee Klatsch

2Goal

• Start developing your 2017 Marketing Plan

SDM|Marketing Consultants Coffee Klatsch

3Agenda

• Marketing Definition• Why Marketing is Important• Marketing Analysis for Planning• 1-Page Plan Defined• Develop Your Company Plans• Thank You and Questions


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Marketing Definition

• Process of planning and executing the marketing 4P’s and Digital Marketing 6C’s

• Identify, WOW, and retain customers• Goal is to persuade to buy a particular branded product or

service


Why We Market Ourselves

Why We Need To Market Ourselves

• Build Brand Awareness• Tell the product/service story• Take an action• Open the door for sales


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Marketing AnalysisFor Planning

• Was 2016 successful?• Why were you successful or unsuccessful?• Take stock of your marketing programs• What vehicles did you use?• Interruption: Print, Broadcast, Promotional, Viral, Web

(Google Analytics), Digital, Direct Marketing• Relationship Building/Permission: Social Media (Facebook,

Twitter, LinkedIn), Emails, Referrals


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Marketing Analysisand Planning

• Review the business landscape• Have you evolved?• New products or services• Pricing• Grown as a company• Audience

• Has the landscape changed• Competitors• Overall economics• The way business is being done


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Marketing Analysisand PlanningSDM|Marketing Consultants Coffee Klatsch

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Your Map to SuccessSDM|Marketing Consultants Coffee Klatsch

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Alice’s Adventures in Wonderland

• “Would you tell me, please, which way I ought to go from here?” Asked Alice.

• “That depends a good deal on where you want to get to,” said the cat.

• “I don’t much care where,” said Alice. • “Then it doesn’t matter which way you go,” said the cat.

Lewis Carroll, Alice’s Adventures in Wonderland


12Marketing Plan

• Marketing plan is your roadmap• Where you want to go• How do you get there


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1-Page Marketing Plan Sections

• Vision and 2017 Overview• Target Audience• Market Position• Objectives• Strategies• Tactics


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1-Page Marketing Plan Elements

VisionServes as the Roadmap framework and guide.


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Vision Examples• Anheuser-Busch: Be the world’s beer company. Through all of

our products, services and relationships we will add to life’s enjoyment.

• Avon: To be the company that best understands and satisfies the product, service and self-fulfillment needs of women – globally.

• Caterpillar: Be the global leader in customer value.• Nike: 1960s: Crush Adidas• Current: To be the number one athletic company in the world.


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2017 OverviewA statement of key accomplishments and special events for the coming year. Sales goals, new product/services introduction(s), changes, and new markets.


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2017 Overview Examples• Zookbinders: Introduce Reflectionz Cover, new sizes for the

PhotoBook and continue to promote existing products and services. Develop marketing plan for non-pro market.

• Josuma Coffee Company: Plan for the 20th year celebration with special events. Review and plan for expanding target audience to include selling online direct to consumer.


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Target AudienceWho are we trying to reach with our message


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Target Audience Examples• Zookbinders: Professional event Photographers that sell

albums to tell the story (Weddings, Bar/Bat Mitzvahs, Company Events)

• Josuma Coffee: Boutique coffee shops and small batch roasters that want to sell European flavor coffee


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Market PositionWhat differentiates us from the competition?It’s where we are willing to “hang our hat” and fight; it’s the ground on which we can win the competitive “mind” battle.


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Market Position Examples Zookbinders: Service-centric, innovative mounted-album company that provides custom solutions for our professional photographer “partners..Josuma Coffee: The most consistent Indian green bean and roasted coffee with a refined European flavor.Crest Toothpaste: The cavity fighter


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ObjectivesWhat you want to achieve for the year. Should be quantifiable with a timeframe (the measurements)


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Objective Examples – Zookbinders1. Achieve 2017 sales of $XX million, an increase of 10%

1. Product/Service Breakout — Seasonal/Quarters Breakout2. Introduce the Reflectionz Cover – Account for 15% of all

PhotoBook covers by year end3. Increase the use of the Website by new/unique visitors from an

average of 9156 per month in 2016 to 10k in 2017


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StrategiesAllows an organization to concentrate its limited resources on the greatest opportunities to increase sales and meet objectivesHow the Objectives will be achievedEvery Objective has to have at least one Strategy


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Strategy Examples — Zookbinders• 1/2/&3) Use key trade shows to enhance the brand and create

greater awareness for current and new products & services.• 1&2) Increase the focus on current clients to increase the use of

PB and the selling of new products.• 1/2/&3) Keep Website fresh by updating visuals.


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TacticsThe action you take to execute the strategy


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Tactics Examples — Zookbinders• 1/2/&3) Participate in major trade shows - DWF (major sponsor),

WPPI (BI & AAS sponsor), IUSA, SPA and PMA• 1/2/&3) Market through: Rangefinder, Postcards (4), Zook-

Notes (4), Website, Catalog, Z-mail, ZookBits & On-hold• 1/2/&3) Use ongoing advertising/media tools to introduce Large

PhotoBooks plus any new products/services• 1&2) Prepare press releases on new products and send out in a

timely manner to key publications• 3) Update Website 2x per year to keep fresh and take advantage

of new look from 2016


28SDM|Marketing Consultants Coffee Klatsch

29Thank You

Scott Michelson – [email protected]

sdmmarketing


mailto:[email protected]

http://www.Sdmmarketing.com/

Documents

1-Page Marketing Plan 10-14 - 1