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