Marketing plan for:

Top marketing actions:

1. Work on this plan

2. Review our website

3. Increase the promotional mix

Key objectives

► Build greater brand awareness within our target markets
► Generate more sales enquiries and conversions
► Demonstrate how we are truly different from the competition
► Measure our results and keep learning
► Deliver X% annual growth

Situation analysis

Background information:

Sales targets

Our new financial year starts on: [DATE] This year:
Next year:
Year after:

The number of clients we will need in order to hit our sales target:
This year:
Next year:
Year after:

Market overview

Our target market in terms of characteristics, geography, market growth:
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Competitive analysis

Who are we up against?
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Segmentation strategy

Smart businesses focus on niche market areas. This gives you more credibility and message repetition. A market segment = a group of people with shared needs.

Segment 1 =

Segment 2 =

Segment 3 =

Segment 4 =

Positioning strategy

How do we want clients to perceive us in the marketplace? For example – Lowest price? Best service? Highest quality? This is all part of the differentiation process (see below)
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Differentiation

Our decisions on segmentation and positioning, combined with competitive analysis, will help us to decide on how we are going to make our business ‘stand out from the crowd’:
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How can we educate our clients? For example, by writing a Buyer’s guide:
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Brand

* What is the big idea behind our brand?
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* Happy with our logo?
* Which font do we use?
* What is our strapline:

Customer Relationship Management

CRM = A customer-focused strategy, designed to optimise customer satisfaction, revenue and profitability. It includes all of the touch points where we interact with our customers.

Which CRM software system is being / will be used?

THE MARKETING MIX

(Also known as the ‘Four Ps’)

Product(s) / Service(s)

List our products and services. Include key features. What, if anything, is unique about them? Are we going to launch any new products or services?
Which services can we ‘productise’?

Product (or Category) 1:
Product (or Category) 2:
Product (or Category) 3:
Product (or Category) 4:

Price

Are we operating on a ‘cost-plus’ basis (i.e. calculating our costs and adding a gross profit percentage on top) or a ‘market-based’ pricing basis?
Alternatively, are we setting our own prices?

Place

Where will we sell our products / services?
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Promotion

Promotional techniques for brand awareness and sales enquiries. For example:

INTERNET MARKETING

► Website: www.

► SEO (Search Engine Optimisation). Review or create Title Tags and Description Tags (which Google reads) for our website pages. Once this has been done, review inbound links, anchor text links and other SEO ideas.

Alphabetical list of keywords:

► SEM (Search Engine Marketing, i.e. Google AdWords)

► Social media
– Twitter handle: @
Number of Twitter Followers:
Tweets per day:

– YouTube URL:
Number of videos uploaded:
Number of subscribers:

– Facebook URL:
Number of FB Friends:
Number of Likes for Company page:

– LinkedIn URL:
Number of LinkedIn connections:

► Blog
Blog URL:
Frequency:

► e-Newsletter
e-newsletter system (i.e. MailChimp):
Number of subscribers:
Frequency:

AMPs

Alliance Marketing Partners. An AMP is a company or person who has a trusted relationship with members of our target marketplace.
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NETWORKING

Networking, trade, professional groups joined
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EVENTS

► Exhibitions
► Speaking opportunities
► Seminars
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PRESS RELATIONS

► Media list
► Press contacts
► Press release ideas
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PRINTED MATERIAL

► Business cards
► Postcards
► Leaflets
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REFERRALS

► WOM (Word of Mouth Marketing) system
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Integration

To what extent is our marketing mix integrated? For example, is there a consistent look and feel? Do we highlight cross-selling opportunities?
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Measurement

How did people find us? Results and feedback – to be recorded on a monthly basis and compared with our marketing plan, to see what’s working. Appropriate action to be taken.
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