Developing a Developing a

StrategicStrategicMarketing +

Sales Plan

The United States will continue to lead the world in both total

advertising spending and online ad spending with

expenditures in 2011of

more than $265 billion and $45 billion, respectively.

PREPARE FOR U.S. MARKET COMPETITIVE COSTS.

Source: International Data Corporation (IDC)

Why must companies spend so much to make sales?

Because the sales are BIG and

EVERYONE is competing for dollars

across MANY TYPES of media

channels.

Companies need to be seen and in return

people expect to be ENTERTAINED.

ENGAGE + ENTERTAIN THE CONSUMER (aka the human).

What are we competing for exactly?

Source: Bureau of Economic Analysis

SIZEIn 2009, US Consumers collectively

spent over $10 Trillion on goods ($3.3B) + services ($6.8B).

COMPETE FOR + WIN PREMIUM SHARE.

TREND

US Consumers have the highest collective buying power relative to all other nations. Forecasters predict demand will remain at this level for the foreseeable future.

In one of the most competitive economic climates in the world, companies depend on advertisers + marketers to reach consumers and steer them toward their products.

LOCATE THE RIGHT TEAM THAT REALLY KNOWS THE MARKET.

Agency JOB = RESULTS.Strategy, Sales, Awareness, Consumer Loyalty, Traffic, Visitors, …etc.

Client NEED =IDEAS + TOOLS for Business Sustainability.

EXPECT A LONG-TERM PLAN FOCUSED ON BUSINESS RESULTS.

Sales are #1

What is the recipe to making them?

ORGANIZE A TEAM THAT UNDERSTANDS YOUR BUSINESS’ UNIQUE NEEDS.

Consumer is Boss Democratized Power Relationships Relevancy Strategies Foundation + Brand Equity Structure It’s a Process…Carpe DIEM!

Today’s FRESHFRESH Ideas:

ONE SIZE DOES NOT FIT ALL. KNOW HOW U.S. BUSINESS FACTORS APPLY TO YOUR COMPANY SPECIFICALLY, THEN, STRATEGIZE.

Strategy supported by the right …

productmedia

messagecreative

…that meets a human need and improves life in a measurable way.

NOT price alone

Own a strategic plan for: product adaptation brand development marketing communication

Align the plan with business SUSTAINABILITY + EXPANSION.

Keep it simple.

Focus on the customer. Let them know who you are. Get to know them. Earn their trust.Make a brand promise and consistently deliver.

… They will let you know what they think + where to find them.

The U.S. Consumer is a PROFESSIONAL CONSUMER and is very MEDIA SAAVY.

Shift Happens:

Globalization, The (CONSUMERCONSUMER) Information Age, & Business.

People on the planet today live in a world that is

democratizing power.

Access to INFORMATION (data, history, news)

CAPITAL (labor, land, financing)

TALENT (skills)

IDEAS (creativity)

…is abundant.

Shift Happens:

These changes are affecting the way people behave.

The consumer…End userProspectBuyerClientCustomer

… is empowered with tools & choices.

In other words, The Consumer Is Boss.

Shift Happens:

Relationships have always been important in business

but the need to develop authentic customer connections is now an everyday expectation.

Engagement Strategies

LOGIC SYMBOLS

STORY TELLING TRANSPARENCY

INCLUSION LOGISTICAL EFFICIENCY

VALUES BACK STORY

CULTURE ACCIDENTAL SPOKESPERSON

RITUALS PERSONALITY MOMENTS

…are central to the strategic business plan.

Shift Happens:

Are you ready?

Can you compete?

Can you win among buyers with $10 trillion dollars to spend + a lot of opinions?

What strategies are you

using to stay relevantrelevant? To make

people your brand?

[Before you begin…Take a step back.]

Kryptonite Bike Lock “Digital Demolition”

Corona & Lime “Reason-less Ritual”

Wal-Mart: Project Impact “Efficiency Costing”

Miscellaneous “Awesome Accidents”

Learn + InnovateSuccess + Survival STORIESSuccess + Survival STORIES

[1st Step]

BASIC all-points check.Are you lucky enough to:Are you lucky enough to:

… have an old concept?

>Nothing is more expensive than teaching your customer.

… have many competitors?

>Demand is crucial.

… know how to improve on an outdated business model?

>Innovation means NEW + BETTER.

… know how to define your niche?

>Separate from the competition with a difference that is relevant and helpful to the consumer’s lifestyle.

[2nd Step]

KNOW your people.Do you really knowDo you really know

(&love) your audience?(&love) your audience?

What are they like?

Why are they interested in what you offer?

What keeps them up at night?

How can you solve their problem?

What do you want them to do?

How might they resist?

What is the best way to reach them?

We hear, but do not often LISTEN.We hear, but do not often LISTEN.

Involve the consumer: Buyer tells you how to enhance the offering.

>Use key consumer insights to differentiate your brand!

Clear description: How your offering creates a better world.

>Just 7-10 words; simple to understand and be consistent!

Short story: How life is improved.

>Stories are more memorable than data!

Tip: Speak to your consumer with communication that’s BOTH relevant to your brand and part of their lifestyle.

[3rd Step]

SOUND CHECK.

[3rd Step]

EQUITY BUILDING.Write it down, check it often.Write it down, check it often.

Sustainable Competitive Advantage.Does your offering have continuity, a long life cycle and are they competitive vs. the market? Can this edge be maintained?

Reason To Believe.Do you offer a core difference, improvement, or innovation that is physically evident? Can it be demonstrated?

Consistency Over Time.Do you have a plan to deliver on consumer

expectations again and again once you have their attention? Is the message simple or single-minded? Can it be repeated easily?

[3rd Step]

Brand Equity Brand Equity Architecture: Architecture: Definition of what the brand wants to stand for emotionally + functionally in the minds of its buyers / consumers.

GLOBAL EQUITY“THE BIG IDEA”

PERSONALITY“THE EMOTIONAL ANDFUNCTIONAL STATEMENT.”

ADJECTIVES TO DESCRIBE THE BRAND PERSONALITY

INFRASTRUCTUREDIFFERENTIATION UNIQUE ATTRIBUTES THAT CREATE A TRUE STATEMENT AND DIFFERENTIATE THE BRAND. Performance: / Emotional: / Experiential: RTB – WHY SHOULD THE CONSUMER BELIEVE YOU? CAN YOU DEMONSTRATE A DIFFERENCE? MUST BE CONCRETE; A NOUN.

PARITY ATTRIBUTES THAT CREATE A TRUE STATEMENT AND CONFIRM THE OFFERING IS ON PAR WITH ITS COMPETITION.Performance: / Emotional: / Experiential:

THE BRAND delivers X Y Z TO BENEFIT THE CONSUMER AND PROVIDE X Y Z TO OFFER A SOLUTION.

[4th Step]

Rinse/Wash/REPEAT.

Once you’re done, Once you’re done, you’ve just begun.you’ve just begun.

Development Implementation Execution Management

• SWOT, Research• Identity, position, equity• Communications plan• Channel distribution/4Ps• Voice + Face

• Timeline• Testing• Production• Match plan to objectives

+ revenue goals/ROI

• Launch the ‘substance’• Bring to life strategy plus

tactics mktg mix• Test + track the delivery

process

• Consistency• Measure• Modify• Manage relationships• Keep an eye out for

surprises, the new, lucky accidents

Carpe DIEM!

STRATEGYSTRATEGYLIFE CYCLELIFE CYCLE

Design a consumer relevantconsumer relevant business strategy to build the brand character.

EngageEngage the consumer with an offering to fit or improve their lifestyle.

Maintain the relationshiprelationship with 2-way communication, really listen.

Empower consumers with a simple + consistent messagesimple + consistent message, make it inspiring.

Plan a marketing mix that encouragesencourages consumers to be your sales force.

Strategic Planning Summary.Product Adaptation || Brand Development || Marketing

THANK YOU.THANK YOU.

Integrated MarketingIntegrated Marketing

Tel. 210.220.3739Tel. 210.220.3739

www.drew-walker.comwww.drew-walker.com