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8/7/2019 The 90 minute Marketing Plan 2010 v3v
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The 90 minuteThe 90 minute
Marketing PlanMarketing Plan
Presented by
Dan StielStiel Direct LLC
(949) 300-8325
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Can you develop aCan you develop a
Marketing Plan in 90 minutes?Marketing Plan in 90 minutes?
If you think you can - or think you can't,you're probably right.
- Henry Ford, Industrialist c. 1863 - 1947
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Todays Goal: Build your PlanTodays Goal: Build your Plan
y Were going tofocus on the TwoParts of an
effectiveMarketing Plan Your Strategic Plan
Your TacticalImplementation
Plany But where do we
start?
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What came first?
Your Marketing Plan?
- or
Your Marketing Goals?
Begin with the End in Mind.
-- Stephen CoveyThe 7 Habits of Highly Effective People
A Chicken or Egg Question!A Chicken or Egg Question!
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Setting Goals & ObjectivesSetting Goals & Objectives
y Set goals & objectives that are:
Reasonable
Believable
Achievable
Measured
y Set Quantitative and Qualitative
goals Just the Facts, please
Soft and Fuzzy feels good, too
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Setting Goals & ObjectivesSetting Goals & Objectives
y Goals & Objectives are not thesame thing
Strategic plans have goals
x GOALS = DESIRED RESULTS
Tactical plans have objectives
x OBJECTIVES = COMPLETION OF TACTICS &ACTIONS TO GET YOU TO YOUR GOAL
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Goals & ObjectivesGoals & Objectives
y Goals might includex $$ Sales per month
x ## Widgets sold per hour
x $$ Profit per yearx Open ## new markets
y Objectives might includex ## Telemarketing calls made per minute
x ## New products introduced this year
x % customers who receive a thank you note
x ## Billboards in Shanghai, China next year
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Every plan must be openEvery plan must be open
to changeto change
Nothing endures but change.- Heraclitus, Greek Philosopher
c. 535 BC - 475 BC
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Developing your StrategicDeveloping your Strategic
Marketing PlanMarketing Plan
The Six Steps to Strategy
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The 6The 6--Step Strategic PlanStep Strategic Plan
y Define goals, challenges &opportunities
Acquisition = Making new customers
Activation = Breathing life into newcustomers
Usage = Increasing your Share of Wallet
Retention = Keep profitable cash flows
Market Development = Create NewMarkets/Products
Market Insight = Understand change
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1. Acquisition1. Acquisition
y Define who do you want as newcustomers?
Geography
x where will your customers come from
Demography
x what will your customers look like
Psychologyx What will motivate customers to shop with
you and keep shopping
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2. Activation2. Activation
y Get your customers to use what theybought Engage your brand
x How many people will actually use the product asintended?
y Fundamental to service industry success What are the barriers your customers face in
using the product?
y New customers at biggest risk
What actions will you take to ensure peopleactivatex Dont forget dormant customers
x How will you get current customers whove stoppedusing to re-activate?
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3. Usage: Increase Wallet3. Usage: Increase Wallet
ShareSharey Spend more with you - and less withyour competitors What are the barriers to buying more
from you?x What will you do to remove those barriers?
Cross-sellx What can you cross sell to current customers
x What will you do to cross-sell
Promote repeat businessx Measure future Intent-to-buy-againx Intent-to-recommendx What will you do to increase these measures?
Exceed expectations
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4. Retention4. Retention
y Keep profitable cash flows fromslipping away. Measure andcreate an action plan to ensure
you are: Relevant
Remembered
Competitive Differentiated
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5. Market Development5. Market Development
y Developing New Markets
Geography
Demography
Psychology
Products
y Are you staying with change
Its usually better, at least o.k., to befirst to-be-second
x Its never o.k. to be second-to-last
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6. Market Insight6. Market Insight
Who, What, Where, When Why, How, If, Then, So
y Do you understand
Customers
Changing markets
Competitors
Economic forces
New world orders
Challenges
y Research the
fundamentalsy Your products,
customers, markets, andtheir future:
Technology
Financial
Marketplace
Competitive
Fashionistas & Tastemakers
Resources financial,
human, physical
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Summarize Your Plan in WritingSummarize Your Plan in Writing
y Defining goals, challenges andopportunities
Acquisition
Activation
Usage
Retention
Development Market insight
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Part II: Create Your TacticalPart II: Create Your Tactical
PlanPlan
Strategies to Tactics Tactics to Sales
y Translate yourstrategies into tacticalTo-dos
y Tactics must be:
Effective must achieve
the goals Efficient must use
resources wisely
y Types of Tactics:
Developmental
Communication
Creation
Implementation
Consummation
Finalizing
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Development TacticsDevelopment TacticsExamplesExamplesy Developmental tactics might
include:
Product development
Opening New Stores & Markets
Building a web store
Remodeling
Vendor sourcing Employee training
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Communication TacticsCommunication Tactics
Old School still works New School the Wild West
In-store merchandising
A new logo or signage
Direct Marketing
Web Ordering
Advertising
x Newspaperx On-line
x Magazine
x Broadcast
x Yellow Pages
Social Media
Viral Marketing
SpecialEvents/Community
Mobi phones, iPads
Android, et al. Google, Apple ads
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Communications BasicsCommunications Basics
y What do you want your audienceto do?
y Where are they?
y What do they want from you? Build your value-proposition
y Tell your story
y
Engagement. Get noticed!y Ask for the sale!
y Exceed customer expectations!
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A Final ThoughtA Final Thought"The person who gets the farthest is generallythe one who is willing to do and dare. Thesure-thing boat never gets far from shore."
Dale Carnegie
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ContactContact
Dan Stiel Stiel Direct LLC
PO Box 51084 Irvine, CA 92619 USA
(949) 300-8325 [email protected]
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