Creating a Marketing Plan

Stacey Ferreira@staceyferreira

Co-Founder, AdMoar

What is marketing?

“…the umbrella term covering research, branding, PR, advertising, direct response, promotions, loyalty, demand

generation, etc.” - Anne Holland, Author of WhichTestWon

“…anything you create or share that tells your story.” - Ann Handley, Author of Content Rules

Why does marketing matter?

You can have the best product or !service in the world. !!But if no one !knows about it, it will not sell.

!And every other job in business depends on the product or service selling.

Time

Profit

Cost

Product Timeline

Pre-Launch

Launch

Growth

Sustainability

Decline

Product Extension/Revival

Sunset

Time

Profit

Cost

Marketing Timeline

Research

Direct Response & Testing

Brand & Customer Relationship Development

Reminder Advertising & Brand Loyalty & Research

Reinvention

Repositioning

Create a Marketing Plan

! Mar

ket A

naly

sis

! Mar

ket A

naly

sis What is the market you’re going to target?

! Mar

ket A

naly


What are the current trends in the market?

! Mar

ket A

naly



How large is the market?

! Mar

ket A

naly




Who is in the market (customer segmentation)?

! Mar

ket A

naly





Where do people in these segments buy?

! Mar

ket A

naly






Why do they buy (necessity, luxury, etc.)?

! Mar

ket A

naly







When do they buy (seasonality)?

! Mar

ket A

naly







When do they buy (seasonality)?

Who do they currently buy from (competitors)?

! Res

earc

h “The world is full of facts. You need to accurately identify ones that will help

you market your brand more effectively.” — Jim Avery

Prob

lem

s &

O

ppor

tuni

ty

Prob

lem

s &

O

ppor

tuni

tyWhat are the problems in the market that your product/service are going to solve?

Prob

lem

s &

O

ppor

tuni


What are the strengths of your product?

Prob

lem

s &

O

ppor

tuni



What are the weaknesses of your product?

Prob

lem

s &

O

ppor

tuni




What opportunities are there in the market for your product?

Prob

lem

s &

O

ppor

tuni




What opportunities are there in the market for your product?

What are potential threats to your success?

Obj

ectiv

es

Obj

ectiv

esWhat is the overall objective of your

marketing initiatives (direct sales, brand awareness)?

Obj

ectiv



What is the timeline to hit these objectives?

Obj

ectiv



What is the timeline to hit these objectives?

Set hard and fast goals (increase market share by x%, increase revenue by $xxx,xxx, increase user count by

xxx,xxx, etc.).

Bud

get &

Tim

e

Bud

get &

Tim

eWhat is your budget per week/month/year?

Bud

get &

Tim


What is your budget per medium (if any)?

Bud

get &

Tim


What is your budget per medium (if any)?

How much time until your budget runs out?

Mar

ketin

g M

ix

Mar

ketin

g M

ix Who is your primary target customer?

Mar

ketin

g M


What is the exact product you’re offering them (what features does it have? whats the value add?)?

Mar

ketin

g M



What does the product cost the customer?

Mar

ketin

g M




Where will you promote the product to get people to buy it (advertising, sales promotion, PR, direct marketing, event marketing, packaging, etc.)?

Mar

ketin

g M




Where will you promote the product to get people to buy it (advertising, sales promotion, PR, direct marketing, event marketing, packaging, etc.)?

Where will they buy the product (online, in-store)?

Mar

ketin

g M

ix

Repeat Marketing Mix for Secondary & Tertiary Customer Segmentations.

Test

ing:

Dig

ital

Start large and optimize down.

Test

ing:

Tra

d.

Start small and scale up.

Impl

emen

tatio

n

Sales/Loyalty Promotion

PR

Media Buying

Event Promotion

Packing & Distribution

Social Media

Blogging

Creative Creation

Eval

uatio

n

Eval

uatio

nWhat is your evaluation timeline?

Eval

uatio


What tools will you use to help you evaluate your campaigns (Google Analytics, Mongoose,

MixPanel, AdMoar)?

Eval

uatio



MixPanel, AdMoar)?

How did your campaign perform?

Eval

uatio



MixPanel, AdMoar)?


How much did you optimize mid-campaign?

Eval

uatio



MixPanel, AdMoar)?


How much did you optimize mid-campaign?

What will you do differently the next time around?

Stacey Ferreira@staceyferreira

Co-Founder, AdMoar