Building a marketing plan in a day

Neelay Bhatt# 740‐591‐0225

Neelay.bhatt@prosconsulting.comhttp://www.linkedin.com/in/neelay

What To ExpectA process for how to initiate and develop a high level plan in‐house and in one dayA structure and outline for a marketing plan for all levels

What Not To ExpectA completed marketing plan or a solution to all your marketing problems

Importance of Marketing

Trends

Building your Plan

Marketing is very important and will continue to be so….‐ Anonymous

Nelly’s Nine

• Producer• Director / Casting• Assistant Director• Script Writer

• Cinematographer• Actors• Best Boys• Editor• Media and Promotions

Nelly’s Nine and their RolesTeam Roles

Producer Provide necessary support and resources to make it happen

Director / Casting Run the meeting / choose the right cast of actors attending

Assistant Director Liaison between director / producer and team

Script Writer Prepare the agenda and outline for entire day

Cinematographer Ensure all visuals, technology required is  available

Actors Come prepared and play the roles expected of them

Best Boys Run around, manage schedule, logistics, FOOD

Editor Edit unnecessary conversation; be the timekeeper

Media and Promotions Market the marketing plan and ensure implementation

Movie Title• Building our Marketing Plan in a Day• GP in GP by GP• Whoever the heck thought we could build a marketing in day was smoking something….and, dude, I’d love to have some of it!!

Things Your Cast Will Need• A Strong Script (Agenda, outline, timing)

• A Good set (Comfortable setting, sufficient breaks in between,)

• Good lighting and sound (adequate technology and tools – easels, stickers, name tent cards, toys, sticky notes, etc.)

• Good catering (FOOD!!)

Goals and Outcomes

Movie will have 3 Parts ….because I want more Popcorn

1. Where are we today?

2. Where do we want to go?

3. How do we get there?

Where Are We today?Activities1. List your audience?2. What is your product?3. List your top 3 competitors and competition

OutcomesIdentify market situation and gaps in service offering 

TED Talks(Technology, Entertainment, Design)

www.ted.com

Our Product• Google • Starbucks• Clinique

• All of Us?

• Search

• Coffee

• Cosmetics

• Parks, Programs, Special Events

What is Our Product?

Our product isSOLUTIONS 

Product

Identified Problem + 

Developed Solution 

=Product to be Marketed

Competitors and Competition

Identify who is simply a similar provider and who is truly a competitor

Where Do We Want To Go? Activities1. Conduct a SWOT2. Build Your Differentiator3. Create a BAG (Big Audacious Goal)

OutcomesDetermine the brand attributes / benefits and the product’s future roadmap

Where Do We Want To Go?

Conduct a SWOT Analysis

Where Do We Want To Go?

Build Your Differentiator(5 words of less to describe your brand and what 

it stands for)

Where Do We Want To Go?

Create a BAG (Big Audacious Goal)……….or some small realistic ones

How Do We Get There? Activities1. Create an action team2. Based on the market, prioritize the available tools 3. Determine and allocate appropriate resources ($)4. Build a timeline for implementation

OutcomesBuild an integrated marketing and sales plan

How Do We Get There?

Create an action team

How Do We Get There?

Based on the market, prioritize the available tools 

How Do We Get There?

Determine and allocate appropriate resources ($)

How Do We Get There?

Build a timeline for implementation

And It’s a Wrap!

Next Steps?

Release the dang movie …i.e. your marketing plan

Bonus Feature

Define what success looks like with performance metrics and ROI targets 

In Summary• Where Are We Today?

List your audience? / What is your product? / List your top 3 competitors and competition

• Where Do You Want To Go?Conduct SWOT Analysis / Build Your Differentiator / Create a BAG

• How Do We Get There?Create a team / Prioritize tools / Assign resources / Establish timelines

• Define Success Looks Like?

Neelay Bhatt# 740‐591‐0225

Neelay.bhatt@prosconsulting.comhttp://www.linkedin.com/in/neelay