Paving the Road to Success: A Marketing Strategy Workshop, by David Wilson

Building a Strategic Marketing Plan

How to turn your Story into Strategy, then your Strategy

into Success!Delivered by

Delivered by

David E. Wilson, MBA

@dewMarketing

#yallconnect

Delivered by

David Wilson, MBA*

Results-driven executive leader with 20+ years of experience at UPS & US Air Force Veteran

Business experience: business development, marketing, new product development, operations, and director level executive administration

Corporate innovator developing UPS’s new initiatives to work within the startup community

President of the Birmingham Chapter of the American Marketing Association (AMA), Vice President of the Board of Directors for the Central Alabama Food Bank, and the Board of Directors for the Nashville Business Incubator Center

Adjunct Faculty, Indiana Wesleyan University, Business Management

Angel investor with the Birmingham Angel Network

Delivered by @dewMarketing #yallconnect

Workshop Objectives


Blind Squirrel Marketing (Don’t do it…)


What causes Blind Squirrel Marketing disease?Lack of Strategic Marketing…


If you have one or more of these symptoms, you may have: Blind Squirrel disease…

Can’t articulate your company “Story”

Poor value proposition vs your competition

Don’t know your perfect customer

Activities don’t drive profitable growth

goals

Don’t have “SMART” tactical plans

Don’t measure your results with KPI’s* Key Performance Indicators


The Cure: Develop Your Strategic Marketing Plan

Strategic Marketing:

The art and science of

developing a plan to

increase sales and/or

achieve organizational goals

Tactical Execution:

Specific initiatives taken to

achieve short term

objectives


@dewMarketing Strategic Marketing Model

Your Story

External Market

Analysis

Internal Business Analysis

Tactical Marketing

Plans

Key Performanc

e measureme

nt


It All Starts with Your “Story”

Understand what & who your organization

is all about

Mission & Vision

Brand Identity

Culture


Why you exist

(the Cause)

Your Story: Mission & Vision

Desired end state

(the Effect)


Brand Identity

(Your Promise)

Identify it and make

sure it supports

your “story”

Your Story: Brand Identity


Make your

company…

Your Story: Brand Identity

HUMAN…


Brand Identity Examples


Brand Identity?



What type of organization are you?

Are you driven by sales, engineering, marketing,

customer service, operations?

Does every employee know it, live it, and love it?

Does your culture support your “story”?

Your Story: Company Culture


The Power of Culture!

10 hours 29 Minutes

https://www.youtube.com/watch?v=5CcLIPaUz3E


The Power of Culture!

The best way to build a brand for the long term is by building, scaling, and sustaining a culture that reflects values you can truly commit to.


Turn your Story into Strategy

Key Elements - Internal & External Analysis

Product/Service

Competitive review

Target Market

Business Goals

Sales planning


Product/Service Analysis

How does your business solve a problem?

Competitor differentiation

Pricing & profit positioning

How do you deliver an experience?

People, guarantees, packaging, brand

promotion, special touches, etc.


Product/Service Analysis


Conduct Competitive


Target Market Analysis

Market Size: How big is the market?

Demographics/ Geographic location

Age, race, sex, marital status and children, Income level, etc.

B2B: Ave company size, years in business, industry, number of employees, average sales, etc.


Target Market Analysis Purchasing habits

How much do they spend on your type of product or service?

Customer Segmentation Analysis

Profit per customer


Conduct Target Customer Research

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://dances-with-elephants.typepad.com/&ei=PfD9VK6fLYGrgwSE5YK4Ag&bvm=bv.87611401,d.eXY&psig=AFQjCNGJsIGlrfCcHVIRt8DeYExicyGyFw&ust=1426014584103998


Business Growth Goals

Determine profitable growth goals

By product/service, target market,

geography, etc.

Conduct regular reviews, adjust accordingly


Marketing & Sales


Sales Strategy Planning


Turn your Strategy into Tactics

Key Tactics:

Website

Social Media

Inbound

Content

Traditional


Website Marketing

Design and content evaluation Search Engine Optimization (SEO)

Process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines


Social Media


InBound Marketing

Attract (Strangers) Social Media

Twitter, Facebook, Linkedin, Pinterest, etc.

Video YouTube, Vimeo, etc

Email Marketing

Keywords

Tradeshows

Convert Visitors Forms / Calls-to-Action

Landing Pages

Close Leads Email / Face-to-Face / Phone


Content MarketingThe Key to a successful inbound strategy

Publish Educational Content to build trust and educate


Traditional Marketing Tactics


Track Tactics for Success


Strategy Performance Start, Stop, or Change Tactics…

Key Performance Indicators (KPI’s)

Closed Deal$!

Qualified / Accepted Leads

Meetings w/ Sales

Traffic / Page Views / Time Onsite

Content Downloads

Inbound Links / Page Rank

Fans / Followers

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Measure for Success!

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Turn your Story into Strategy, then your Strategy into

Success!


Let’s Connect!

Marketing Insights Follow me @dewMarketing LinkedIn – dewMarketing Instagram – dewMarketing1

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Questions / Discussion

@dewmarketing

dewmarketing

Thank You!

@dewmarketing1