Action Oriented Marketing Planning

Bruce RasmussenCarpe Diem Consulting

• What is marketing?

• Planning

• Why do we exist?

• Templates

• Marketing in different directions

• Failure

• Action

The Marketing Concept

The key roles for the Partner marketer

• Marketing plan – market selection, positioning, objectives and strategy

• Promotional plan – generating demand

• Statement of brand attributes – what is this organisation all about?

• Sales support – maximising the effectiveness of the most expensive promotional resource

• Understanding the market – to feed all of the above

• Objectives• Environmental sensing• Internal review• What are we all about?• Which target markets,

and why?• Plan to generate

demand within each target market via campaigns

• Actions

• Objectives

• Environmental sensing

• Internal review

• What are we all about?

• Which target markets, and why?

• Plan to generate demand within each target market via campaigns

• Actions

Philosophy for the marketing plan

• End in measurable actions

• All about figuring out which prospects have relevant pains

• Then letting them know we can fix them

• Then fixing them properly

What is brand?

A successful brand is an identifiable product, augmented

in such a way that the buyer perceives relevant, unique,

sustainable added values that match their needs most closely.

Brand is "promise".

What lies under the surface…

What do we do when we market?

TARGET MARKETTARGET MARKETMARKETING MIXMARKETING MIX

Offering

Price

Promote

Distribute (Place)

A marketing plan is NOT a promotional plan

Marketing plan– Which target markets, why

and how

Promotional plan– Getting the message out– Within each target market

JulAug

Sep

Oct

Nov

Dec

JanFeb

Mar

Apr

May

Jun

Campaign #1

Ongoing awareness

Campaign #2

Campaign #3

Campaign #4

Campaign #5

Campaign #6

Campaign #7

Campaign #8

Campaign #9

Campaign #10

Measurement – leads funnel

Target number of contacts for marketing activity

Estimated response rate (3-10%)

% converted to leads (approx 20%)

Sales Wins (NB: % based on historical closure rate)

3

Prospects

500

25

5

What’s the best way to get the message out?

Awareness Interest Desire Action Satisfaction

Lev

el o

f ef

fect

iven

ess

Public relations

Exhibitions

Telesales

Personal selling

Sales promotions

Advertising

Awareness Interest Desire Action

#1 source of trusted advice

…giving people a reason to talk about your stuffand making it easier for the conversation to take place…

1.1. provide good stuffprovide good stuff

2.2. get people wanting to talk about get people wanting to talk about your stuffyour stuff

3.3. foster people talking about your foster people talking about your stuffstuff

Marketing 1.0Marketing 1.0

Marketing 2.0Marketing 2.0

…from audience to participants, from customers to members of communities…

AudienceAudience

AudienceAudience

Social network marketing

Broadcasting - getting prospects to call you

• Best– Seminars (small scale)

– Speeches at client industry meetings

– Articles in client-oriented (trade) press

– Proprietary research

• Middle– Community/civic activities

– Networking with potential referral sources

– Newsletters

• “Clutching at straws”– Publicity

– Brochures

– Seminars (ballroom scale)

– Direct mail

– Cold calls

– Sponsorships

– Advertising

Managing the Professional Services FirmDavid H. Maister

Free Press Paperbacks

8 reasons why marketing plans fail

1. Pleasing the wrong people

2. Overreaching

3. Overbearing

4. Out of sight, out of mind

5. Nebulous

6. No ownership

7. Budget oriented

8. Immeasurable

http://www.staples.com/sbd/content/article/e-h/eightreasonsmarketingfails.html

Readiness offer

• 40days of readiness training ($12k)

– Public schedule– Customised readiness– Competency certification– Customer focused

workshops

• 1 day sales/marketing/business value consulting

– Sign up during APC

http://carpe-diem.typepad.com/apc2008

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