simple steps to market your business
Post on 27-Jun-2015
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Marketing Your Business It Starts with the Plan
Why Develop a Plan?
The early bird may get the worm,
but the second mouse gets the cheese.
~Unknown
Your Plan • When developing your plan, start with the
mission
– What are the business goals of the organization?
• Build corporate identity awareness?
• Demonstrate or sell products or services?
• Build stronger relationships?
• Provide education and information?
• Conduct public relations activities?
• Ongoing
– Marketing your business is ongoing – it never ends
What’s Your Objective?
• Objectives - what are you trying to achieve?
– Objectives must be specific and measurable.
• Achieve an annual growth rate of at least 10%.
• By the end of year three, achieve 15% of sales through the Internet.
• Become the market leader of adventure travel in the Indianapolis area
You Talkin to Me?
• Who are you talking to – be specific
– Identifying a target audience expands beyond gender, race and age
– Understanding behaviors will help you develop your plan
• Veterans, Baby Boomers, Gen X and Gen Y – Behaviors can be different within the generation
Let’s Get Started
• Outline the elements of your plan
– Where do you need to be seen (networking)
– What’s your story - key messages
– Why is your business different
– What tools will you use
• Digital: Website, Facebook/Twitter/LinkedIn, MMS, E-blasts
• Print: Flyers, Brochures
• Advertising: Television, Radio, Newspaper
• Promotions, Giveaways, Discounts
Be Strategic • Strategy
– Outline strategies to achieve your objectives, and reach target audiences. For example:
• Create Awareness – Create buzz by blanketing the local airwaves, print space, and
other advertising mediums with your company, logo, and products.
• Overcome Objections – Emphasize warranties, testimonials, endorsements, and other
positive reinforcement.
• Set a deadline – Create a sense of urgency amongst consumers by
promoting temporary price reductions, limited quantities, etc.
Becoming Tactical
• Tactics – this is where the rubber meets the road.
– What are you going to do
• Media Relations – issue a press release
• Internet Presence – have you Googled yourself lately
• Collateral materials - apparel, giveaways, brochures
• Staff involvement
– What activities will you implement to execute your plan
Getting it Done
• Logistics – Executing the tactics
– How will we do what we need to do?
– Are there any technical requirements?
– Do we have the database requirements to implement the tactics?
– Do we have the staffing, capabilities and competencies to execute the tactics?
– Do we need external help?
– Who will manage the campaign?
Measuring Success
• Metrics
– You cannot manage what you cannot measure!
– What data will you want to track?
– What measurement criteria will you use to determine the success of your tactics?
– What is your reporting method?
– How often will you track and measure your results.
– What do you need to do to prepare to gather the data?
Dollars & Cents
• The Budget
– We tend to shy away from marketing due to cost
• Unfamiliar territory – it’s not like selling “widgets”
• Don’t let costs keep you from growing your business – you might be surprised at the ROI
– Create an overview of the various costs associated with implementation
– Include as much information as possible, i.e. design costs, licensing fees, external consultants, etc.
Time Matters
• Timeline
– Indicate a timeframe for development and implementation of the plan and its elements
– Set up specific dates to serve as milestones
Food for thought . . .
Think back 10 years ago. People have changed.
Their lives and needs have evolved.
But brand marketing really hasn't changed in a fundamental way.
It has not linked up to what consumers have become.
Frank Cooper III, SVP/Chief Consumer Engagement Officer, PepsiCo
Herd Strategies, llc 245 East 11th Street
Indianapolis, IN 46202 317.641.9073
www.herdstrategies.com info@herdstrategies.com
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