Introduction to marketing planning
Alex Tucker@tuckera
BEFORE YOU PUT PEN TO PAPER
Things to consider
The Business PlanWhere is your business going?
The Marketing StrategyHow are you going to get there?
The Marketing PlanWhich turns do you need to take?
Timing
• Planning cycle• How long will consensus take?• Reporting and reviewing progress• Schedule and deliverables• What's happening in the real world?
Marketing resource
Evolved function
Limited function
No function
FOUNDATIONS OF YOUR MARKETING
Planning the plan
• Competitors• Economic
factors
• What’s happening in the marketplace
• What you don’t do well
• What you do well
Strength Weakness
ThreatOpportunity
Internal factors
External factors
Goal setting
• How do you want to be perceived?• What growth are you trying to achieve?
• Where is new business coming from?• What types of clients to you want to attract?
Internal
External
market the things you do well to people that need your help.
Current Capabilities
• What services do you currently offer?• Are your clients aware of all the help you offer?
• Where do you have the most expertise?• How many new clients do you need for growth?
• Will you need to recruit?
no research occaisional research frequent research0.00%
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growthprofitability
Research your clients and prospects
MESSAGING AND TACTICSThe “what”
Creating the message
Learn to express• What is unique about your practice?• What are you good at?• What do clients need you for?• Why do clients come to you? • Why do they stay?
Common marketing tactics
Offline
Print ads
Networking
Publicspeaking
Partnering
Public relations
ReferralScheme
Common marketing tactics
Online
Website
SocialNetworkin
g
Content Marketing
Email marketing
Search marketing
MEASURE EVERYTHING (EVERYTHING YOU CAN ANYWAY)
Measurement and metrics
Simple measurements
Tell your stakeholders how you intend to measure your marketing
• Campaign costs• Leads generated • Resulting proposals• Win ratio• Long term client
value• Set expectations• Review and
improve
Marketing by numbers
• Marketing ROI• Marketing expense to revenue• Customer acquisition cost• Time to repay customer acquisition cost
To-do
• Perform SWOT• Set your goals• Assess current capabilities• Research your prospects and clients• Craft the message • Describe your tactics• Commit to KPIs