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