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How to Develop an Effective Marketing Plan

How to Develop an Effective Marketing Plan. Necessary Factors : Benefits first Measureable objectives Six parts to marketing Plan by market, not product or service Unique strategies, or it is just a plan Keep fact book separate from plan Personality more important than good looks.

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How to Develop an Effective Marketing Plan

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  1. How to Develop an Effective Marketing Plan
  2. Necessary Factors : Benefits first Measureable objectives Six parts to marketing Plan by market, not product or service Unique strategies, or it is just a plan Keep fact book separate from plan Personality more important than good looks
  3. EVERY OBJECTIVE SHOULD BE MEASURABLE
  4. Positioning Statement Who : Bloomingdale-NYC What : Fashion focused department store For whom : Trend conscious, upper middle class What need: Looking for high end products Against whom: Other department stores What’s different : Unique merchandising in a theatrical setting So: It makes shopping entertaining
  5. Creative Strategy Target: Teen sun worshippers Buying decision: Teens, moms, manufacturers, health professionals, clubs, schools Purpose: Use SPF 15+ Promise teens: Be more attractive to the opposite sex. Promise moms: It’s safe to stay in the sun longer. Promise manufacturers: increased sales Support: SPF 15+ blocks most harmful rays (ACS authority) Personality: Healthy, effective, savvy, fun, contemporary Timing: Pre and early tanning season (some continuous) Objective: Encourage people to avoid sunburn
  6. Sales Promotion Direct mail Brochures Sales literature Trade shows Coupons Samples Premiums POP Sweepstakes/contests Price deals Bonus packs Coop advertising Trade allowance
  7. Advantages of Sales Promotion Can induce trial Establish purchase pattern Increase sales Neutralize competitive promotions Disadvantages of Sales promotion Can’t build loyalty Can not reverse a declining sales trend Can not change “non-acceptance” of a brand
  8. When to discount your price Make it a surprise Save discounts until your supplier does something special Don’t use promotional discounts to sell in, but to sell through Position against the right type of customer
  9. Trade Shows Inquiries Qualified leads Sales presentations Cost qualified lead Cost sales presentation Value sales presentation
  10. Customer Service Plan Not a department, but an attitude Copy Disney All policies for the benefit of the customer Encourage returns
  11. SEO PPC Banner ads Blogs, Facebook, etc. Metasearch
  12. Examples of different SEO plans Transactional Promotional Content Customer service
  13. Procedure for SEO Create your concept Select your ISP Select your software Register your domain name Develop your site Upload Register with search engines Promote your site Keep testing
  14. Keywords & meta names 2-4 words Maximum 25 <meta name=“keywords” content=“golden watches, men watches, silver watches, metal watches”/> http://www.widexl.com/remote/search-engines/metatag-analyzer.html Wordtrackers…http://www.wordtracker.com Keyword suggestion tools..http://adwords.google.com/select/KeywordToolExternal <meta name=“description” contents=“bla,bla”/> <meta name=“robots” contents=“index, follow”/>
  15. Links, code and submission Open directory…www.dmoz.org Valid HTML code…http://validator.w3.org/ Submit every 3-4 weeks Yahoo!: https://siteexplorer.search.yahoo.com/submit Google: http://www.google.com/addurl/ Submission services… http://www.ibusinesspromoter.com/
  16. Research Plan In-house activities Benchmark Studies Advertising research
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