Marketing

1. & Marketing The Planning Process

2. Planning Introduction • The Planning Process • Generally, plans cover at least four areas: • Marketing Objective and Strategy (The 5 Ps) • Advertising Objective and Strategy • Creative Strategy (The Advertising Message) • Media Objective and Media Strategy • Other Plans and Strategies • Sales Promotion, PR, etc.

3. Planning Introduction • The Planning Process • This approach isn’t for everybody. • Generally, this approach is right for a consumer-oriented marketer. • For example, a small industrial firm might emphasize other things - such as: • Trade Shows • Their own Sales Force or Sales Reps • Current Customer Relationships • And also do some Trade Advertising • However, the underlying principles apply.

4. Planning Introduction • A Ten Part Process • Evaluation 1. Situation Analysis 2. Research 3. Problems & Opportunities • Goal Setting 4. Marketing Objective 5. Budget • And then...

5. Planning Introduction • A Ten Part Process • Building the Plan 6. Strategies 7. Advertising Creative 8. Media 9. Sales Promotion + Other appropriate “IMC” plans and strategies 10. Evaluation • Now let’s go step by step…

6. Planning 1.Situation Analysis • Also called Background Review • It’s a Summation of current knowledge: • Current Users • Seasonality • Geography • Creative Requirements • Purchase Cycle • Competitive Review • And anything else that might help you understand your situation.

7. Planning 2.Research • You do Secondary Research first • You do Primary Research second • Research is usually in these three areas: • Target Audience • Improve Understanding, Gain Insight • Factors That Motivate Purchase Behavior • Improve Effectiveness, Gain Insight • Unique Brand Characteristics • Look for key point of difference

8. Planning 2.Research • Research Techniques: • Qualitative Research • Focus groups • One-on-one interviews • Quantitative Research • Surveys • Observation • Experiments • When preparing The Research Plan • Be sure to know what you’re looking for!

9. Planning 3.Problems & Opportunities • Also known as a “SWOT” Analysis • Strengths, Weaknesses, Opportunities, Threats • “For every problem there is an opportunity” • Understanding problems is a critical skill • Identify the right problem and you’re on the road to the solution • And, whatever you do… • Don’t solve the wrong problem!

10. Planning 4.The Objective • The Marketing Objective is a number • It is thegoalof your marketing activities • Usually, it is a sales or volume goal • It may be difficult to get to, but the final answer is simple and measurable.

11. Planning 5.The Budget • Determining a budget usually involves asking two very important questions: • How much will it take? • How much do we have? • Here are ways marketers work to develop good answers to those questions.

12. Planning 5.The Budget • Budgeting Methods • Historical expenditures • A to S ratio (Advertising to sales ratio) • Elements of the budget • Advertising (Media and Production) • Sales promotion (may include discounts) • PR and Event marketing • All other

13. Planning 6.Strategies • Marketing Strategies state how you will fulfill the Objective • The Marketing Strategies become discipline-specific objectives for… • Advertising Creative • Advertising Media • Sales Promotion and Public Relations

14. Planning 7.Advertising Creative • A Sample Creative Strategy Template: • To convince: ___________________ • To use: ___________________ • Instead of: ___________________ • Because: ___________________ • Creating The Advertising Message: Target Audience Brand/Product Competition Factors that influence purchase behavior + (Target Audience Insight)

15. Planning 7.Advertising Creative • A Sample Creative Strategy: • To convince: ___________________ • To buy: ___________________ • Instead of: ___________________ • Because: ___________________ • Creating The Advertising Message: Adults 35-54 Volkswagen Other cars Volkswagen will last a long time

16. Planning 7.Advertising Creative • To convince: ___________________ • To buy: ___________________ • Instead of: ___________________ • Because: ___________________ • Creating The Advertising Message: Adults 35-54 Volkswagen Other cars Volkswagen will last a long time

17. Planning 8.Advertising Media • Media Objectives usually include: • Target Audience • Geography • Seasonality • Reach or Frequency objective • The Media Plan will work to achieve those objectives in the most efficient way.

18. Planning 8.Advertising Media • A Media Flow Chart can help you visualize the Media Plan: • Put a calendar time-line across the top • Place the media down the side

19. Planning 8.Advertising Media • A Media Flow Chart can help you visualize the Media Plan: • Put a calendar time-line across the top • Place the media down the side

20. Planning 9.Sales Promotion & PR • Sales Promotion • Consumer Promotion = Win/Free/Save • Sweepstakes & Contests • Added Value Extras/Bonus Packs • Coupons/Savings/Rebates • Trade Promotion = • Allowances • Other Payments/Incentives • Events/Sales Contests

21. Planning 9.Sales Promotion & PR • Public Relations = • Product Publicity Opportunities • 3rd Party Endorsements & “Influencers” (columnists, talk show hosts, etc.) • Press Relations • Other Strategic Publicity • May also include… • Event Marketing

22. Planning 10.Evaluation • It starts and ends with Research • Methods for evaluating the plan. • Input/learning for next year’s plan • Methods include: • Tracking studies • Attitude, usage, and awareness studies • Creative • Recall • Persuasion