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Positioning and Message

Positioning and Message. Developing a 2008 Strategic Marketing Plan That Delivers Results. America Outdoors Confluence TM 2007 Julie Thorner - WillowWorks. Our Workshop Goals. Understand what a strategic marketing plan really is and how it can help you

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Positioning and Message

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  1. Positioning and Message AO ConfluenceTM - WillowWorks

  2. Developing a 2008 Strategic Marketing Plan That Delivers Results America Outdoors ConfluenceTM 2007 Julie Thorner - WillowWorks

  3. Our Workshop Goals • Understand what a strategic marketing plan really is and how it can help you • Offer a process & template for developing your plan that works for busy outfitters • Build a framework for your 2008 plan, identifying key categories and initiatives • Take away the 5 planning support tools that will make your efforts more efficient AO ConfluenceTM - WillowWorks

  4. Our Workshop Process • Roll up our sleeves and start creating the primary objectives and key categories of our 2008 marketing plans • We’ll use a small workgroups approach and collaborate to learn from our collective successes and failures AO ConfluenceTM - WillowWorks

  5. Hah! - A Real Marketing Plan? • Who has the time to write a plan? I have a business to run! • No one will read it anyway. • It’ll be outdated before the ink is dry. • It’s overwhelming - where do I begin? • It sounds so terribly “planned”, where’s the spontaneity? • But then my objectives will actually be “out there”- what if I miss them? AO ConfluenceTM - WillowWorks

  6. Three Parts to the Marketing Plan Process • Strategic planning: pre-season • Blocking and tackling: in-season • Closing the loop (tracking): in-season and end-of-season AO ConfluenceTM - WillowWorks

  7. Key Performance Indicators (KPIs) Are Your Friend • Identify them. • Track them. • Report on them. • Take all learnings and adjust your next marketing initiatives appropriately. • Celebrate your wins in real-time (but only if you know your relevant KPIs). • Be accountable. It’s refreshing. AO ConfluenceTM - WillowWorks

  8. First Things First: Big Picture 2008 Objectives • Define your company objectives: e.g. • 10% increase in revenues • 6% increase in profits • Define your marketing objectives: e.g. • Promote “Destination NOC” • Focus on online marketing initiatives to communicate with guests & prospects • Grow our guest email database • Develop presence in Atlanta market AO ConfluenceTM - WillowWorks

  9. The Forest and The Trees: Its Important to Check Both • Use your Marketing & Sales Budget to help see the 50,000 foot view by making sure that your category spend % allocation maps to your major initiatives. • Use your Executive Summary to make sure that your plan details truly reflect your company and marketing goals. (Write it last.) AO ConfluenceTM - WillowWorks

  10. The Well-Integrated Marketing Plan: 10 “Super-Categories” • Online: Website, email campaigns, online ads, PPC, blogs, podcasts, video, etc. • Customer Database Development: Direct mail and email campaigns • Offline: Print ads, publications, brochure distribution, mass media (radio, TV) • Onsite Materials:Signs, posters, billboards, banners, flags, etc. AO ConfluenceTM - WillowWorks

  11. The Well-Integrated Marketing Plan: Super-Categories, cont. • Direct Sales: call center, group accounts • Press/Public Relations:print, online, social networking • Special Events:support, development, sponsorship goals, cause marketing • Intra-Company Marketing Communication: Most relevant for companies with > 15 employees. AO ConfluenceTM - WillowWorks

  12. The Well-Integrated Marketing Plan: Super-Categories, cont. • Geo-Market Targets:Goals within identified geographic markets for product /service specific offerings • Customer-Specific Market Targets: Goals within identified industry segments or customer groups for specific offerings (families, kids, seniors, etc.) AO ConfluenceTM - WillowWorks

  13. The 5 Elements of Every Category • Strategy: What • Purpose: Why • Implementation Plan (Tactics): How • Key Changes from Prior Year: Learnings put to use • Measurement: So what AO ConfluenceTM - WillowWorks

  14. Strategy • The “What”: what does this category of initiatives do to drive our business goals? AO ConfluenceTM - WillowWorks

  15. Purpose • The “Why”: why is the initiative in our plan; or what is it supposed to accomplish? • This step helps weed out ideas that sound good, but don’t actually deliver what we need to achieve our goals AO ConfluenceTM - WillowWorks

  16. Implementation Plan (Tactics) • The “How”: how will we implement or execute our strategy to achieve our stated purposes? AO ConfluenceTM - WillowWorks

  17. Key Changes from Prior Year • What is different in 2008 from 2007? • How have we addressed any weaknesses in our 2007 marketing efforts or results? AO ConfluenceTM - WillowWorks

  18. Measurement • The “So What”: How will we measure the results of these initiatives and determine success (enter KPIs) AO ConfluenceTM - WillowWorks

  19. Supporting Tools To Your Plan • Marketing & Sales Budget Template • Master Marketing Calendar • Media & PR Calendar • Enews Editorial Calendar • E-Offers Calendar • Direct Sales Calendar AO ConfluenceTM - WillowWorks

  20. More Useful Tools • Strategic Creative Brief: for overall Company Positioning and Ad Campaigns • Ad Spec Sheet • Integrated Direct Sales Framework Friday’s workshop Campaign-driven Advertising and Integrating Direct Sales teaches you how to put these tools to work for your company. AO ConfluenceTM - WillowWorks

  21. Test, learn, track, and measure. Go on. Be a marketing hero. AO ConfluenceTM - WillowWorks

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