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Chapter 2

Chapter 2. Business, Strategic, and Direct Marketing Planning. Plans plot the course to reach a set of stated objectives. Short term goals act as benchmarks Benchmarks help us to recognize when plans need adjustments Today we review plans annually or even quarterly.

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Chapter 2

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  1. Chapter 2 Business, Strategic, and Direct Marketing Planning

  2. Plans plot the course to reach a set of stated objectives • Short term goals act as benchmarks • Benchmarks help us to recognize when plans need adjustments • Today we review plans annually or even quarterly

  3. Three Key Strategic Questions • Where should we focus the effort and why? • What do we bring to the table? • Do our core capabilities suit our position?

  4. My Question Preference • Where are we now? • Where do we want to go? • How do we get there?

  5. Strategic Business Plan • Help attract outside investors and financing • Key concepts • Establish a market • Outlines organizational structure • Financial projections

  6. Stratigic Plan • Introduction • Describes the purpose and scope of the plan • Specifics the time frame of the plan • Direct Mail Five year plan to dominate the direct mail advertising business in the Oklahoma City Area

  7. Executive Summary • Scope,objectives, SWOT, mission, vision, products/services, investors, financial and growth plans • Needs to be brief and be able to stand alone and communicate the important directives and conclusions of the plan

  8. Goals and Objectives • Highlights Achievements and time frame • Relates achievements to the stakeholders • Grow revenues by an average of 20% annually over the next 5 yrs. • Control 60% of all Direct Mail Advertising Revenues in the OKC area

  9. Situation Analysis • Competitive analysis • Market analysis • Enviromental analysis • Size of current market $25 million • Market Share report competitors and estimate of customer expenditures • Industry Growth Projections

  10. SWOT Analysis • Key strengths and weakness of the organization • Key opportunties and threats in the marketplace • Strength: contact strength, realitive newcomer • Growth industry, players outside the immediate marketplace

  11. Mission Statement • What do you do and how do you do it • Unique? • Synergistic advertising contact • Analytical and creative expertise

  12. Vision Statement • What will the business look like • Translated into behavior within the organization • One contact advertising source • Clients needs first resulting in the most effective advertising

  13. Businss Values • Principles governing the business and its relationship with stakeholders (customers, partners, community) • Maybe included with the vision or mission statement

  14. Additional elements • Key Strategies • Action Plans • Financial Plans • Performance Measures (what are the metrics)

  15. Multichannel Direct Marketing

  16. customer centric

  17. Message Strategy Brief • Client • Product • Project • Key Fact • Communication Objective • Creative Strategy • Prospect profile • Competition • Current/Change Preception • Current/Change Behavior • Proposition • Reason Why • Secondary Support • Legal & policy factors

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