Marketing Planning & Execution

1. Marketing Sales Marketing Planning & Execution

2. Objective = Why? Why do we want to do this? Why is it important to the business? Be measurable Tied to business needs Achievable “stretch goal” Example: Generate $X in gross profit through VAR channel by end of Q2. Objective Marketing Planning

3. Strategy = What? What do we have to do to meet our objective? Maps back to objective Example: Sell x number of seats of Product X through the VAR channel in Q2. Objective Marketing Planning Strategy

4. Target Audience = Who? Who do we need to talk to in order to meet our objective? Maps back to objective and strategy Example: Existing customers Likely to buy Product X Upgrades to Product X Non-existing customers Prospects Objective Marketing Planning Strategy Target Audience

5. Messaging = How? How will we craft our message to the target audience? Maps back to objective, strategy, and audience Example: Existing customers Customer service tone Benefits of Product X Non-existing customers Professional tone Objective Marketing Planning Strategy Target Audience Messaging

6. Tactics = How? How are we going to deliver our message to the target audience to meet our objective? Maps back to objective, strategy, and audience Examples: Direct mail E-mail Telemarketing Web response page Objective Marketing Planning Strategy Target Audience Messaging Tactics

7. Call to Action = Offer Make a “must have” offer Strong, clear, compelling Guides to next step Example: Call to register today – space is limited! First 10 people to register will receive (prize). Objective Marketing Planning Strategy Target Audience Messaging Tactics Call to Action

8. Follow-up = Maintenance Regardless of the next step the customer takes, continue to nurture and maintain the relationship. Example: Responders get a thank you with another call to action. Non-responders get another opportunity to participate. Objective Marketing Planning Strategy Target Audience Messaging Tactics Call to Action Follow-up

9. Objective Marketing Cycle Marketing Planning Strategy Target Audience Messaging Reactive Tactics Call to Action Follow-up

10. Objective Marketing Cycle Marketing Planning Proactive Strategy Target Audience Messaging Reactive Tactics Call to Action Follow-up

11. Step One: Build the team Decision makers already know All critical people included Define each role Define hand-off points Establish deadlines Example: Project manager, product & channel marketing, direct marketing, web marketing, telemarketing, vendor(s). Build the execution team Marketing Execution

12. Step Two: Build the infrastructure ProgramsPro AdPro LeadPro Call center The infrastructure supports the project after it’s launched, allowing for a good customer experience, response tracking, lead distribution, ROI, etc. Build the execution team Marketing Execution Build the infrastructure

13. Step Three: Share the plan Internal & external constituents Share the vision Share the objective Why they need to know What they need to do It’s always better to over-communicate than to assume. Build the execution team Marketing Execution Build the infrastructure Share the plan

14. Step Four: Creative development Create and approve pieces: Direct mail pieces AdPro templates for partners Response mechanisms Fulfillment secured Postal requirements Build the execution team Marketing Execution Build the infrastructure Share the plan Creative development

15. Step Five: Production Printing approved pieces Posting AdPro templates Verify infrastructure is ready Get ready for the launch of your marketing project. Build the execution team Marketing Execution Build the infrastructure Share the plan Creative development Production

16. Step Six: Share the plan again With… Decision makers Other constituencies Channel partners Communicate, communicate! Build the execution team Marketing Execution Build the infrastructure Share the plan Creative development Production Share the plan again

17. Step Seven: Launch Direct mail piece drops AdPro templates “go live” Response mechanisms on All planning, coordination and tactical implementation “go public” as one. Build the execution team Marketing Execution Build the infrastructure Share the plan Creative development Production Share the plan again Launch

18. Step Eight: Tracking & analysis Track… Significant metrics Was this successful and why? Analyze… Cost v. ROI One of the most important steps in execution phase. Tracking & Analysis Marketing Execution

19. Marketing Cycle Objective Marketing & Sales Execution Qualify Strategy Assess Opportunity Target Audience Offer Matches Need Messaging Prove Value & Provide Proof Sales Cycle Tactics Proposal Call to Action Closing Cycle Follow-up Implementation