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Action Oriented Marketing Planning
Bruce Rasmussen
Carpe Diem Consulting
• What is marketing?
• Planning
• Why do we exist?
• Templates
• Marketing in different directions
• Failure
• Action
The Marketing Concept
The key roles for the Partner marketer
• Marketing plan – market
selection, positioning, objectives
and strategy
• Promotional plan – generating
demand
• Statement of brand attributes –
what is this organisation all
about?
• Sales support – maximising the
effectiveness of the most
expensive promotional resource
• Understanding the market – to
feed all of the above
• Objectives
• Environmental sensing
• Internal review
• What are we all about?
• Which target markets,
and why?
• Plan to generate
demand within each
target market via
campaigns
• Actions
• Objectives
• Environmental sensing
• Internal review
• What are we all about?
• Which target markets,
and why?
• Plan to generate demand
within each target market
via campaigns
• Actions
Philosophy for the marketing plan
• End in measurable
actions
• All about figuring out
which prospects have
relevant pains
• Then letting them know
we can fix them
• Then fixing them
properly
What is brand?
A successful brand is an identifiable product, augmented in such a way that the buyer perceives relevant,
unique, sustainable added values that match their needs most closely.
Brand is "promise".
What lies under the surface…
What do we do when we market?
TARGET MARKETMARKETING MIX
Offering
Price
Promote
Distribute (Place)
A marketing plan is NOT a promotional plan
Marketing plan
– Which target markets, why
and how
Promotional plan
– Getting the message out
– Within each target market
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Campaign #1
Ongoing awareness
Campaign #2
Campaign #3
Campaign #4
Campaign #5
Campaign #6
Campaign #7
Campaign #8
Campaign #9
Campaign #10
Measurement – leads funnel
Target number of contacts for marketing activity
Estimated response rate (3-10%)
% converted to leads (approx 20%)
Sales Wins(NB: % based on historical closure rate)
3
Prospects
500
25
5
What’s the best way to get the message out?
Awareness Interest Desire Action Satisfaction
Level
of
eff
ecti
ven
ess
Public
relations
Exhibitions
Telesales
Personal selling
Sales
promotions
Advertising
Awareness Interest Desire Action
#1 source of trusted advice
…giving people a reason to talk about your stuffand making it easier for the conversation to take place…
1. provide good stuff
2. get people wanting to talk about
your stuff
3. foster people talking about your
stuff
Marketing 1.0
Marketing 2.0
…from audience to participants, from customers to members of communities…
Audience
Audience
Social network marketing
Broadcasting - getting prospects to call you
• Best
– Seminars (small scale)
– Speeches at client industry meetings
– Articles in client-oriented (trade) press
– Proprietary research
• Middle
– Community/civic activities
– Networking with potential referral sources
– Newsletters
• “Clutching at straws”
– Publicity
– Brochures
– Seminars (ballroom scale)
– Direct mail
– Cold calls
– Sponsorships
– Advertising
Managing the Professional Services Firm
David H. Maister
Free Press Paperbacks
8 reasons why marketing plans fail
1. Pleasing the wrong people
2. Overreaching
3. Overbearing
4. Out of sight, out of mind
5. Nebulous
6. No ownership
7. Budget oriented
8. Immeasurable
http://www.staples.com/sbd/content/article/e-h/eightreasonsmarketingfails.html
Readiness offer
• 40days of readiness training
($12k)
– Public schedule
– Customised readiness
– Competency certification
– Customer focused workshops
• 1 day
sales/marketing/business
value consulting
– Sign up during APC
http://carpe-diem.typepad.com/apc2008
http://carpe-diem.typepad.com/apc2008
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