This presentation from the Smart Insights Webcast series explains how to structure a marketing plan using the SOSTAC(R) planning framework created by PR Smith (see www.prsmith.org for more).
1. 7 Steps to create a marketing plan
Annmarie Hanlon
Evonomie®
Discover the 7 steps to create a marketing plan for your business,
practical advice that works
Digital Marketing Priorities 2013
Brought to you by:
2. About Annmarie Hanlon
Trainer, consultant,
adviser in digital
marketing strategy &
business development
of social media
@annmariehanlon
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3. In 35 minutes
Top level steps from the Business Marketing
Planning Guide
Worked through example marketing plan
Lots of templates you can copy
Questions at the end
Please interact using the BrightTALK buttons
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6. POLL
What stage are you at?
I have already created the marketing plan for my
business
I am starting to create the marketing plan for my
business
I have never created a marketing plan
I created a marketing plan a while ago
I’m just looking for ideas
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7. STEP 1. SITUATION ANALYSIS
UNDERSTANDING
YOUR CUSTOMERS
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org
8. 1. Understand your customers
Why customer insights matter
Resources to capture insights
Know which questions to ask
Why didn’t you buy from us?
Why did you choose us?
Are you willing to recommend us?
What else can we do for you?
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17. STEP 4. STRATEGY:
SEGMENTING YOUR CUSTOMER BASE
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org
18. 4. Segment your customers
Why bother?
To create market niches
To provide growth for mature markets
To deliver more effective communication
To make the business more efficient
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23. POLL
How many segments does your business have?
I’m not sure
We have 2 segments
3 to 4
More than 5
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24. STEP 5. STRATEGY:
TARGETING NEW
CUSTOMERS AND
POSITIONING YOUR BUSINESS
SOSTAC® is is a registered trade mark of PR Smith
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www.PRSmith.org
25. 5. Target and position
A Positioning Statement makes it easy to describe what your business does.
Question Your response
For (target customer)
Who (statement of need or opportunity)
The (name of product) is a (product category)
That (statement of key benefit - i.e. compelling
reason to buy
Unlike (primary competitive alternative)
Our product (statement of primary differentiation)
For manufacturers who want to save money TechChester’s Manufacturing
Software manages the supplier ordering system more effectively.
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31. Tips to keep the plan moving
1. Start the plan today, not tomorrow.
2. Appoint one person to monitor the entire plan.
3. Hold regular review meetings.
4. If you don’t do it today, your competitors will!
5. If one item is difficult to start, move on.
6. Each quarter, review actions and identify where
help is needed.
7. Stick to the plan!
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32. Summary – questions please!
1. Understand your 5. Target and
customers position
2. Marketing audit 6. Create your
3. Create action plan
sustainable 7. Monitor, manage
objectives and improve
4. Segment your
customers
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33. Want more?
Our full 75 page guide includes:
• 30 Best Practice Tips
• 35 Strategy Recommendations
• Many templates
• 12 page worked example
• Checklists to share in your
business
SmartInsights.com
http://bit.ly/smartmarketingplans
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