What’s in a Marketing Plan?

What are the elements of a marketing plan? How do you create a marketing plan? Here is a simple outline that gives you the different stages of marketing. The first 3 are marketing planning stages and the last 3 are marketing implementation stages.

  • Identify Marketing Strategy
    1. Vision
    2. Goals & Objectives
    3. Defining Your Ideal Target Customer
    4. The 5 P’s as applied to  your customer’s needs
      • Product Strategy: features, benefits, problems it solves, uses, warranties, etc.
      • The Pricing Strategy
      • Place or Distribution Strategy: how people will get it, buy it, shop for it.
      • Promotion: the positioning, the voice, the messages, the image, marketing materials, packaging
      • People: what are the unique skills, experiences, backgrounds our people have that give you an advantage
  • Marketing Tactics
    1. Where do we find your customer?
    2. List of all tactics and materials needed to reach that customer
    3. Prioritize based on budget, timing and customer reach and appeal
  • Sequencing & Scheduling
    1. Find lead times, budget and deliverables for each tactic
    2. Incorporate persuasion techniques (this is the new thing I’m adding, not sure if it goes here or earlier on)
  • Implementation
    1. Project manage the process
      • Set up accounts; create communication pieces, websites, sales channels, marketing events, the product, etc.
      • Confirm progress at checkpoints and deliverables
    2. Work with specialists to create the product and marketing materials.
  • Launch
    1. Release all materials and communications to the customer according to the pre-determined schedule (typically a specific widow of time coinciding with the availability of the product).
  • Sustaining Marketing
    1. Continued communication with new customers.
  • The most important thing is you have a plan and you implement it. Also note that your marketing plan does not have to be written in stone. It is a living breathing document that changes as needed to meet the needs of your customer and your company’s objectives.

About Debra Zimmer

After 25 years of growing entrepreneurial businesses at companies such as Microsoft, where she attracted 700,000 members into an online community in 18 months and then grew a second one to 250,000 members in 10 months, Debra Zimmer then struck out on her own to grow an online retail store to 6-figures of income and put it on AUTOPILOT for 3 years. With an engineering degree and an MBA from Columbia Business School, Debra is the undisputed expert in helping experts, entrepreneurs and executives to focus their brilliance and magnify their impact using social media and internet marketing tactics.

Comments

  1. ellen lewis says:

    This is a great outline. I’m going to use it for my new venture – Heritage Enterprise Resources. We’re building a small business incubator for women to sell vintage wares and reproductions in our national register district to heritage tourists.

    1. Debra Zimmer says:

      Sounds like an interesting business. Where would it be located? (state, city, country?)

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