Marketing Planning for Able Power & Other SMEs and Startups
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Marketing and communications planning workshop created for TAGTribe's SME 2.0 event in London on August 3rd 2011. Workshop cetnred around Able Power - an energy Brokerage Firm in London and was jointly run by Klaxon Marketing and Citigate Dewe Rogerson.
![Agenda ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Marketing Planning for Able Power & Other SMEs and Startups
- 1. Marketing Planning for Able Power(and other SMEs or Startups) SME 2.0 3rd August 2011
- 4. Objectives
- 6. The Task
- 9. What is the ‘Headless Chicken Trap?’
- 10. How can marketing planning help?
- 12. Where do we want to get to?
- 13. How are we going to get there?
- 14. What’s actually going to happen?
- 15. When is it going to happen?
- 18. Offer companies the opportunity to save money on their energy bills
- 19. A young company that has a proven business model and now wants to grow
- 20. Model is like an IFA i.e. make money on commission on the brokerage deal
- 21. Growth to date through referrals and networks
- 22. Good customers are power hungry businesses: hotels, manufacturing / processing
- 23. There is a volume revenue opportunity from smaller energy consumers too
- 24. Little marketing to date, wary of being “leaflet leavers” and want to be green
- 25. Want to position as open, honest and providing a service with integrity
- 26. Aim is to provide a high quality service to all customers
- 27. Brochure website is on the way
- 28. The industry as a whole does little marketing, there is a lack of trust
- 29. The industry has a bad reputation
- 31. We recommend focusing on three core areas: football clubs, hotels/restaurants and body shops
- 32. The aim is to create a pipeline of leads through a sales and marketing campaign – one that is scalable and doesn’t rely solely on the founders’ personal networks
- 33. Communicate the company’s USPs in a crowded and messy market
- 36. DM / TM / eDM
- 39. Sub bullet 1
- 40. Bullet 2
Notas do Editor
- Symptoms of HCT:Have you ever placed an advert in a magazine after a sales cold call? Have you been asked to pay a colour separation charge after sending out a press release? Do you have a Facebook page and a twitter handle but not friends or followers? Do you know how much you spend on marketing, but not how much money it generates? Benefits of Marketing planning? Manage performance of your marketingDrive return on investment (ROI)Control your budgetsIdentify which tactics workReduce your costs (and increase profits)Maintain sanity!
- Situation AnalysisSWOT analysisCompetitionMarket positioningObjectivesDefine what you want to achieve e.g. Sales growth, market share, increased profitability3. StrategyWhat are the factors involved in achieving each objective e.g. Sales example, develop value propositions and build sales pipeline4. TacticsThe specific campaign elements. For example telemarketing for building sales pipeline5. Action Schedule your campaign into ensure it integrates with over campaigns and is well managed6. Control Keeping track of who does what, when and at what cost – the measurement side of things.
- We should verify that in an ideal world that you would usually do these activities in concert, not separately. So at the risk of creating one of those folding paper drawings where someone draws the head, passes it on to someone to draw the body etc., let’s try and create a marketing plan in segment