2. Jay Massey
◦ Web Services – University of West Florida
◦ Founder – Coco Design Associates, est. 1994
◦ Principal – Idea Launch Partners
◦ Past President – Amer. Advertising Federation – Pensacola
Duties:
◦ Web Management
◦ Internet Marketing Strategy
◦ Enterprise-level Development
◦ Mentor
3.
4. ◦ Positioning Strategy
Target Customer 1
Problems
How Product Solves Problem
Benefits to Customer
Target Customer 2
Target Customer 3
◦ Branding Strategy
Naming
Logo
◦ Pricing Strategy
List Price
Wholesale
Retail
Volume / Discount Price
◦ Advertising Strategy
Print / Traditional Media
Online
Search Engine Optimization (SEO)
Organic
Search Engine Marketing (SEM)
Paid Placement
Google Adwords
Banner Ads
Social Media
Press Release
◦ Sales / Distribution Strategy
Direct
Channel
Value Added Reseller (VAR)
Distributor
Ecommerce
5. A Marketing Plan is the strategy you will employ to
get your customers to buy your products / services
A Marketing Plan is a subset of your overall
Business Plan
The marketing plan includes 5-6 major areas:
◦ Product / Service Positioning Strategy
◦ Branding Strategy
◦ Pricing Strategy
◦ Advertising / Promotions Strategy
◦ Sales / Distribution Strategy
6. Create a brief paragraph describing your
basic marketing goals
Keep it simple, make it so your mom can
understand it
7. Develop several versions:
◦ 15-word description
◦ 25-word description
◦ 50-word description
◦ 100-word description
◦ 250-word description
Can anyone say multiple “elevator pitch”
8.
9. Target Your Customers
◦ What are their problems
◦ Create a solution
◦ Describe how your product solves their problem
◦ Describe the benefits to customer
10. Developing the brand
◦ Naming
◦ Logo
◦ URL
◦ Colors
◦ Slogans
Put some thought into it, you’re stuck with
this for a long time
Seek professional help
16. Evaluate your competition
Identify each of their:
◦ Strengths
◦ Weakness
◦ Opportunities
◦ Threats
17. Identify target markets
◦ Create a Market Summary for each
Description
Current trends
Estimated size
Growth rates
18. Surround yourself people smarter than you
◦ Advertising / PR agency
◦ Graphic designer
◦ Copy writer
◦ Market analyst
◦ Web designer / developer
◦ Communications manager
◦ Advertising manager
19. Positioning Strategy Date _________
Branding Strategy Date _________
Pricing Strategy Date _________
Advertising Strategy Date _________
Distribution Strategy Date _________
(Product generally available at this time)
Launch Strategy Date _________
Distribution Channel Communication _________
Initiate Press Release Distribution _________
Begin Advertising _________
20. Present your Marketing Plan in concise, layman’s
terms describing what your product / service can
do for the customer
Use the strategic Marketing Plan outline as a
template to create an on-hand presentation to be
able to take advantage of immediate opportunities
It’s not about being lucky, it’s about being ready