The following slides are from the workshop, "How To Create An Effective Marketing Plan," as presented at The Enterprise Center at Salem State University.
1. Workshop – How to create an effective
marketing plan.
Salem State Enterprise Center March 6, 2018
2. About Me & For Marketing Matters
25+ years; strategy, messaging, brand
Fact-based; ROI-focused
Marketing Evangelist – essential & strategic
Fill a void for CEOs of SMBs
Full-service outsourced marketing department
No projects – no dabbling
Integrated marketing; scale with our clients
`
4. Objectives of this workshop:
`
• Expand understanding of ‘marketing’
• Stop dabbling & get on track
• Build from the bottom up
• Identify gaps to prioritize your plan
6. “Core” defined
`
Noun
1. the tough central part of various fruits,
containing the seeds.
2. the central or most important part of something.
7. Two contexts of “core”
`
For a Human
• Our torso
• Source of strength &
energy
• Our heart and our soul
For a Business
• Your brand - your identity,
values, mission, promise
• Your value proposition
• Source for future growth
8. Marketing is the “core”
`
The seeds for business
growth
Marketing is essential
It is not “nice to have”; when
I get bigger; when I have
more funding…
Awareness Leads Sales Profitability
13. Shift to Results-Driven Marketing
`
Increase Awareness
Increase Leads
Increase Sales
Increase Profits
Client Stories
The Dream
List
Sales &
Employee
Training
2018 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition Target Audience
Vision &
Mission
Success
Metrics
MarketingFoundation
14. How Strong is Your Foundation?
What you
confidently have in
place: written, current, solid.
15. Two Most Critical Foundation Elements
Value Proposition – only a check mark if meets the
following test: the 4 Cs:
- Clear, Concise, Consistent & Compelling
Target Audience – ONLY if you have a
documented ideal target profile and you use it for:
evaluating prospects
all content is written speaking to this audience
executing your social marketing plan
evaluating networking groups and events
16. How Strong is it?
`
Client Stories
The Dream
List
Sales &
Employee
Training
2018 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value
Proposition
Target Audience
Vision &
Mission
Success
Metrics
MarketingFoundation
Across all of row 1? All of row 2?
All of row 1 AND 2?
17. Will this foundation hold up?
`
2018 For Marketing Matters ®
Offerings / Products Brand Logo
Success
Metrics
MarketingFoundation
18. Action: Your Plan Starts at the Foundation
Focus on the foundation – FILL THE GAPS
19. Marketing Foundation vs. Tactics
Client Stories
The Dream
List
Sales &
Employee
Training
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition Target Audience
Vision &
Mission
Success
Metrics
MarketingFoundation
Sponsorships/
Co-marketing
Events &
Trade Shows
SEO &
PPC
Social
Marketing
Promo
Items
Public
Relations
Client
Surveys
Networking
Direct
Marketing email
& mail
Video/
Webinars
Business Cards
Letterhead, Invoices…
Advertising
Signage/
Packaging/POS
Brochures,
Handouts
Presentations
Web Site
MarketingTactics
Blogs
…
20. Ideal Target Audience – if a gap for you…
Document what makes your ideal client
ideal
- Title, company size, location
- Challenges they face
- Characteristics, attitude, mindset…
- Name your ideal target audience so you
can picture him/her – mine is MARK
Use it, revise it, fine tune it
Convert it into questions to evaluate prospects
21. Building a Strong Foundation
`
Client Stories
The Dream
List
Sales &
Employee
Training
2018 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition Target Audience
Vision &
Mission
Success
Metrics
MarketingFoundation
Workshop – what questions do you have
about the gaps in your foundation?
How do you fill the gaps?
22. Where are your gaps in the foundation?
• Value proposition is critical
• Vision - where are you going?
• Mission – what makes you tick?
• Success metrics? Gut feel or #s driven?
• Offerings – what can people buy?
• Brand – pet peeve – does it mean anything?
• Dream List – do you know what this is?
• Client Stories – best to do once offerings, brand, value
proposition and target audience are really solid.
23. What is an ‘effective’ marketing plan
Who will own the marketing function?
Establish a marketing budget
Prioritize – foundation first
Results-focused; define your marketing goal(s)
Measurable – you need to know what is working
Phased – annual, quarter and by month
Accountability – who owns? By when?
24. Review Workshop Objectives
`
• Expand understanding of ‘marketing’
• Stop dabbling & get on track
• Build from the bottom up
• Identify gaps to prioritize your plan
25. Go forth and prosper…
Prioritize
Commit to a plan that builds a strong
foundation – brick by brick
26. Thank you
Ongoing insight, ideas and marketing
evangelism across various channels:
Facebook – For Marketing Matters
Twitter – MEHonan
LinkedIn – Mary Honan
Blogs posted regularly with tips, insight and
reflections