Your 2009 Marketing Planning

Have a Happy New Year: Creating Your 2009 Marketing Plan Stacy Armijo & Eric Whittington Pierpont Communications, Inc.

A little about us… Stacy Armijo Eric Whittington

Most Common Marketing Planning Mistakes…

Disconnect from business strategy ,[object Object],[object Object],[object Object]

Too ambitious ,[object Object],[object Object],[object Object],[object Object]

Plan by committee ,[object Object],[object Object],[object Object]

Excluding current customers ,[object Object],[object Object],[object Object],[object Object]

Skipping straight to tactics ,[object Object],[object Object],[object Object]

Lack of Discipline ,[object Object],[object Object],[object Object]

Lack of metrics ,[object Object],[object Object],[object Object]

Switching gears too quickly ,[object Object],[object Object]

The Marketing Planning Process ,[object Object],[object Object],[object Object],[object Object],[object Object],6. Key message development 7. Marketing strategies 8. Tactics 9. Budget 10. Implementation

Research ,[object Object],[object Object],[object Object],[object Object]

Vision / Mission / Values ,[object Object],[object Object]

SWOT analysis An evaluation of your organization’s strengths, opportunities, weaknesses and threats. Weaknesses: Something the organization needs and does not possess. Example: Little to no name recognition for our company among prospective customers. Strengths: Something the organization needs and currently possesses. Example: Experienced management team that is well-known and respected in the renewable energy industry. INTERNAL FACTORS Threats: If it is not eliminated or mitigated, the organization will be affected negatively. Example: Texas lawmakers are considering legislation that would require a change in the design of our product. Opportunities: If no action is taken or the action is ineffective, the organization will not benefit. Example: There is substantial demand in our market for cost-effective, energy efficient appliances. EXTERNAL FACTORS

Competitive Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]

Business objectives and goals What are your business objectives and goals? SMART goals: Specific, measurable, attainable, realistic, timely ,[object Object],[object Object],[object Object],Sample Objectives (Qualitative expression) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sample Goals (Quantitative expression) What is it

Audience Identification Who is your customer? For B2B : What types of companies? How big? Where are they based? What industries? Which individuals within the companies? For B2C : What are the demographics? What about psycographics? What motivates and engages them? Who else must you influence? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Stratify audiences: Primary, secondary, etc.

Key Message Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Budget ,[object Object],[object Object],[object Object],[object Object]

Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Process Review ,[object Object],[object Object],[object Object],[object Object],[object Object],6. Key message development 7. Marketing strategies 8. Budget 9. Implementation

Tips for Success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Questions? Call us… Stacy Armijo 512-448-4950 [email_address] Eric Whittington 210-372-9200 [email_address]

Your 2009 Marketing Planning

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Your 2009 Marketing Planning