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Marketing planning at tactics

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How to create a strategic marketing plan

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Marketing planning at tactics

  1. 1. 2nd Workshop Marketing Planning and Tactics Presenter Danielle MacInnis www.macinnismarketing.com.au 1
  2. 2. Where have we been Hint: Have you got a burning marketing question to ask? Now is your chance!
  3. 3. Who: Target customer/niche/ideal prospect What: Value proposition/service portfolio How: Values/ process/ business model/brand identity/tactics Why: Vision/ Goal/strategy/metrics When: Plan/ right message, right time
  4. 4. Agenda: • Branding Positioning • Style Guide/ Visual Library • Branding Experience • Sales and Marketing Tools • Lead Generation • Customer Feedback • Marketing Dashboard • Marketing Planner Your expectations around today
  5. 5. Brand Strategy
  6. 6. About Us I don’t know who you are I don’t know your company I don’t know your company’s product I don’t know what your company stands for. I don’t know your company’s customers I don’t know your company’s record I don’t know your company’s reputation Now what was it you wanted to sell to me? Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you. Brand Strategy
  7. 7. Why do you need a brand? Why brand? • Price premium • Customer preference • Shorter sales cycles • Customer referral • Recruit the best team • People have too many choices • Most have similar features or qualities • We tend to buy on trust Trust = Reliability, and Delight Brand Strategy
  8. 8. Competition Positioning Product Name: You Company: Tag Line Positioning: Price: Product: Process Strengths Weakness Marketing Compare your positioning with your key competitors
  9. 9. What elements make up a brand? • Brand Strategy - positioning, value to your target market Building a strong identity - Differentiate • Brand Culture - How you do what you do - customer experience your values Building a strong culture - Collaborate • Brand Implementation - your look and feel Communicating the brand - Innovate Digital Strategy Brand Strategy Strategic Service Design Marketing Strategy
  10. 10. Why do you need a brand Let’s dispel some myths.... • First; A brand is not a logo. • Second; A brand is not an identity. • Finally; A brand is not a product. Tip: It is not what you say it is, it is what your customer says it is. Brand Strategy
  11. 11. Branding Brand Strategy Digital Strategy
  12. 12. Branding - Consistency and Reliability Brand Strategy
  13. 13. Platinum Health Care Brand Strategy
  14. 14. Axient Brand Strategy
  15. 15. Stockdale Printstaff / Personnel Brand Strategy
  16. 16. Todays Homes Brand Strategy
  17. 17. Branding - Audit Brand Strategy
  18. 18. Brand Voice Voice and Style - Describe your brand voice. - Review sample headlines. - Review sample copy. - R eview usage—how do you use your company or brand name in the following: possessive, plural, product, service, in combination with other items, etc. - How do you write your company name? All caps, title case, shorthand, something else? - Gregarious - Fun-loving - Empathetic - Gracious - Generous - Easy-going - Professional - Intense - Eccentric - Bubbly Brand Strategy
  19. 19. Brand Voice Brand Strategy
  20. 20. Branding Communications Where do you put it? Van Business card Website Email footer Aframe Ads T-shirts Magnets • Stationery Business cards Attire (uniform) • Forms Twitter background Facebook page • Web site Invoices Email signature • Telephone manner Customer service Advertising • Delivery vehicles Salespeople Email format • Printed materials Signage Office facility Employee • Attitudes Vendors • Smells Sounds Tastes Digital Strategy
  21. 21. Logo There are three components to the logo: 1. Words – The words in your business name and the words in your tagline 2. Icon – The picture part of your logo. 3. Color – The primary and secondary color you choose for your logo. Digital Strategy
  22. 22. Branding - Experience How do you create a valuable customer experience? Strategic Service Design
  23. 23. Branding - Experience How do you create a valuable customer experience? Strategic Service Design
  24. 24. Branding - Experience Strategic Service Design Groups of 3 map an experience
  25. 25. 3% 75%of buy cycle is complete before sales is engaged Forrester 2011 of sales interactions are considered worthwhile by prospects Forrester 2011 50%of sales teams achieve quota DemandCon 2011 The World Changed…
  26. 26. Customers Journey 1. Know where your customers go and with whom they talk 2. Align to how customers buy 3. ‘Close’ faster by helping buyers validate decisions. 4. Deliver the experience customers want
  27. 27. Buyers‘ Social Framework Buyer Customers Journey
  28. 28. Buyers‘ Social Framework Buyer
  29. 29. Sales and Marketing System Digital Strategy
  30. 30. Sales and Marketing System
  31. 31. Customer Buying Process Digital Strategy Problem or need Defining key criteria Exploring options Considers Risks Purchase Post Purchase behaviour ? ? ? ? ? ?
  32. 32. Sales Process Digital Strategy Prospecting Opportunity Identified Determining need or problem Confirmingmatch Making Offer/ Negotitation Closed Sale Follow Up ? ? ? ? ? ?
  33. 33. Customer Buying Process Digital Strategy
  34. 34. Lead Generation Digital Strategy
  35. 35. Lead Generation Digital Strategy
  36. 36. Lead Generation Digital Strategy
  37. 37. Multi- Channel Approach Digital assets. What digital assets can you create?
  38. 38. Lead Generation Digital Strategy
  39. 39. Digital Strategy
  40. 40. Industry Association Blogs Social Community Industry Analyst Webinar White Paper Media Site LinkedIn Online Demo Somebody’s Uncle Where Do They Go? LinkedIn generates more leads for B2B companies than Facebook, Twitter, or blogs individually. Yet only 47 percent of B2B marketers say they use LinkedIn versus 90 percent on Facebook. Inside View
  41. 41. The Marketing Planner Month January February March Entanglements Sales Goal Week of (Mon. Start) 3 10 17 24 31 7 14 21 28 7 14 21 28 Key Dates & Events Valentines Day Sales Support Sales Promotions Valentines Day Offer Valentines Day Offer Valentines Day Offer Better Homes Offer Offer of 10% off stock Offer of 10% off stock Offer of 10% off stock Offer of 10% off stock Offer of 10% off stock Offer of 10% off stock Survey - Entry Survey - Prize Survey - Prize Survey - Prize Survey - Prize Survey - Prize Survey - Prize Builders pop up Builder pop up 20% discount offer Builder pop up 20% discount offer Builder pop up 20% discount offer Builder pop up 20% discount offer Builder pop up 20% discount offer Builder pop up 20% discount offer Builder pop up 20% discount offer Builder pop up 20% discount offer Customer 10% new customer offer New Customer offer 10% New Customer offer 10% New Customer offer 10% New Customer offer 10% New Customer offer 10% New Customer offer 10% New Customer offer 10% Materials Public Relations Special Events & Sponsorships Better Homes Event MIFS Event Press Releases Better Homes Event MIFS Event Interactive Networking events Online Directory Listings & Classified Social Media - Twitter Facebook, etc. Facebook Offer Facebook Offer Facebook Offer Blog/RSS Email Email Offer Email Offer Website Messaging Update banner Update banner Mobile Advertising Networking SMS SMS SMS SMS Print Mail Drop Mail Drop Outdoor Research Customer Surveys Survey Online re Google Digital Strategy
  42. 42. Your business model Marketing Strategy
  43. 43. The Marketing Metrics LinkedIn generates more leads for B2B companies than Facebook, Twitter, or blogs individually. Yet only 47 percent of B2B marketers say they use LinkedIn versus 90 percent on Facebook. Inside View
  44. 44. The Marketing Metrics
  45. 45. The Marketing Metrics
  46. 46. Sales and Marketing System 19 Bloomtools.com https://www.thewebconsole.com Digital Strategy
  47. 47. Online Marketing • SEO • Directories • Web and Blog • Content • Reviews • Social • Local • Deals Sixty percent of marketers plan to increase their spending on content marketing over the next 12 months. Content Marketing Institute Digital Strategy
  48. 48. The Marketing Technology Sixty-two percent of companies outsource their content marketing, up 7 percent from last year. Mashable
  49. 49. Website Content Management System 19 Wordpress – open source CMS Bloomtools – Integrated Property owned http://www.macinnismarketing.com.au http://www.bloomtools.com Weebly – cheap and cheerful CMS Digital Strategy Hubspot– Integrated marketing http://www.hubspot.com
  50. 50. Forms, survey - call to action buttons 14 http://www.wufoo.com Choose, Attract, Capture, Nurture, Sell, Retain http://www.jotform.com Digital Strategy http://www.vcita.com http://www.formstack.com
  51. 51. Productivity Tools 26 Digital Strategy
  52. 52. Email marketing 16 Myemma http://www.myemma.com MailChimp Digital Strategy Marketing Automation • Ontraport • Vision6 • Campaign Manager • Marketo • Act • InfusionSoft • Sitecore • Adobe • Pardot http://www.mailchimp.com
  53. 53. CRM 16 Base http://www.getbase.com Zoho Digital Strategy http://www.zoho.com Strideapp http://www.strideapp.com
  54. 54. Must have forecast • Pipeline • Salesforce • Stride App • Zoho • GetBase • Act
  55. 55. SEO Digital Strategy
  56. 56. Must have metrics • Google Analytics • Google Alerts • Email system to track opens, clicks • Social Media interaction – Nimble.com, hootsuite Feb-14 Contacts Views Leads Followers Referral Search Direct Campaign MacInnis Marketing 50 380 9 200 44% 36% 17% 1.60% Danielle MacInnis 250 825 3 3950 19 68 7.5 3.68 LinkedIn 600 380 6 10 Facebook 382 349 Twitter 341 332 Google + 35 38 u-Tube 29 Podcast 9 1270 62 20 Slideshare 25 3400 80 Pinterest 173 68
  57. 57. Next Steps… Work with Dan – Implementation of Strategy Visit the Portal for more information
  58. 58. Need Help...? www.macinnismarketing.com.au danielle@macinnismarketing.com.au • Marketing/ Sales Coaching and Consulting • Workshop Strategic Service Design • Implementation of marketing plan
  59. 59. You can change how customers feel about you It does require a customer mindset, we call this customer centricity
  60. 60. Worksheets
  61. 61. Worksheets Your Score Possible GOALS: 0 2 Are the business, sales, and marketing goals defined clearly? Yes/No Can each goal be measured and tracked? Yes/No Comments: [Insert comment(s).] Your Score Possible ORGANIZATION: 0 2 Are the marketing roles well defined? Yes/No Has a determination been made to whether the role will be handled internally or externally? Yes/No Comments: [Insert comment(s).] Your Score Possible RESEARCH: 0 5 Has an internal survey been done to capture internal perspective (either via web survey, Go-To-Market Strategies’ marketing planning questionnaire, or other means)? Yes/No Has a customer survey been conducted to capture CURRENT customer perspective on your brand and market? Yes/No Has a thorough competitive study been conducted? Yes/No Did competitive study include secret shopping? Yes/No Are industry trends and market size established by credible sources (i.e. trades, research firms, analysts, experts, etc.)? Yes/No Comments: [Insert comment(s).] Your Score Possible BRAND: 0 6 Does your 25, 50, and 100 word descriptions clearly define WHO you are, WHAT you do, WHO you do it for, & WHY you? Yes/No Has it been tested by a small sampling of customers? Yes/No Are your statements void of industry jargon, words not significant to a buy decision, and marketing fluff? Yes/No Is your brand promise: a) accurate (do you truly deliver this promise in EVERY interaction and business decision you make?); b) relevant (have your customers confirmed this is THE reason they buy from you); c) tangibly and consistently delivered (can you identify at least 5 TANGIBLE things you do to deliver this promise consistently?) Yes/No Is your brand promise unique to you (no other competitor can make the same claim?) Yes/No Have you defined your brand personality with no more than FIVE traits? And, do these five traits together define your uniqueness in the market? Yes/No Comments: [Insert comment(s).] Your Score Possible PRODUCTS/SERVICES: 0 5 Are your products and/or services well categorized? Yes/No Do you have a positioning statement for each product that defines WHAT it is, WHAT it does, for WHOM, and WHY a customer buys it over alternatives Yes/No Are your listed features truly features and are the benefits listed truly benefits? (A feature is what the product does or service includes. The benefit is the direct result the customer gets from using that feature. For example, a product feature may be that it is “lightweight” the associated benefit would be that it is “easily portable”) Yes/No Are the features listed the DIFFERENTIATING features of your product/service? Yes/No Are the benefits included the MAIN benefits your customer looks for when buying this type of product/service? Yes/No Comments: [Insert comment(s).] Your Score Possible TARGET MARKET: 0 4 Do you have target markets defined such that a) you could purchase a list and/or b) know exactly where to find them? Yes/No Have you identified characteristics of your target market that are unique to your customer base? Yes/No § Do your target markets represent at least one existing customer? If not and you are targeting a completely new market, does the target market that is new to you have a near-neighbor connection with target markets you already have a background with? NOTE: Score yes, if second question is “yes.” Yes/No § Have you defined target markets that are a) big enough to meet your revenue goals and b) small enough you can afford to reach them regularly through sales and marketing efforts? Yes/No Comments: [Insert comment(s).] Your Score Possible COMPETITION: 0 4 Does your plan have a good understanding of your competitive landscape (i.e. what is happening with competitors, how that impacts the industry, overall strengths, weaknesses, opportunities, and threats.)? Yes/No Yes/No
  62. 62. Worksheets
  63. 63. Customer Buying Process Digital Strategy Problem or need Defining key criteria Exploring options Considers Risks Purchase Post Purchase behaviour ? ? ? ? ? ?
  64. 64. Sales Process Digital Strategy Prospecting Opportunity Identified Determining need or problem Confirming match Making Offer/ Negotiation Closed Sale Follow Up ? ? ? ? ? ?

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