Writing a marketing plan

by Leon Gettler | |   Growing Your Business
Writing a marketing plan

How do you create a marketing plan that's clear, concise and convincing?

Good marketing plans need to be clear, concise and convincing. More to the point, anyone creating the plan has to be able to sell it and get support for their recommendations. Good plans are also built around rigorous analysis. Who are my current customers? Who else will buy my product or service? Why will they buy it? How many will they buy? Where do they live? What is the size of the market? Is it growing? Are there segments of users who are not happy with the competition? And do any of these segments present an opportunity? It is impossible to create a good plan without understanding customers, the competition and the market. These insights are critical and you can only create a powerful plan if you know the business inside and out.

The people at Business IT say it is impossible to create a good plan without understanding customers, the competition and the market. These insights are critical and you can only create a powerful plan if you have a solid business plan. Marketing plans are built around three foundation stones: goals and objectives, strategic initiatives, and tactics. Every marketing plan needs these three sections - even short plans of just a page or so. If it’s any longer, people won’t read it and any document that is too large is hard to change, which is something that could be disastrous in a fluid market.

David Lavinsky at Forbes says every marketing plan should identify the customer being targeted, defining their demographic profile (e.g., age, gender), psychographic profile (e.g., their interests) and their precise wants and needs as they relate to the products and services on offer.  It should also have the unique selling proposition, the pricing and positioning strategy, and the distribution plan.

Jane Toohey from Marketing Angels says every marketing plan needs to be based on business objectives and extensive research. It also needs to profile the target market and identify the ideal customer.

There also needs to be a CRM plan. Toohey writes: “A plan for regular communication keeps you top of mind and is crucial for building loyalty, word-of-mouth and frequency of purchase."

•    How will you communicate with your customers and get to know them even better?
•    How will you entice them to keep coming back?
•    How do you give them a sense of investment in what your business is doing?”

And of course, there has to be a website and online plan.

Entrepreneur.com says it’s important to get everyone involved in creating the plan.

“Who should see your plan? All the players in the company. Firms typically keep their marketing plans very, very private for one of two very different reasons: either they're too skimpy and management would be embarrassed to have them see the light of day, or they're solid and packed with information . . . which would make them extremely valuable to the competition.

“You can't do a marketing plan without getting many people involved. No matter what your size, get feedback from all parts of your company: finance, manufacturing, personnel, supply and so on - in addition to marketing itself. This is especially important because it will take all aspects of your company to make your marketing plan work. Your key people can provide realistic input on what's achievable and how your goals can be reached, and they can share any insights they have on any potential, as-yet-unrealised marketing opportunities, adding another dimension to your plan.”

How do you do your marketing plan?




Write new comment

preload 0preload 1preload 2preload 3preload 4preload 5preload 6preload 7preload 8preload 9preload 10preload 11preload 12preload 13preload 14preload 15preload 16preload 17preload 18preload 19preload image 1preload image 2preload image 3preload image 4preload image 5preload image 6preload image 7preload image 8preload image 9preload image 10preload image 11preload image 12preload image 13preload image 14preload image 15preload image 16preload image 17preload image 18preload image 19preload image 20preload image 21preload image 22preload image 23preload image 24preload image 25preload image 26preload image 27preload image 28preload image 29preload image 30preload image 31preload image 32preload image 33preload image 34preload image 35preload image 36preload image 37preload image 38preload image 39preload image 40preload image 41preload image 42preload image 43preload image 44preload image 45preload image 46preload image 47preload image 48preload image 49preload image 50preload image 51preload image 52preload image 53preload image 54preload image 55preload image 56preload image 57preload image 58preload image 59preload image 60preload image 61preload image 62preload Themeimage 0preload Themeimage 1preload Themeimage 2preload Themeimage 3preload Themeimage 4preload Themeimage 5preload Themeimage 6preload Themeimage 7preload Themeimage 8preload Themeimage 9preload Themeimage 10preload Themeimage 11preload Themeimage 12preload Themeimage 13preload Themeimage 14preload Themeimage 15preload Themeimage 16preload Themeimage 17preload Themeimage 18preload Themeimage 19preload Themeimage 20preload Themeimage 21preload Themeimage 22preload Themeimage 23preload Themeimage 24preload Themeimage 25preload Themeimage 26preload Themeimage 27preload Themeimage 28preload Themeimage 29preload Themeimage 30
Not rated yet.
Please confirm
PreviousNextHide preview images
Close webpage preview
Loading preview ...
Upload photoUpload pdf
Loading preview ...
Preview of your uploaded imageCancel image upload
*: required field
Preview Comment
Close comment preview
Cancel reply
Your comment will be a reply on the following comment:
Data protection and disclaimer
Data protection report - 19.5.2019, 07:08:22
Https is not enabled
Database is on the same server
Cookies can be refused or acceptedAcceptRefuseCookies are acceptedCookies are not accepted
Search engines are allowed to index comments
Data protection is low (25%)
Software declaration
This software has no known backdoors or vulnerabilities that allows third parties access to your data. More about data protection with this commenting- and rating-system: www.toctoc.ch

No comments