“Get a new plan, Stan…” A little marketing planning goes a long way

A quick and dirty guide to marketing planning…  What do you want?  What’s your motivation?  Where’s the money?  Where are your customers?  Why should people buy from you?  How much time have you got?  Pulling it all together

What do you want?  What are you trying to achieve?  Is this a lifestyle choice?  Do you want to build a business that can change the world?

What’s your motivation?  Do you want to create something that you can sell later?  Create a legacy for your family?  Do you just want to do your own thing?  Are you fulfilling a need in the marketplace?

Where’s the money? (work out your priorities – which helps you decide where to focus your marketing activity) Offering (example) Price Point Offering Revenue % of Revenue Coaching £75.00 per hour £30,00094% Ebook£25 per unit £ % Group coaching £25 per hour £ %

Where are your customers? (assuming you know who they are – if not that’s a whole other workshop ) Online  Do they read blogs?  If so which ones?  Are they on Facebook/Twitter or other social media?  What are their favourite websites? Offline  What networking events do they go to?  What magazines/newspapers do they read?  Do they go to exhibitions?  Do they listen to the Radio or Watch TV?

Why should people buy from you?  Clarity of message is vital  You may need different messages for different audiences  Which could mean separate marketing plans for each product area and/or target audience (Yep – this is about the ubiquitous USP)

How much time do you have? BE REALISTIC This will have a bearing on the kind of marketing you do…

Marketing Calendar Activity JanFebMarAprilMayJune Blogs2 x articles Social Media5 x per week Press releases 1 x story Press Ads Ad hoc special deals Trade shows Hospitality show Chamber show Web promos Valentine’s special offer Easter specialsSummer solstice competition Pay Per ClickJan saleEaster specialNew product launch Networking events BNI Chamber Event BNI FSB Event BNI Chamber Event BNI Biz Network Lunch BNI Chamber Event BNI FSB Event shot PromoNewsletterPromoNewsletterPromoNewsletter Print newsletter Print Newsletter

Content Calendar Example: Small Hotel JanFebMarAprMayJunJul Fixed stuffValen-tines day Mother’s day EasterBank HolsSchool Hols start Blogs and SM Winter in the lakes Customer story Valentine special 5 romantic walks in the lake district Mother’s day special Cumbrian treats for special mums Easter special Great places to roll easter eggs in the lakes Long weekend specials 5 great walks to see bluebells Summer solstice in Cumbria New summer menu Fun events for Kids 5 places to hire bikes in the lake district Early bird booking for xmas next year Valentine special Mother’s day special Easter special Long weekend specials Great reasons to eat Family days out in Cumbria Network-ing message Menu specials for non residents Valentine special Mother’s day special Easter special Long weekend specials New summer menu - PPC-Valentine special Mother’s day special Easter special Long weekend specials --

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