Action Oriented Marketing Planning Bruce Rasmussen Carpe Diem Consulting

What is marketing? Planning Why do we exist? Templates Marketing in different directions Failure Action

The Marketing Concept

The key roles for the Partner marketer Marketing plan – market selection, positioning, objectives and strategy Promotional plan – generating demand Statement of brand attributes – what is this organisation all about? Sales support – maximising the effectiveness of the most expensive promotional resource Understanding the market – to feed all of the above

Objectives Environmental sensing Internal review What are we all about? Which target markets, and why? Plan to generate demand within each target market via campaigns Actions

Objectives Environmental sensing Internal review What are we all about? Which target markets, and why? Plan to generate demand within each target market via campaigns Actions

Philosophy for the marketing plan End in measurable actions All about figuring out which prospects have relevant pains Then letting them know we can fix them Then fixing them properly

What is brand? A successful brand is an identifiable product, augmented in such a way that the buyer perceives relevant, unique, sustainable added values that match their needs most closely. Brand is "promise".

What lies under the surface…

What do we do when we market? TARGET MARKET MARKETING MIX Offering Price Promote Distribute (Place)

A marketing plan is NOT a promotional plan Marketing plan –Which target markets, why and how Promotional plan –Getting the message out –Within each target market

JulAugSepOctNovDecJanFebMarAprMayJun Campaign #1 Ongoing awareness Campaign #2 Campaign #3 Campaign #4 Campaign #5 Campaign #6 Campaign #7 Campaign #8 Campaign #9 Campaign #10

Measurement – leads funnel Target number of contacts for marketing activity Estimated response rate (3-10%) % converted to leads (approx 20%) Sales Wins (NB: % based on historical closure rate) 3 Prospects

What’s the best way to get the message out?

#1 source of trusted advice

…giving people a reason to talk about your stuff and making it easier for the conversation to take place… 1.provide good stuff 2.get people wanting to talk about your stuff 3.foster people talking about your stuff

Marketing 1.0 Marketing 2.0 …from audience to participants, from customers to members of communities… Audience

Social network marketing

Broadcasting - getting prospects to call you Best –Seminars (small scale) –Speeches at client industry meetings –Articles in client-oriented (trade) press –Proprietary research Middle –Community/civic activities –Networking with potential referral sources –Newsletters “Clutching at straws” –Publicity –Brochures –Seminars (ballroom scale) –Direct mail –Cold calls –Sponsorships –Advertising Managing the Professional Services Firm David H. Maister Free Press Paperbacks

8 reasons why marketing plans fail 1.Pleasing the wrong people 2.Overreaching 3.Overbearing 4.Out of sight, out of mind 5.Nebulous 6.No ownership 7.Budget oriented 8.Immeasurable

Readiness offer 40days of readiness training ($12k) –Public schedule –Customised readiness –Competency certification –Customer focused workshops 1 day sales/marketing/business value consulting –Sign up during APC