Presentation on theme: "Strategic Plan Sample Strategic/Marketing plan August 2004"— Presentation transcript:
1Strategic Plan Sample Strategic/Marketing plan August 2004 Dan BeaulieuD.B.Management Group L.L.C.
2Strategic Plan Sample Strategic/marketing plan ObjectivesTo increase salesTo be more visible in the marketplaceTo grow our fast turn businessTo gain dominance in specialized niche ElectronicsTo get more out of our repsTo get more out of our sales force
3Strategic Plan Sample Before Getting Started A word about D.B.Management and how we operate: This is what we promise youWe teach you how to sell and market we don’t do it for you.We help you with all of your sales/ strategic and marketing needs. We train, we strategize, we help you to compete better and we show you how to win.We work with strategically and tactically not specifically. We don’t get involved in specifics like customers and pricing. By doing this we work with more than one client at a time in the way that a personal trainer/ coach doesThe very nature of our work is highly confidential. What happens in your shop stays in your shop.We equip you to compete successfully in the marketplace.Besides being strategists we are implementers. If our are plans are not realized through direct implementation and success measurement, you will not be successful and we will not be successful.When we take on a client we assume responsibility for their success.
4Strategic Plan Sample Strategic/marketing plan DeliverablesDevelop a marketing communications plan that will include:Updated sales literatureNew Niche electronics brochureUpdated focused web siteSpecialized marketing planIntro Package for repsSales PresentationManage, measure and motivate the sales teamACT AS IMPLEMENTOR. MAKE SURE ALL PLANS ARE IMPLEMENTED AND SUCCESSFUL.
5Strategic Plan Sample Strategic/marketing plan The ImageHigh techHigh qualityCustomer focusedConsistentReliableDependableFlexibleWe are willing to do whatever we must to meet our customers’ needs.
6Strategic Plan Sample Strategic/marketing plan THE MESSAGE:MUST BE CONSISTENTALWAYS TALK ABOUT PERFORMANCE/PERFORMANCEUSE ON-TIME STATSQUALITY STATSSATISFIED CUSTOMERS/ Let our satisfied customer speak for us.REFERRALSTESTIMONIALSSUCCESS STORIES
7Strategic Plan Sample Strategic/marketing plan The message: By getting the right message out we will make people doubt themselves when they use other shopsThey will second guess themselves and get to the point where they feel that they have not done the very best for their company by using Strategic Plan Sample. By reading our constant message they will have a great picture of what Strategic Plan Sample can do, and that we are the best value in the industryWe are reliableWe can show ads and scenarios where terrible things happen when boards are not there on time… or if they failThere is a definite need for a shop that can do everything we can doStrategic Plan will meet that need of getting the right message out to the right people.
8Strategic Plan Sample Strategic/marketing plan GETTING THE MESSAGE OUT:LITERATUREWEB SITEPOST CARDSDIRECT MAILINGSADVERTISINGPROMOTIONAL CARDSARTICLESTRADE SHOWS
9Strategic Plan Sample Strategic/marketing plan LITERATURE: Strategic Plan Sample/ /Niche electronicsUP TO DATE FOLDERS AND INSERTSTRI-FOLD CARRIES THE MESSAGE FOR THE INDIVIDAL NICHE INDUSTRY INDUSTRYPERSONAL BROCHURETELLS THE COMPANY’S STORY IN NARRATIVE. THIS IS THE BEST WAY TO PORTRAY THE COMPANY’S CULTURE
10Strategic Plan Sample Strategic/marketing plan PERSONAL COMPANY BROCHURETALK ABOUT WHAT WE DO BESTHOW WE GOT HEREOUR PHILOSOPHYCUSTOMER FRIENDLYREADABLE/INTERESTINGBOOK LIKE
11Strategic Plan Sample Strategic/marketing plan WEB SITE:CARRY OTHER LITERATURETHE PERSONAL BROCHURETHE STATISTICSTESTIMONIALSALL OTHER MATERIALS NEED TO LEAD TO THE WEB SITEWEB SITE MARKETING/DIRECTORY PLACEMENT“WEB SITE IS HOME AWAY FROM HOME”
12Strategic Plan Sample Strategic/marketing plan POSTCARDS/CARRY SPECIFIC MESSAGESVERY QUICK AND FASTOFFER IMMEDIATE PROMOTIONSLEAD TO WEB SITEFOLLOW UPDISCUSS FREQUENCYBUILD D-BASE
13Strategic Plan Sample Strategic/marketing plan DIRECT MAILING/POSTCARDSBe consistent in sending out regularlyCollect the right data basesNumbers gameNeed coordinated follow upConsistent message
14Strategic Plan Sample Strategic/marketing plan ADVERTISINGGET THE MESSAGE OUTWe are the best value in the industrySpecial ads forNiche businessSpecialized businessCompany messageExactly what we want to sell“DEVELOP 4 ADS AND ROTATE THEMADVERTISE IN PCBD&M AND US TECHCircuits Assembly and appropriate medical trades
15Strategic Plan Sample Strategic/marketing plan ADVERTISING/ direct mailing list are available for advertisers in PCBD&M at $800 per five thousand mailing labels.We should do four mailings using these labels
16Strategic Plan Sample Strategic/marketing plan Permission marketingGet customers and target customers permission to send them info about our company on a regular basis.Add to data baseSend them “valuable” information on steady basisThey get used to us and hearing from usAre exposed to benefits of dealing with usBecome customersBecome loyalists
17Strategic Plan Sample Strategic/marketing plan Customer SurveysWe need to know what our customers are thinking. What they are saying about us and what their needs are. Our focus has to be on the customers:Online surveysPhone surveysDevelop a users group?Action: Decide and implement: Date
18Strategic Plan Sample Strategic/marketing plan Trade ShowsSelection: which shows should we attend?Show strategy/ reasons for attendingTactics: Getting the most out of the showSet and meet goalsMeasure successPlan for next timePost show follow upAction: develop a trade show plan/ Date_____
19Strategic Plan Sample Strategic/marketing plan Promotional items:Items have to be consistent with our messageThey need to be helpful and valuableSomething the receivers will keep and useSomething that will show our nameSomething that will be kept at work“Neat products”
20Strategic Plan Sample Strategic/marketing plan Articles and Seminars/ NicheTo position us as industry expertsMulti-uses: An article in a magazine can be:Basis for a paper at IPC expoReprinted as literatureMade into a pamphletA branding deviceA promotional give awayA basis for a seminarGiven at customers sales meetingsAction: developed a multi-year publication plan
21Strategic Plan Sample Strategic/marketing plan NicheMarketing plan:Getting the word outSeparate from Strategic Plan SampleGood businessGood lead producerGood marketing leadGood advertising pioneer
22Strategic Plan Sample Strategic/marketing plan Special NicheSpecial literatureTri-foldClear and to the pointHow to use our servicesUsed for direct mailingsImportant that we keep this business apart marketing wise from others. This is very different than medical electronics
23Strategic Plan Sample Strategic/marketing plan FIND THE RIGHT REPSTHE SALES FORCEINDEPENDENT SALES REPSTERRITORY EXPERTSRELATIONSHIP MANAGERSFOCUSED ON SELLING OUR PCBSFOCUSED ON SELLING OUR TECHNOLOGYSUCCEED BY MAKING US SUCCEEDPAID WHEN WE GET PAID
24Strategic Plan Sample Strategic/marketing plan INDEPENDENT SALES REPS:ATTRACTION to Our Company:GOOD STRONG COMPANYCLEAR AND DIRECT STRATEGYFINANCIALLY SOUNDMARKET FOR AND WITH THEMDEVELOP REPUTATIONGREAT TECHNICAL CAPABILITIESNO HOUSE ACCOUNTSSOME PRE-EXISTING RELATIONSHIPSWIDE SPAN OF SERVICES AND PRODUCTSGREAT IN-HOUSE SUPPORTNICHE ELECTRONIC MARKETQUICK TURN
25Strategic Plan Sample Strategic/marketing plan QUALIFYING A REP: evaluateBOARD EXPERTISEWELL RUN AGENCYSUCCESSFULRELATIONSHIP WITH TARGET ACCOUNTSHOW MANY PEOPLE IN FIRM?OTHER BOARD FABRICATORSWORK ETHICTIME DEDICATED TO COMPANYREFERENCESSPECIALITY
26Strategic Plan Sample Strategic/marketing plan TREAT THE REP AS A PARTNERINDEPENDENT SALES REPSFINDING AND KEEPING REPSNO HOUSE ACCOUNTSGOOD CONTRACTTREAT AS PARTNERSGOOD LONG TERM CONTRACTGOOD COMMUNICATIONSPAY ON TIMEMARKET IN THEIR REGION
27Strategic Plan Sample Strategic/marketing plan TRAIN THE REPSCommunicate our strategic planLet them know our sales tacticsProvide them with the right sales toolsAssist them in lead generationTrade shows in their regionRegular phone meetingsRegular live customer co calls
28Strategic Plan Sample Strategic/marketing plan Actions:Review and discuss this planAssert that we are on the right trackDocument commentsUpdate this planList actions with datesBegin actual implementation
29Strategic Plan Sample Strategic/marketing plan About this plan:This is a living plan. We work on it as we go so that we are always making progress.It is also an implementation tool. Giving us a step by step roadmap to implement these strategies, tactics and tools.We use Microsoft Project as tool to make sure that we continuously track our progress and achieve our goals on or ahead of schedule.