4 Marketing Plan Format Executive Summary (1 page) VisionOpportunity for the organization to growGoals of the organizationClient/Constituent Profile (1-2 pages)Demographics of the client(s) required to grow businessClient/Constituent NeedsCustomer Lifetime ValueMarket Opportunity & Challenges (1-2 pages)Industry Profile/Overview of the marketplaceDemand Analysis/Needs AssessmentMarket Share
5 Format Competitive Assessment (1-2 pages) Direct competitorsSubstitutesMarketing Channels & Mix (may include any or all of the following) (1-2 pages)Direct Mail and Print CampaignsSocial MediaAdvertising and/or PRWeb Strategy & Online Marketing EffortsBusiness Partnerships & Marketing AlliancesTradeshows/ExhibitingNetworkingSpeaking Engagements
6 Format Sales Planning Process and Analysis (1 page) Breakeven Analysis: Number of Clients NeededSales closing rateRepeat SalesReferrals PatternsSales CycleMarketing Budget using the 10% of total organization budget (1 page)Timetable for Implementation and Milestones (1 page)Appendix/Supporting Documents (unlimited)
7 Your PresentationFocus on the audience: potential investors, funders or other stakeholdersWell organized, professional and logical presentationPresents a compelling argument describing your ability to be successfulDemonstration of excellent team work
8 What to Address in the Presentation What products and/or services do you offer?What markets do you target, both primary and secondary?What customers does your business appeal to?Which product/service features are important to your customers?
9 Presentation Keys to Success Describe the value proposition for your customer.Describe the decision-making process for the customer.Who is your competition and what is your competitive advantage?What is your revenue or sustainability model?What is your projected growth for the next six months, one-year, three yearsWhat expertise do you and your team bring to the organization?
10 “Better solutions for waste management” SAMPLE # 1 BigBelly in Mexico“Better solutions for waste management”Marketing StrategyVictoria Landa
23 Sales Repeat Sales = 2 years then 10 or more Referrals = CITY, SECTORS, LEADERS, BRANCHES
24 Sales Cycle Sales Leeds , classification, contact (1w) Call, pitch (3w)Think, come and go, waste analysis (1-2m)Waste analysis and quote (1-2m)CLOSING DEAL
25 MXN$65,000 YR BUDGET Budget 1 month for web MXN $1,680 QR codes -MXN$5,500 (month)1 month for webMXN $1,680 QR codesPIVOT STRATEGY
26 Timetable Blog = awareness Webpage = simple Newsletter = 17 units Videos = how it works in SpanishQR code = 2nd monthNetworking
27 MARKETING PLAN SAMPLE #2 Browser Viajes is a travel agency based in Cordoba, Argentina.It is focused on outbound tourism, providing services to local passengers who travel abroad.Plan : start implementing the inbound department at the beginning of 2013 providing travel services to South American passengers travelling to Argentina.
28 OPPORTUNITY OF THE BUSINESS TO GROW We must take advantage of the marketing Argentina is having as a destination worldwide: *Buenos Aires, the capital of Argentina was number 13 in the list of 25 top destinations in the world according to Tripadvisor . *Several international tourism magazines are promoting the country.GOALS OF THE BUSINESS1- Increase profits by 10% by the end of 2013 by implementing the department of inbound tourism.2- Increase profits by 15% by the end of 2013 by increasing sales in the outbound department.
29 DEMOGRAPHICS OF THE CLIENTS Geographic segmentation:First we will target Brazil and we will see how our new business works in that market. On the following months we will move to these other adjacent countries: Uruguay and Chile.Demographic segmentation:Young professionals above their 30's, professionals adults above their 40's and retired people. All of them with a high income.Behavioral SegmentationPremium passengers who are insensitive to prices. Passengers willing to pay a little bit more in order to receive a premium product and personalized attention
30 Average daily expenditure International tourist arriving to the International Airports of Buenos Aires and Cordoba and the Port of Buenos Aires. Third Quarter 2012Country of ResidenceNumber of TouristsAverage stayAverage daily expenditure( U$D)Third quarter 2012ShareBUENOS AIRES AIRPORTS100%13,490,2Brasil38,7%6,3174,7Chile60.72510%130,8Uruguay11.5281,9%4,997,7USA and Canada54.5729%20,585,6Rest of America12049719,8%18,769,1Europe9394515,5%25,850,1Rest of the world310765,1%13,3113,6CORDOBA AIRPORT1264614,674,1237218,8%977,1406332,1%10,598,6467136,9%16,666,1154012,2%27,862,7BUENOS AIRES PORT774294,1847270293,9%3,984,847276,1%7,577,8
31 Competitive Assessment Browser Viajes has two main competitors :Other travel agencies : 41 Inbound tourism travel agencies and 443 outbound tourism registered . Each of them target different type of customers. Some of them focus on premium trips while others offer standardized products.Internet:Airlines WebPages: Ex:Hotel WebPages: Ex:Expedia, booking.com, despegar.com.To differentiate from our competitors we will focus our marketing activities on the following strong characteristics of the agency:- As an outbound tourism services provider : the ultra personalized service and special attention we give to details creating a premium product.- As an inbound tourism services provider we will promote not only our ultra personalized service but also the opportunity that passengers from abroad have of having their trip organized by local travel agents who are based in the place where the service will be provided.
32 Marketing Channels & Mix Direct MailSocial MediaFacebookBloggingInstagramAdvertising and/or PR: Destinations events: cocktails to present the products we sell associated with local agents in each targeted marketWeb Strategy :Development of a new website adding to it the inbound department and the Portuguese version.Tradeshows/Exhibiting: fairs/tourism conferences: first event to attend to promote our products and to obtain partners in Brazil : World Travel Market Latin America to be hold on Sao Paulo, Brazil , April of next year.
33 BREAKEVEN ANALYISIS Key Assumptions Contribution per unit Contribution per unitAverage cost of each package soldU$d 4000Revenue per package sold ( 10% commission)400Variable costsFixed costs113,000Break-even volume ( number of passengers needed to Breakeven)283
36 Presentation Questions??? Class Input/Feedback is ImportantSchedule: Presentations July 215 minutes each is REALLY, REALLY tightVolunteers for 3 – 4 teams to present on Monday, July 1???Benefit: Receive 24 add’l hours for written planWritten plans for Mon, July 1 presenters will be due on Wed, July 3 at 9 amOthers – due by beginning of class July 2 - Latte
37 Canadian Breast Cancer Foundation Run for the Cure$28.5 million raised53% of fundsTotal funds =$10.2 million
38 CBCF Lifetime ValueAudit to determine the value to companies relative to licensing fee of $25,000Raised to $50,000
39 Cause Related Marketing Are consumers skeptical of CRM?WHY?How can CBCF mitigate this skepticism?What’s the implications of pink washing related to their decision?What about the companies’ risk?
40 Vita-King Market and Mission Pro’s Con’s Men/women aged 18 – 55 Interest in healthy livingDaily Dose – multivitamin – logo & contribution amount markedPro’sCon’s
41 Grape Vine Market and Mission Personal connection to breast cancer $300,000 direct donation – bear logo but contributions not tied to individual salesProud Sponsor of CBCFPro’sCon’s
42 FluidChem Market and Mission Pink windshield wiper fluid Pro’s Con’s 10 cent contribution per unit soldPro’sCon’s
43 Let’s Compare the 3 proposals What’s most lucrative for CBCF?Which company aligns best with CBCF’s values?Which company would you recommend?Vita-KingGrape VineFluidChem
44 What they decided Vita-King rejected FluidChem rejected Didn’t want to endorse a medically related productFluidChem rejectedDidn’t fit with portfolio plus windshield washer fluid has a poison sign on it – red flagGrape Vine acceptedFit portfolio; seasonal promotions appealingGV partnered with a hotel with $1 from each bottle donated - $17,000 contribution
45 Future What challenges do they have going forward? How can they strengthen relationships with their sponsors?
46 Cause-Related Marketing What are the Benefits?Builds corporate brandsImproves corporate reputations & competitivenessGenerates revenue – bothIs this a fair share?Heightened awareness for a cause
47 Would Any of these work for YOU? Message promotionLicensingIssue or target focusedBusiness activity
56 eNonProfit Benchmark Report Since 2011, online monthly giving has grown 43%21% annual increase in online revenue overallSome efforts are down:14% drop in clickthrough rates for advocacy messages27% decline for fundraising messagesSocial media audience growth outpaced listsFacebook Fans grew 46%Twitter followers increased 264%Facebook is the primary social network for connecting with supporters
60 Advocacy (Action Focused) Click-Thru Rates A high profile fight drives media coverage and makes readers pay more attention and then click throughAn that asks recipients to sign an online petition, send an to a decision-maker, or take a similar easy-to-perform action. For the purposes of this study, advocacy does not include higher bar actions like making a phone call or attending an event. Advocacy rates were calculated from advocacy s with a simple action sent to either the full file or a random sample of the full file.
75 Next Class Assignment: June 27 Book: Lucky By Design: Chapters 22 – 29Case: NetflixArticlesMarketing When Customer Equity MattersWorksheets Due:Worksheet 14.1: Customer Lifetime ValueAssignment Due:Interview with a Marketing Director Write-upGuest Speaker: Stuart Paap, Wells FargoFormer Comedian who does a LOT of speaking gigs