How to Develop an Effective Marketing Plan. Necessary Factors : 1.Benefits first 2.Measureable objectives 3.Six parts to marketing 4.Plan by market, not.

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Presentation transcript:

How to Develop an Effective Marketing Plan

Necessary Factors : 1.Benefits first 2.Measureable objectives 3.Six parts to marketing 4.Plan by market, not product or service 5.Unique strategies, or it is just a plan 6.Keep fact book separate from plan 7.Personality more important than good looks

EVERY OBJECTIVE SHOULD BE MEASURABLE

17 Positioning Statement 1.Who : Bloomingdale-NYC 2.What : Fashion focused department store 3.For whom : Trend conscious, upper middle class 4.What need: Looking for high end products 5.Against whom: Other department stores 6.Whats different : Unique merchandising in a theatrical setting 7.So: It makes shopping entertaining

Creative Strategy 1.Target: Teen sun worshippers 2.Buying decision: Teens, moms, manufacturers, health professionals, clubs, schools 3.Purpose: Use SPF Promise teens: Be more attractive to the opposite sex. Promise moms: Its safe to stay in the sun longer. Promise manufacturers: increased sales 5.Support: SPF 15+ blocks most harmful rays (ACS authority) 6.Personality: Healthy, effective, savvy, fun, contemporary 7.Timing: Pre and early tanning season (some continuous) 8.Objective: Encourage people to avoid sunburn

Sales Promotion 1.Direct mail 2.Brochures 3.Sales literature 4.Trade shows 5.Coupons 6.Samples 7.Premiums 8.POP 9.Sweepstakes/contests 10.Price deals 11.Bonus packs 12.Coop advertising 13.Trade allowance

Advantages of Sales Promotion 1.Can induce trial 2.Establish purchase pattern 3.Increase sales 4.Neutralize competitive promotions Disadvantages of Sales promotion 1.Cant build loyalty 2.Can not reverse a declining sales trend 3.Can not change non- acceptance of a brand

When to discount your price 1.Make it a surprise 2.Save discounts until your supplier does something special 3.Dont use promotional discounts to sell in, but to sell through 4.Position against the right type of customer

1.Inquiries 2.Qualified leads 3.Sales presentations 4.Cost qualified lead 5.Cost sales presentation 6.Value sales presentation Trade Shows

Customer Service Plan 1.Not a department, but an attitude 2.Copy Disney 3.All policies for the benefit of the customer 4.Encourage returns

1.SEO 2.PPC 3.Banner ads 4.Blogs, Facebook, etc. 5.Metasearch

Examples of different SEO plans 1.Transactional 2.Promotional 3.Content 4.Customer service

Procedure for SEO 1.Create your concept 2.Select your ISP 3. Select your software 4.Register your domain name 5.Develop your site 6.Upload 7.Register with search engines 8.Promote your site 9.Keep testing

Keywords & meta names words 2.Maximum engines/metatag-analyzer.htmlhttp:// engines/metatag-analyzer.html 5.Wordtrackers… com 6.Keyword suggestion tools.. t/KeywordToolExternal 7. 8.

Links, code and submission 1.Open directory… 2.Valid HTML code… 3.Submit every 3-4 weeks 4.Yahoo!: /submit /submit 5.Google: Submission services…

Research Plan 1.In-house activities 2.Benchmark Studies 3.Advertising research