Marketing is like a game of chess. Move 1 piece and you have to think about the effect on all the other pieces.No matter your definition of marketing or what the theory says, its essentially the means by which you identify, engage and satisfy clients . . . whilst ensuring a healthy turnover for your business.
Many marketing plans fail because they are filled with boring statements of intent, wish lists and theory that has no “real world” logic. Your marketing plan is like a travel plan that takes you on a journey to reach a pre-determined destination. Treat it like an exciting journey and you can have a lot of fun with it.
AND . . . don’t leave it in a cupboard to gather dust! It needs to be a working document that is constantly referred to, flexible to change, and measurable.
Customers will only exchange what they value (money) if they feel their needs are being satisfied at a price they are willing to pay
Successful SMART marketing requires a number of factors working together
Whatever Assessment or Review we conduct with your business we always consider certain key areas that are critical to business health so that you can formulate a 90 Day Plan and keep your fingers on the pulse. No plan is cast in cement, and like humans need to change over time to respond to marketplace changes.
Your S.M.A.R.T Plan
Specific – have you got clear objectives with goals that articulate the destination, how you are going to get there and what you need for the journey?
Measurable – can you measure progress, identify when you’re going off track and put in place a back up plan to reach your destination or change to a new one?
Achievable – are your objectives achievable and attainable so that you don’t give up?
Realistic – is your plan realistic with the resources you have?
Time – are your goals time linked and have you allowed reasonable time for un-forseen contingencies?
Challenge your Strategy and Thinking
assess the feasibility of the idea as to market potential
review an existing concept or strategy to re-energise your marketing
crunch the numbers to ensure your business has covered all the bases financially
trends, market drivers, demand & barriers to entry
what market factors pose the best opportunity or threat for your business idea
PESTE factor variables which are outside your control but require a response plan
what customers need and want, and know what motivates them to purchase
key resistance factors for your product or service and formulate a sales response
customer buying behaviour characteristics to develop a targeted communication approach
competitor performance & market gaps where they are NOT meeting customer expectations
aspects of your product or service that CAN meet customer expectations
client engagement techniques that best engage with your target market
Internal Business Assessment
Peoples’ perceptions are also their reality, and becomes an important factor by which your clients will make the decision to engage with you, or purchase your services. A perception analysis will identify the gap between the different points of view, will give you a more realistic truth by which to align your business goals with marketplace communication. The Business Gap Assessment measures perceptions about your business performance, rather than ACTUAL performance, and can be used to determine:
perceptions between staff and management
what your clients think about your business
where your competitors stack up against you in the eyes of your clients
High level Strategy Formulation should include the following elements . . .
identify & manage the key events of the sales cycle
marketing communication – external and internal
product & service pricing
channels to market
choosing partners & alliances
Tactical planning linked to objectives
Marketing plans should be formulated first with a high level strategy to provide you with a roadmap and direction, and then with a tactical plan with objectives, goals and measurable tactics in order to:
gain staff buy in
identify skills & match job roles to company goals
keep the plan on track or change direction when necessary
match systems, process & resources to your marketing and sales goals
Performance & Effectiveness Measurement can be achieved through . . .