Marketing Plan in a Day - Shelton Associates



-1143000-914400Marketing Plan in a DayThe Seminar 2017Workbooksheltonassociates.co.ukEXERCISE 1-THE MARKETING MIXThink about the Products/services that you sell? Your Pricing levelsHow and where you Promote your businessHow they are distributed (Place)Are they consistent?Is there confusion in the mind of the customer which could create a barrier to purchase?Take 5 Minutes to consider and draft out your own Marketing Mix (4Ps)ProductPricePromotionPlaceEXERCISE 2-THE MARKETING AUDITReview your current methods of marketingWhat works?What doesn’t workCan you tell?Do you have a marketing Budget? If yes, how much?EXERCISE 3-MARKET RESEARCHConsider the opportunities for Market Research and how you would do it eg:-Customer Survey-Mystery Shopping-Review the market opportunity for a new product or in a new areaEXERCISE 4-SWOTDraft out a Quick SWOT Analysis for your business-to be undertaken more formally with your colleagues later onRank on an A-D ScaleA=Major Strength, Major Weakness, Major Opportunity, Major Threat.EXERCISE 5-OBJECTIVESWrite down the key objectives for your business over the next 2-3 yearsRemember SMARTYear 1Year 2Year 3Sales% IncreaseGross ProfitGP%Net ProfitNP%Number of CustomersNumber Of EnquiriesConversion RateMarketing ObjectivesEXERCISE 6-MARKET SEGMENTATIONThink about how you can/might segment your own customer base?Define the main target customer groups for your businessDescribe these segmentsMarket SegmentDescriptionExisting Customers(Dealt with in the past 12 months)Past Customers(Not dealt with in the past 12 months)Lost Bids(Quoted but not Converted)Enquired(Enquired but not Quoted)Prospect Group 1Prospect Group 2Prospect Group 3Prospect Group 4EXERCISE 7-MARKETING STRATEGYWhat overall marketing growth strategy will you use to achieve your objectives?-501732291201Product DevelopmentMarket PenetrationNewExistingDiversificationMarket DevelopmentProductsNewExistingMarkets00Product DevelopmentMarket PenetrationNewExistingDiversificationMarket DevelopmentProductsNewExistingMarketsEXERCISE 8-USPTry and identify your own USP…..2708628160272Relative Market ShareRelative Market ShareEXERCISE 9-PRODUCT STRATEGYWhere are your Products/Services on the Product Portfolio Matrix154622551435High0High381392052199Low0Low757052284018Star0Star-129775187492HighHigh2927318282606ProblemChildProblemChild-691738358931Market GrowthMarket Growth756920400050CashCow0CashCow2929890400050Dog0Dog-129775116242LowLowWhat is your overall Product/Service strategy? How are your products/services positioned?Does this vary by Segment?EXERCISE 10-PRICING STRATEGYWhat is your future pricing strategy?Will this vary by Segment of the Market?EXERCISE 11-DISTRIBUTION STRATEGYConsider your own Distribution StrategyEXERCISE 12-FEATURES AND BENEFITSList 6 features and benefits of your products/servicesTo turn a feature into a benefit, use the phrase:……which means that………….FeatureWhich Means ThatBenefit1Which Means That2Which Means That3Which Means That????4Which Means That5Which Means That6Which Means ThatEXERCISE 13-WEBSITEHow can I make my website more effective?How can I monitor results better?How can I make use of Video?EXERCISE 14-SEOWhat is your current approach to SEO?Is it working?Have you agreed your Keyword Strategy?What are your SEO Rankings?What do you need to do differently?EXERCISE 15-PPCAre you using PPC?If yes, Is it working?Have you agreed your Keyword Strategy?Could you use PPC in the future?What do you need to do differently?EXERCISE 16-LEAD GENERATIONCould I make use of Google Alerts?Could I make use of Blogs, Answer Sites, Forums?Lead Forensics?Lead Generation Sites?EXERCISE 17-CONTACT MANAGEMENT SYSTEMSHow do you currently manage your lists of customers, enquirers, prospects etc?How could this be improved?Does it integrate with emailing etc?If no CMS, review optionsEXERCISE 18-EMAIL MARKETINGDo you use email marketing?How could You make it more effective?How could you use video in Emails?EXERCISE 19-DRIP MARKETINGDo you use Drip Marketing?Could you?How could You make it more effective?EXERCISE 20-SOCIAL MEDIA MARKETINGDo you use Social Media Marketing? Should you?Which formsHow could You make it more effective?EXERCISE 21-APPSCould you use Apps in your businessHow could you make these more effective?EXERCISE 22-AmazonCould you use Amazon?For which Products?EXERCISE 23-‘TRADITIONAL’ MARKETINGWhat other forms of marketing do you/could you use?How could you make these more effective?EXERCISE 24-PROMOTIONAL STRATEGYWhat is our overall future Promotional Strategy?What promotional tools will we use?Why?EXERCISE 25-ACTION PLANSStart drafting out your Marketing Action PlanActivityResponsibilityTimingCostNOTESNOTESNOTES ................
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