The hardest part of your marketing plan Mark

The hardest part of your marketing plan! Mark W Wilson Initiatives, consulting Adjust this knob Do not adjust this knob

What is a marketing plan? Sales Building a relationship with your customer u u Knowing your customer Getting your customer to know about you marketing plan Marketing Tools to make “sales” successful

Subdivide and link products to niches Product A a marketing plan 1 Product B Product C Product D Targeted market segment marketing plan 2 marketing plan 3 b g d e

Nomenclature Company maturity Hope (no company, yet) Start-up (no sales, yet) Emerging (some sales, no cycle yet) Established (product cycle) Lots of “dimensions” Document type (title) Idea Investigation Project plan Marketing plan Business plan (new biz) Strategic plan (existing biz) Portfolio mgt (projects) Innovation engine Idea’s (product) maturity Idea, chat, napkin (we’ve mentioned it) exists on paper (we’ve thought about it) prototype (we’ve tried it) single product family

Table of Contents u u u Market/Industry intelligence l Define “space”, sales, growth, competitors, share, trends. . . S. W. O. T l Strengths, Weaknesses, Opportunities, Threats 4 P’s (marketing mix) g l Product n i on i t i s l Price Po ple u ty o i l i e l Place (distribution) b P a t i u f o r l Promotion P - Brochure, collateral, image… Advertising, recognition… Sales leads, targeting… u