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Will You Add? - How to Create a Marketing Plan that Delivers Results
Would you like to have more energy and synergy in your job and career? If you are not enjoying work the way you used to and if you would like to contribute in a manner that produces more results with less effort, then Energizing Synergy is what you need to cultivate.Be honest with yourself for a moment and answer the following questions: Are you energized or drained at the end of a workday?Are you out of sync with the business direction the company is taking, and do you understand the business rat
MARKETING ACTIONS
This section drills down to specific initiatives that relate to your marketing strategies. For example, you will want to include details on marketing methods (i.e. web, print and broadcast advertising, public relations, promotions, telemarketing, direct sales, referral programs, partnership programs, etc.), timing, budgets, and other key information that relates to the implementation of each action step that supports each strategy.
OTHER INFORMATION
You may want to add an appendix or other categories to your plan for key information that adds value to your plan document. For example:
Return patients generate approximately 80 percent of clinic's revenue. Patient Relationship Management (PRM, also known as CRM, for Customer Relationship Management outside of healthcare) can enhance financial performance of the clinic by helping retain current and attract new patients. Effective PRM uses integrated data using patient travel card (SOAP notes), frequency recommendations (care plan), and billing (charges, payments, and balance).PRM is a data-driven and patient-focused methodology to strategic practice building and effec
Their plan may change along the way based on opportunities or circumstances beyond their control. Yet, they are equipped to effectively handle the unforeseen and make the most of their situation.
For marketing achievement, you’ve got to have a road map to reach your destination. A carefully researched and developed plan, with quantifiable objectives and measurement systems, is essential to success. Without a plan, you won’t know how to get where you want to go -- and you may not even know when you’ve arrived.
To help with your planning process, here are the essential elements that every marketing plan should have. The more detail you provide in your plan, the greater precision in your execution. And that leads to better outcomes.
EXECUTIVE SUMMARY
Think of this section as the “cliff-note” version of your plan with emphasis on strategies designed to meet your objectives. Write this section as the last thing you do before plan completion.
OBJECTIVES
Each objective needs to be specific and measurable based on the mission and goals of your organization. Here are some examples of quantifiable objectives and how success is measured.
- Increase gross sales by $450,000 by June 30, representing a 10% increase over prior year. (Measurement: June 30 sales reports)
- Achieve a customer retention rate of 80% by year end. (Measurement: Customer retention reports)
- Increase awareness and recall by 5 points among three target audience segments. (Measurement: Monthly customer awareness research)
SITUATION ANALYSIS
This section discusses your organization and the environment or marketplace in which you compete. It should include the following.
- Background on your organization and product, mission, descriptions of current product and/or services, performance results, market share, strategic alliances, etc.
- Current and future competition with information on proven and forecasted impact
- How you are perceived by your customers relative to the competition
- Current customer information (i.e. number, description, spending levels, motivations, etc.)
- A list of your strengths, weakness, opportunities and threats (also referred to as a SWOT analysis)
TARGET AUDIENCES
Fully understanding your new and existing customers – and their needs and desires – is at the core of every successful marketing plan. For each target audience, detail in your plan demographic information, buying behavior, motivation, price sensitivities and other pertinent information related to your product or service.
This section provides the high level strategic view or approach you will use to achieve your objectives. Be sure to include specific information on:
- Product or Service Strategies -- including changes and enhancements
- Pricing Strategies – detailed by target audiences and competitors
- Distribution Strategies – channels or methods by which you deliver and make your product available to your customers
- Marketing Strategies – your approach to communicating and getting the message heard by your target audiences
MARKETING ACTIONS
This section drills down to specific initiatives that relate to your marketing strategies. For example, you will want to include details on marketing methods (i.e. web, print and broadcast advertising, public relations, promotions, telemarketing, direct sales, referral programs, partnership programs, etc.), timing, budgets, and other key information that relates to the implementation of each action step that supports each strategy.
OTHER INFORMATION
You may want to add an appendix or other categories to your plan for key information that adds value to your plan document. For example:
Freight brokers are described quite simply as people who bridge the gap between a shipper (those that will need to transport goods) and a licensed and reliable logistics provider, in this case, truckers.Categorically, freight brokers are called transportation intermediaries. In other words, they are the middle men who ensure a shipper gets reliable movers to do the job and help the carriers to get in touch with customers and earn money.These brokers do not necessarily own the carriers that they supply to their shipper clients. Thyou’ve arrived.
To help with your planning process, here are the essential elements that every marketing plan should have. The more detail you provide in your plan, the greater precision in your execution. And that leads to better outcomes.
EXECUTIVE SUMMARY
Think of this section as the “cliff-note” version of your plan with emphasis on strategies designed to meet your objectives. Write this section as the last thing you do before plan completion.
OBJECTIVES
Each objective needs to be specific and measurable based on the mission and goals of your organization. Here are some examples of quantifiable objectives and how success is measured.
- Increase gross sales by $450,000 by June 30, representing a 10% increase over prior year. (Measurement: June 30 sales reports)
- Achieve a customer retention rate of 80% by year end. (Measurement: Customer retention reports)
- Increase awareness and recall by 5 points among three target audience segments. (Measurement: Monthly customer awareness research)
SITUATION ANALYSIS
This section discusses your organization and the environment or marketplace in which you compete. It should include the following.
- Background on your organization and product, mission, descriptions of current product and/or services, performance results, market share, strategic alliances, etc.
- Current and future competition with information on proven and forecasted impact
- How you are perceived by your customers relative to the competition
- Current customer information (i.e. number, description, spending levels, motivations, etc.)
- A list of your strengths, weakness, opportunities and threats (also referred to as a SWOT analysis)
TARGET AUDIENCES
Fully understanding your new and existing customers – and their needs and desires – is at the core of every successful marketing plan. For each target audience, detail in your plan demographic information, buying behavior, motivation, price sensitivities and other pertinent information related to your product or service.
This section provides the high level strategic view or approach you will use to achieve your objectives. Be sure to include specific information on:
- Product or Service Strategies -- including changes and enhancements
- Pricing Strategies – detailed by target audiences and competitors
- Distribution Strategies – channels or methods by which you deliver and make your product available to your customers
- Marketing Strategies – your approach to communicating and getting the message heard by your target audiences
MARKETING ACTIONS
This section drills down to specific initiatives that relate to your marketing strategies. For example, you will want to include details on marketing methods (i.e. web, print and broadcast advertising, public relations, promotions, telemarketing, direct sales, referral programs, partnership programs, etc.), timing, budgets, and other key information that relates to the implementation of each action step that supports each strategy.
OTHER INFORMATION
You may want to add an appendix or other categories to your plan for key information that adds value to your plan document. For example:
Several years ago I was sitting in the office of a very successful businessman. He was the CEO of the company. He had finished interviewing me for a sales managers position.As we approached the end of the interview he turned to me and told me that he was very impressed with me ...so far. He then paused dramatically and said,"Show me that you know how to sell....SELL ME THIS PENCIL."The next ten seconds seemed like an eternity to me. I had been selling for many years. However, this really put me on the spot."SELL YOU a customer retention rate of 80% by year end. (Measurement: Customer retention reports)
SITUATION ANALYSIS
This section discusses your organization and the environment or marketplace in which you compete. It should include the following.
- Background on your organization and product, mission, descriptions of current product and/or services, performance results, market share, strategic alliances, etc.
- Current and future competition with information on proven and forecasted impact
- How you are perceived by your customers relative to the competition
- Current customer information (i.e. number, description, spending levels, motivations, etc.)
- A list of your strengths, weakness, opportunities and threats (also referred to as a SWOT analysis)
TARGET AUDIENCES
Fully understanding your new and existing customers – and their needs and desires – is at the core of every successful marketing plan. For each target audience, detail in your plan demographic information, buying behavior, motivation, price sensitivities and other pertinent information related to your product or service.
This section provides the high level strategic view or approach you will use to achieve your objectives. Be sure to include specific information on:
- Product or Service Strategies -- including changes and enhancements
- Pricing Strategies – detailed by target audiences and competitors
- Distribution Strategies – channels or methods by which you deliver and make your product available to your customers
- Marketing Strategies – your approach to communicating and getting the message heard by your target audiences
MARKETING ACTIONS
This section drills down to specific initiatives that relate to your marketing strategies. For example, you will want to include details on marketing methods (i.e. web, print and broadcast advertising, public relations, promotions, telemarketing, direct sales, referral programs, partnership programs, etc.), timing, budgets, and other key information that relates to the implementation of each action step that supports each strategy.
OTHER INFORMATION
You may want to add an appendix or other categories to your plan for key information that adds value to your plan document. For example:
If your team can’t get meet the established objectives, your days as a leader are numbered. It would be great if your employees came to work each day, happy, ready to work, and performing at their highest level, but this usually isn’t the case. Your job, as a leader, is to get a group of diverse professionals to work together to achieve a common goal – regardless of the obstacles you face.The following steps can be implemented immediately. They should not require approval from higher up, any additional resources, or training on your
TARGET AUDIENCES
Fully understanding your new and existing customers – and their needs and desires – is at the core of every successful marketing plan. For each target audience, detail in your plan demographic information, buying behavior, motivation, price sensitivities and other pertinent information related to your product or service.
This section provides the high level strategic view or approach you will use to achieve your objectives. Be sure to include specific information on:
- Product or Service Strategies -- including changes and enhancements
- Pricing Strategies – detailed by target audiences and competitors
- Distribution Strategies – channels or methods by which you deliver and make your product available to your customers
- Marketing Strategies – your approach to communicating and getting the message heard by your target audiences
MARKETING ACTIONS
This section drills down to specific initiatives that relate to your marketing strategies. For example, you will want to include details on marketing methods (i.e. web, print and broadcast advertising, public relations, promotions, telemarketing, direct sales, referral programs, partnership programs, etc.), timing, budgets, and other key information that relates to the implementation of each action step that supports each strategy.
OTHER INFORMATION
You may want to add an appendix or other categories to your plan for key information that adds value to your plan document. For example:
The success of your network organization has everything to do with structure, coherence of objective, execution, and accountability. Most folks in networks are looking to be lead and easily fall into step when the dynamics of the group are firmly established. It rarely pays in being overzealous with the agenda. Leaders are famous for believing that their own goals and commitments of time will be consistent with those in the group but nothing could be farther from the truth. Given the self-employment characteristic of participants, the netwwhich you deliver and make your product available to your customers
MARKETING ACTIONS
This section drills down to specific initiatives that relate to your marketing strategies. For example, you will want to include details on marketing methods (i.e. web, print and broadcast advertising, public relations, promotions, telemarketing, direct sales, referral programs, partnership programs, etc.), timing, budgets, and other key information that relates to the implementation of each action step that supports each strategy.
OTHER INFORMATION
You may want to add an appendix or other categories to your plan for key information that adds value to your plan document. For example:
- Short and long-term financial projections
- Calendar of action steps
- Research data that supports your strategies
- Organizational charts
- List of suppliers or vendors that will support your initiatives
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