Marketing Plan defines a series of actions that aim to sell more and better, getting out to our company in a given market.
To develop, we must have information (in particular market and what we have to offer), and a precise idea of our goals.
In 4 steps, we can define the key issues that will be the axis around which revolve the Marketing Plan, and the chances of reaching our target audience with our commercial.
FOUR STEPS TO SET UP THE MARKETING PLAN
1. ) Select target markets: Identify needs of customer segments that can best serve and those who make money, discarding unprofitable.
2. ) Analyze your target markets: Gather information and draw conclusions quantitative (number of customers, how much they spend, etc..) And qualitative (they buy, what they like and dislike, need, etc.).
3. ) Measure the target market: Evaluate each market segment, determining where the greatest sales potential, which can offer new products, upgrades, etc.
4. ) Develop actions: Plan is going to do and act (publicity, promotion, direct marketing, etc..). Get feedback. Check deflection of reality versus planned and quantify results.
1: Selection of the target market (where “point the gun”)
Our marketing effort should focus on a group of customers:
- Set focus: Identify your most profitable customers needs, dominating a market niche where you have strengths.
- Split: Dividing the market into groups with similar characteristics that require similar products.
- Profiling: Know your customers by segment, identifying that need and value, which benefits expected and buying behavior.
2: Target Market Analysis (A I can “shoot” better)
To what extent we are satisfying our customers like our competitors.
- Features of our company: Identify key aspects of our business: products and services, customer segments, sales channels, etc..
- Performance Entrepreneur: To what extent can we meet the diverse needs of our segments. Use the SWOT analysis. (Strengths, Weaknesses, Opportunities and Threats).
- Analysis of our competitors: Doing a SWOT for our competitors.
3: Assessment give her target market (“Set the target”)
Identify with that story to “attack the market”
- Identify resource needs: Do I human and material resources to act successfully?
- Identify opportunities for differentiation: Can we win at least one advantage and differentiate (in the “mind of the customer”) at key points of the business?
- Evaluate current and potential market: Forecasting sales by making 3 cases (optimistic, realistic and pessimistic) and measure the economic return of each stock.
4: Business Plan Development (Shoot!)
Applying communication and sales tactics:
- Press and Public Relations: Stimulate demand through news media or public presentations. Eg seminars and workshops, sponsorship, articles in magazines, exhibitions, etc..
- Advertising in mass media paid or “exchange” (radio, TV, online, newspapers, magazines, public roads, brochures, etc.).
- Sale Custom: Presentation of a product in direct contact with potential customers. Ex: sales force, email, telemarketing, mail, etc..
- Promotion of sales: short-term incentives to encourage the quick purchase of a product. Eg fixed-term deals, rebates and discounts, competitions, demonstrations, etc.
- Feedback mechanisms: Receive information from customers about their satisfaction, needs and evaluation of our products, services and company
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