How to create a Marketing Plan That Works

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The first key point in creating a great marketing plan is asking the most productive questions in the right order. Most company owners, barraged by advertising representatives, believe that the most prominent issue in marketing is the how. Should I use Tv, radio, newspaper, website, internet, flyers, direct mail, etc. Etc. If so, which paper, which flyer, which ball team, which charity, new company cards and on and on it goes. Although these are legitimate questions, they are not the first questions that need to be asked. The "how am I going to do it" is one of the last questions to answer.

The very first and most prominent request is "Who." Who is your best customer? Who do you want to attract to your business? It is imperative for you to know everything you can about your ideal customer. How old are they? Man or woman? What do they read? Where do they shop other than your company? Where do they live? What are their hobbies? Where do they eat out? What are their leisure activities? What is their house and collective activities? Who are their friends? What are the biggest frustrations and needs in their lives? What do they enjoy doing? Where do they vacation? What do they look for in a company or company to provide what you do? Why do they love to do company with you?

The first step in creating an productive marketing plan is to identify your ideal customer, and get to know as much about them as you maybe can. One of the best ways to answer the "who" request is to decide Who your best buyer is now. Make a list of your best customers and take them out to a nice supper or lunch for the purpose of interviewing them. Let them know how much you appreciate their company and that you are looking for more citizen just like them. While you are out having fun with them, listening to them, thanking them, celebrating with them, then you can also ask for referrals. Who do they know that would love to do company with you? Your best customers love to refer you. They want their friends and company to enjoy the benefits of your company like they have.

So get into Action! Make a list of your best customers, get on the phone, and set up some celebration meetings. Prepare some questions ahead of time, and take great notes. Once you have a list of what characterizes your best buyer you will be ready for the next step.

Step 2:

Ideally, you should now have a list of some ideal buyer profiles. Not all great customers are alike, nor do they all like the same things. So with that understood, let's move to the next indispensable question; "Where would you find these ideal customers, especially in groups?" For example, let's say one of your ideal customers is a working mom with young children. Where can you find young working mothers? Toddler day cares would be a great start. How about book stores that specialize in books and games for young children? For those with older children, sports activities would be another place that you can find groups of young parents.

If you are thinking with me, you should start to understand how this information is going to be indispensable in creating an productive marketing plan. You need to ask, "How can I work with other businesses that sell to my ideal buyer to create a win for that company and my customer? Once you have clearly defined your ideal customers in information (Step 1), and know where you can find them (Step 2), then you will be ready for Step 3.

So here is your homework to Prepare for Step 3. Make a clear list of your ideal customers, and communicate each group in information including where you can find them in groups. Some examples: Small company owners that would belong to the accommodation of Commerce, or Rotary Club, or shop at office provide stores; Grandparents that shop at toddler clothing stores; Upper income gentlemen that may belong to a sure country club, or maybe members of sure non-profit boards. The more exact you are, the better. Once you have a great comprehension of who your ideal customers are and where you can find them, then you positioned to create a very productive marketing strategy.

Step 3:

The next request is, "What is your offer?" Specifically, what can you offer your ideal buyer that will get their attention, get them excited, and vigor them to take action? Many will say this is obvious. It must be whatever my goods or service is - that's what I have to offer, right? Certainly, that is your ultimate offer. However, if you want a marketing strategy that works, you need to do a slight more thinking and creative work. answer this question. What are the Unique features and benefits that Only you can offer? Focus on the benefits, not just features.

A feature is a specification or article of your goods or service. The benefit is the value that your buyer derives from the feature. Here's an example. I work with a cell phone company that sells mobile phone service. There are many associates and outlets in our region that sell the same brand of phone and service! So what is the Unique feature and benefit that my buyer offers? The feature is that he has been in the cell phone company at this location for over 10 years.

That feature is not too exciting, is it? Until you reconsider the Benefit. The benefit is that you are buying from someone who has been here in the past and will likely be here in the future. This team of citizen becomes your friend, which means that in the ever changing world of cell phone upgrades and technology, you have an enduring friend that can walk you through the changes and recommend what is standard for you. His team will sell you what you need based on what you want, because they want long-term customers for the next 10 years, not a quick profit/sell. Are you getting the picture?

He also offers a referral program (free month of service if you refer a new customer; new buyer gets free accessories). His company offers a great personal service with a steady group of citizen in a changing world, with perks and extras when I bring in new customers. This strong offer has proven to work well. So what unique features and benefits do you offer that will excite and attract your ideal customer? I recommend a list of at least ten to test and measure.

Step 4:

At this point, if you have been keeping up with us in creating your winning marketing plan, you have identified your ideal target customers, and you know where to find them, especially in groups. You have also brainstormed a list of offers that you think will get their attention, get them excited, and vigor them to take some operation to get some more information from you. So the last request to answer is how; how are you going to communicate this offer to your ideal target? There are a myriad of choices; everything from direct mail to television to print ads. You can also reconsider referral strategies, telemarketing, strategic alliance strategies, concluded door sales, and sign dancing! How about radio? So how do you agree the best way to communicate your offer?

In my opinion, for the small company owner with a slight marketing budget, you must communicate your offer in a way that you can test and part the response. The premium means should be primarily based on where your target customers can be found in the most numbers. You also must do a break-even analysis and decide if there is a uncostly opening of addition sales enough to at least pay for the campaign.

For example, I had a client that owned a epicurean specialty pizza restaurant. The challenge is that although it was placed near a major highway, it was off the beaten path a bit. It seemed that a billboard near the highway exit was an sure choice, until....we did the breakeven analysis. The billboard cost over a period of one year was almost ,000 including set-up costs (0 per month). My request for my client was how many pizzas would you need to sell to cover the 0? At an mean gross profit of about per pizza, she would have to sell 250 added pizzas a month (or 3000 added pizzas in one year) solely due to the billboard, every month of the year to just break even. After some consideration, this was very unlikely. They opted instead to found a loyalty and referral program that worked quite nicely. Those two programs were also easier to measure.

Many very prosperous marketing strategies do not involve any purchased advertising. In my coaching experience, enhancing referrals and systematized word of mouth through leveraged strategic alliances with other businesses is often the most productive means to bring in new customers. Also, strong offers made to existing customers and referrals from those customers are often excellent to traditional media advertising. I hope that you have found this brief overview both practical and beneficial. There is quite a bit more to dive into in marketing but this should get you started on a great marketing plan and help you avoid some tasteless pitfalls.

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