Download - LA2M plan4success_june 2012 final
LA2M
Planning for Success:
5 Essential Elements
Dee Davey
Creative Ideas Marketing
June 27, 2012
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5 1 2 3 4
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER,
MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
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1
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING
H?
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VIE
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING
• Understand (Int / Ext) .
• Match / Define / Focus
• $ / Business Goal – Qualify .
• Differentiators / Unique .
• Communicate / Message
• Marketing Objectives /
Roadmap
• Validate Assumptions
H? S
RE
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Internal / External
Discovery
• Needs
• Value
• Say
• Love
• Compare
• Listen / Create Dialogue
• Talk with Customers
RE
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Market Research
• SWOT
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Market Research
• STEP
• Trends and Market Drivers
• Market Size, Growth
• Factors driving customer
need
• Now
• Future
• Changes / Shifts
Sociological
Political
Economic
Technological
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Competitors or Partners
• Review Similar but Different
Industries
• Competitors in Different
Locations
• “Pie is big enough” .
• Who / What are My
Competitors? .
• Market Research
• Competitive
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Why
• What
• Outcomes Expected
(Benefits)
• Differentiators
• Evidence
• Define Offer / Value
Proposition
Value Proposition = Business Elevator Pitch
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Business Case .
S
RE
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Persona .
• Who
• Size / $
• Industry / Sector
• Geography
• Characteristics
• Challenges
• Values
LA2M March 2012
Marisa Smith, Whole Brain Group
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING
• Validate
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2
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
OFFER DEVELOPMENT
RE
VIE
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
OFFER DEVELOPMENT
• Marketing Plan –
Marketing Ps
…
RE
VIE
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
OFFER DEVELOPMENT
• Build Foundation for
Delivering the
Promise
Contract
Service Delivery Methods
Training
Billing .
Management Capability
Logistics
Infrastructure
Tools
S
The Detail
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
OFFER DEVELOPMENT
• Map Process
• Tasks / Actions
• Touchpoints
• Expectations
• Better Experience
• Contingency Planning
• Think Like a Customer
• Systems to Manage
Customer Experience
S
RE
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2
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
OFFER DEVELOPMENT
“What gets measured,
gets done”
• Business Performance
• Marketing Effectiveness
Priorities
Set Standard
Measure
Analyze
Improve
Monitor
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3
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
INTERNAL
COMMUNICATION
H
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
INTERNAL
COMMUNICATION • People Create
Competitive
Advantage
• Customer Focused =
Sales
RE
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
INTERNAL
COMMUNICATION • Create Culture of
Shared Knowledge • Business
• Customers
• Workshops
• Offer Definitions
• Training / Collaterals
• Opportunity Spotters
• Change Management
• Internal Newsletters /
Conferences
• Meetings / Road Shows /
Seminars
• Intranet
• CRM – Sales & Service
S
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4
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
• Blogging
• Trade Shows
• Mobile Marketing
• Newsletters
• Public Relations
• Web / Internet Marketing
• Branding
• Ethnic Marketing
• …
H
RE
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
• Where Do Your
Customers “Hang
Out”?
• Communication
Preferences?
RE
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION Align Marketing
Communications with
Marketing Goals /
Objectives
Marketing Objective
Marketing Communication Tactics
(V1.1)
Lead
Gen
era
tio
n
Aw
are
ness
1 2 3 4 / 5
- Branding
- 30 Web Re-Design Enhancements
1. Media Relations
2. Press Releases
3. Associations
4. e-Newsletter– Quarterly Publication
5. Client Internal Broadcast - e-Updates
6. Website – Lead Capture / Management
7. Direct Mail / e-Mail
8. Trade Show Participation / Seminar
9. Sales Support Materials
10. Hosted Learning Event
11. Experiences Library
12. Partner with Change Agents
13. Online Directory Submissions
14. Hosted Learning Event – “Like Issues””
15. Manage Trade Show Opportunities
16. Webinar / Webcast Lead Generation
17. Analyst Relations / Influencers
18. Virtual Advertising / Pay per Click
19. New Technology Lead Generation
Totals 19 18 18 18 14 18
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WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION • Objective, Strategy,
Background
• Marketing Actions
• Client Input Required
• Time: Hours / Duration
• Costs
• Measurement Method
• Owner
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5
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
REVIEW
MARKETING
COMMUNICATION
STRATEGIC PLANNING
DEVELOPMENT
REVIEW
Ongoing Research
Listening
Surveys
Social Media / Blogs
1-2-1 Conversations !
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5 1 2 3 4
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER,
MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
Q & A
Dee Davey, Creative Ideas Marketing
www.CreativeIdeasMarketing.com
http://www.linkedin.com/in/deedaveycreativeideasmarketing
Planning for Success
