How to Develop an Effective Marketing Plan

Necessary Factors :

1. Benefits first2. Measureable objectives3. Six parts to marketing4. Plan by market, not product or

service5. Unique strategies, or it is just a

plan6. Keep fact book separate from

plan7. Personality more important

than good looks

EVERY OBJECTIVE SHOULD BE MEASURABLE

17

Positioning Statement

1. Who : Bloomingdale-NYC2. What : Fashion focused department store3. For whom : Trend conscious, upper middle

class4. What need: Looking for high end products5. Against whom: Other department stores6. What’s different : Unique merchandising in

a theatrical setting7. So: It makes shopping entertaining

Creative Strategy

1. Target: Teen sun worshippers2. Buying decision: Teens, moms,

manufacturers, health professionals, clubs, schools

3. Purpose: Use SPF 15+4. Promise teens: Be more attractive to the

opposite sex. Promise moms: It’s safe to stay in the sun longer. Promise manufacturers: increased sales

5. Support: SPF 15+ blocks most harmful rays (ACS authority)

6. Personality: Healthy, effective, savvy, fun, contemporary

7. Timing: Pre and early tanning season (some continuous)

8. Objective: Encourage people to avoid sunburn

Sales Promotion1. Direct mail2. Brochures3. Sales literature4. Trade shows5. Coupons6. Samples7. Premiums8. POP9. Sweepstakes/contests10.Price deals11.Bonus packs12.Coop advertising13.Trade allowance

Advantages of Sales Promotion1. Can induce trial2. Establish purchase pattern3. Increase sales4. Neutralize competitive

promotions

Disadvantages of Sales promotion1. Can’t build loyalty2. Can not reverse a declining sales

trend3. Can not change “non-

acceptance” of a brand

When to discount your price1. Make it a surprise2. Save discounts until your

supplier does something special

3. Don’t use promotional discounts to sell in, but to sell through

4. Position against the right type of customer

1. Inquiries2. Qualified leads3. Sales presentations4. Cost qualified lead5. Cost sales

presentation6. Value sales

presentation

Trade Shows

Inquiry Analysis

Event ASAM Trade Show Number of Presentations (last 5 yrs.) 100,000Product/Service Pear Number of Sales (last 5 years) 9,876Date 30-Jun-06 Profit per Sale $675Cost $100,000

Cum. Number Cum Sls Cost Cost ValueWeek Number Cum Qualified Qualified Sales Sales Qualified Sales SalesNumber Inquiries Inquiries Leads Leads Presentations Presentations Lead Presentation Presentation----------- ------------- ------------ ---------------- --------------- --------------------- --------------------- ------------------ --------------------- --------------- 1 25 25 15 15 6 6 $6,667 $16,667 $67 2 75 100 67 82 34 40 $1,220 $2,500 $67 3 157 257 98 180 34 74 $556 $1,351 $67 4 325 582 230 410 78 152 $244 $658 $67 5 480 1,062 305 715 98 250 $140 $400 $67 6 569 1,631 345 1,060 105 355 $94 $282 $67 7 318 1,949 213 1,273 89 444 $79 $225 $67 8 213 2,162 112 1,385 43 487 $72 $205 $67 9 89 2,251 43 1,428 21 508 $70 $197 $67 10 34 2,285 17 1,445 5 513 $69 $195 $67 11 23 2,308 12 1,457 3 516 $69 $194 $67 12 8 2,316 3 1,460 0 516 $68 $194 $67 13 3 2,319 0 1,460 0 516 $68 $194 $67 14 14 2,333 4 1,464 1 517 $68 $193 $67 15 9 2,342 2 1,466 0 517 $68 $193 $67

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15$0

$100

$200

$300

Cost of Setting Up Presentations vs Their ValueCost Leads

Cost Pres.

Value Pres.

Customer Service Plan

1. Not a department, but an attitude2. Copy Disney3. All policies for the benefit of the

customer4. Encourage returns

1. SEO2. PPC3. Banner ads4. Blogs, Facebook,

etc.5. Metasearch

Examples of different SEO plans1. Transactional2. Promotional3. Content4. Customer service

Procedure for SEO1. Create your

concept2. Select your ISP3. Select your

software4. Register your

domain name5. Develop your site6. Upload7. Register with

search engines8. Promote your site9. Keep testing

Keywords & meta names1. 2-4 words2. Maximum 253. <meta name=“keywords”

content=“golden watches, men watches, silver watches, metal watches”/>

4. http://www.widexl.com/remote/search-engines/metatag-analyzer.html

5. Wordtrackers…http://www.wordtracker.com

6. Keyword suggestion tools..http://adwords.google.com/select/KeywordToolExternal

7. <meta name=“description” contents=“bla,bla”/>

8. <meta name=“robots” contents=“index, follow”/>

Links, code and submission1. Open directory…www.dmoz.org2. Valid HTML

code…http://validator.w3.org/3. Submit every 3-4 weeks4. Yahoo!:

https://siteexplorer.search.yahoo.com/submit

5. Google: http://www.google.com/addurl/

6. Submission services… http://www.ibusinesspromoter.com/

Research Plan

1. In-house activities2. Benchmark Studies3. Advertising research