positioning and message
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Positioning and Message. Developing a 2008 Strategic Marketing Plan That Delivers Results. America Outdoors Confluence TM 2007 Julie Thorner - WillowWorks. Our Workshop Goals. Understand what a strategic marketing plan really is and how it can help you - PowerPoint PPT PresentationTRANSCRIPT
December 6, 2007 AO ConfluenceTM - WillowWorks
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Positioning and MessagePositioning and Message
Developing a 2008 Strategic Marketing Plan
That Delivers Results
Developing a 2008 Strategic Marketing Plan
That Delivers Results
America Outdoors ConfluenceTM 2007
Julie Thorner - WillowWorks
America Outdoors ConfluenceTM 2007
Julie Thorner - WillowWorks
December 6, 2007 AO ConfluenceTM - WillowWorks
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Our Workshop GoalsOur Workshop Goals Understand what a strategic marketing
plan really is and how it can help you Offer a process & template for developing
your plan that works for busy outfitters Build a framework for your 2008 plan,
identifying key categories and initiatives Take away the 5 planning support tools
that will make your efforts more efficient
Understand what a strategic marketing plan really is and how it can help you
Offer a process & template for developing your plan that works for busy outfitters
Build a framework for your 2008 plan, identifying key categories and initiatives
Take away the 5 planning support tools that will make your efforts more efficient
December 6, 2007 AO ConfluenceTM - WillowWorks
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Our Workshop ProcessOur Workshop Process Roll up our sleeves and start creating
the primary objectives and key categories of our 2008 marketing plans
We’ll use a small workgroups approach and collaborate to learn from our collective successes and failures
Roll up our sleeves and start creating the primary objectives and key categories of our 2008 marketing plans
We’ll use a small workgroups approach and collaborate to learn from our collective successes and failures
December 6, 2007 AO ConfluenceTM - WillowWorks
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Hah! - A Real Marketing Plan?Hah! - A Real Marketing Plan? Who has the time to write a plan? I have
a business to run! No one will read it anyway. It’ll be outdated before the ink is dry. It’s overwhelming - where do I begin? It sounds so terribly “planned”, where’s
the spontaneity? But then my objectives will actually be
“out there”- what if I miss them?
Who has the time to write a plan? I have a business to run!
No one will read it anyway. It’ll be outdated before the ink is dry. It’s overwhelming - where do I begin? It sounds so terribly “planned”, where’s
the spontaneity? But then my objectives will actually be
“out there”- what if I miss them?
December 6, 2007 AO ConfluenceTM - WillowWorks
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Three Parts to the Marketing Plan Process
Three Parts to the Marketing Plan Process
Strategic planning: pre-season Blocking and tackling: in-season Closing the loop (tracking): in-
season and end-of-season
Strategic planning: pre-season Blocking and tackling: in-season Closing the loop (tracking): in-
season and end-of-season
December 6, 2007 AO ConfluenceTM - WillowWorks
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Key Performance Indicators (KPIs) Are Your Friend
Key Performance Indicators (KPIs) Are Your Friend
Identify them. Track them. Report on them. Take all learnings and adjust your next
marketing initiatives appropriately. Celebrate your wins in real-time (but
only if you know your relevant KPIs). Be accountable. It’s refreshing.
Identify them. Track them. Report on them. Take all learnings and adjust your next
marketing initiatives appropriately. Celebrate your wins in real-time (but
only if you know your relevant KPIs). Be accountable. It’s refreshing.
December 6, 2007 AO ConfluenceTM - WillowWorks
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First Things First: Big Picture 2008 Objectives
First Things First: Big Picture 2008 Objectives
Define your company objectives: e.g. 10% increase in revenues 6% increase in profits
Define your marketing objectives: e.g. Promote “Destination NOC” Focus on online marketing initiatives to
communicate with guests & prospects Grow our guest email database Develop presence in Atlanta market
Define your company objectives: e.g. 10% increase in revenues 6% increase in profits
Define your marketing objectives: e.g. Promote “Destination NOC” Focus on online marketing initiatives to
communicate with guests & prospects Grow our guest email database Develop presence in Atlanta market
December 6, 2007 AO ConfluenceTM - WillowWorks
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The Forest and The Trees: Its Important to Check Both
The Forest and The Trees: Its Important to Check Both
Use your Marketing & Sales Budget to help see the 50,000 foot view by making sure that your category spend % allocation maps to your major initiatives.
Use your Executive Summary to make sure that your plan details truly reflect your company and marketing goals. (Write it last.)
Use your Marketing & Sales Budget to help see the 50,000 foot view by making sure that your category spend % allocation maps to your major initiatives.
Use your Executive Summary to make sure that your plan details truly reflect your company and marketing goals. (Write it last.)
December 6, 2007 AO ConfluenceTM - WillowWorks
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The Well-Integrated Marketing Plan: 10 “Super-Categories”
The Well-Integrated Marketing Plan: 10 “Super-Categories”1. Online: Website, email campaigns, online
ads, PPC, blogs, podcasts, video, etc.2. Customer Database Development:
Direct mail and email campaigns3. Offline: Print ads, publications, brochure
distribution, mass media (radio, TV)4. Onsite Materials: Signs, posters,
billboards, banners, flags, etc.
1. Online: Website, email campaigns, online ads, PPC, blogs, podcasts, video, etc.
2. Customer Database Development: Direct mail and email campaigns
3. Offline: Print ads, publications, brochure distribution, mass media (radio, TV)
4. Onsite Materials: Signs, posters, billboards, banners, flags, etc.
December 6, 2007 AO ConfluenceTM - WillowWorks
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The Well-Integrated Marketing Plan: Super-Categories, cont.
The Well-Integrated Marketing Plan: Super-Categories, cont.5. Direct Sales: call center, group accounts 6. Press/Public Relations: print, online, social
networking 7. Special Events: support, development,
sponsorship goals, cause marketing8. Intra-Company Marketing
Communication: Most relevant for companies with > 15 employees.
5. Direct Sales: call center, group accounts 6. Press/Public Relations: print, online, social
networking 7. Special Events: support, development,
sponsorship goals, cause marketing8. Intra-Company Marketing
Communication: Most relevant for companies with > 15 employees.
December 6, 2007 AO ConfluenceTM - WillowWorks
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The Well-Integrated Marketing Plan: Super-Categories, cont.
The Well-Integrated Marketing Plan: Super-Categories, cont.9. Geo-Market Targets: Goals within
identified geographic markets for product /service specific offerings
10. Customer-Specific Market Targets: Goals within identified industry segments or customer groups for specific offerings (families, kids, seniors, etc.)
9. Geo-Market Targets: Goals within identified geographic markets for product /service specific offerings
10. Customer-Specific Market Targets: Goals within identified industry segments or customer groups for specific offerings (families, kids, seniors, etc.)
December 6, 2007 AO ConfluenceTM - WillowWorks
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The 5 Elements of Every Category
The 5 Elements of Every Category
1. Strategy: What2. Purpose: Why 3. Implementation Plan (Tactics):
How4. Key Changes from Prior Year:
Learnings put to use5. Measurement: So what
1. Strategy: What2. Purpose: Why 3. Implementation Plan (Tactics):
How4. Key Changes from Prior Year:
Learnings put to use5. Measurement: So what
December 6, 2007 AO ConfluenceTM - WillowWorks
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StrategyStrategy
The “What”: what does this category of initiatives do to drive our business goals?
The “What”: what does this category of initiatives do to drive our business goals?
December 6, 2007 AO ConfluenceTM - WillowWorks
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PurposePurpose
The “Why”: why is the initiative in our plan; or what is it supposed to accomplish? This step helps weed out ideas that
sound good, but don’t actually deliver what we need to achieve our goals
The “Why”: why is the initiative in our plan; or what is it supposed to accomplish? This step helps weed out ideas that
sound good, but don’t actually deliver what we need to achieve our goals
December 6, 2007 AO ConfluenceTM - WillowWorks
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Implementation Plan (Tactics)
Implementation Plan (Tactics)
The “How”: how will we implement or execute our strategy to achieve our stated purposes?
The “How”: how will we implement or execute our strategy to achieve our stated purposes?
December 6, 2007 AO ConfluenceTM - WillowWorks
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Key Changes from Prior YearKey Changes from Prior Year
What is different in 2008 from 2007?
How have we addressed any weaknesses in our 2007 marketing efforts or results?
What is different in 2008 from 2007?
How have we addressed any weaknesses in our 2007 marketing efforts or results?
December 6, 2007 AO ConfluenceTM - WillowWorks
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MeasurementMeasurement
The “So What”: How will we measure the results of these initiatives and determine success (enter KPIs)
The “So What”: How will we measure the results of these initiatives and determine success (enter KPIs)
December 6, 2007 AO ConfluenceTM - WillowWorks
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Supporting Tools To Your Plan
Supporting Tools To Your Plan
1. Marketing & Sales Budget Template
2. Master Marketing Calendar1. Media & PR Calendar2. Enews Editorial Calendar3. E-Offers Calendar
3. Direct Sales Calendar
1. Marketing & Sales Budget Template
2. Master Marketing Calendar1. Media & PR Calendar2. Enews Editorial Calendar3. E-Offers Calendar
3. Direct Sales Calendar
December 6, 2007 AO ConfluenceTM - WillowWorks
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More Useful ToolsMore Useful Tools
6. Strategic Creative Brief: for overall Company Positioning and Ad Campaigns
7. Ad Spec Sheet8. Integrated Direct Sales Framework
Friday’s workshop Campaign-driven Advertising and Integrating Direct Sales teaches you how to put these tools to work for your company.
6. Strategic Creative Brief: for overall Company Positioning and Ad Campaigns
7. Ad Spec Sheet8. Integrated Direct Sales Framework
Friday’s workshop Campaign-driven Advertising and Integrating Direct Sales teaches you how to put these tools to work for your company.
December 6, 2007 AO ConfluenceTM - WillowWorks
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Test, learn, track, and measure. Go on. Be a marketing hero.
Test, learn, track, and measure. Go on. Be a marketing hero.