SATURDAY: USING YOUR MARKETING PLAN.
Today we shall everything we did to get here, before discussing how to use the plan to its maximum effectiveness.
ASKING THE RIGHT QUESTIONS:
We established that there are four areas you needed to ask a question about:
- Your product or services.
- Your customers.
- Your competitors.
- Your business.
RESEARCHING THE ANSWERS:
We found there were four places you could to find the answers:
- Off-the-shell information.
- Your customers and potential services.
- The internet.
- Other people.
SETTING THE OBJECTIVES AND SALES AND FORECAST:
- Identify your critical success factors.
- Establish your objectives.
- Draw up your sales forecast.
PLANNING THE MARKETING STRATEGY:
- Look at the options.
- Consider the practicalities.
- Select the best route.
PUTTING IT ALL TOGETHER:
Establish the contents:
- Cover page.
- Contents page.
- Where you are now.
-key facts about your product or services.
-key facts about your customers.
- Where you are going.
-your sales forecast.
- How you are going to get there.
–your marketing strategy.
Making use of your marketing plan.
Implement the plan.
Update the plan.
Review the plan.
Use the plan proactively.
TIP: MAKE IT STAND OUT.
Marketing is like a polar bear in the desert. It stands out! Make sure you use your marketing plan and that your marketing is like that polar bear in the desert.
Above all, you have seen that a marketing plan isn’t a tedious document you’re obliged to prepare to keep your colleagues and investors happy. It’s one of the most useful business tools you’ll ever lay your hands-on, and more you learn to use it, the more indispensable you will find it.
The author had mentioned 10 points to surviving in tough times. Let’s see tomorrow, the last post of this book.