Marketing Planning

Is your Business customer-centric?

 A big part of standing out from your competitors is the values that businesses have in regards to their clients. Having a clear plan to promote your brand, products and services, whilst listening to what your customers want is important if you want to get ahead. We can provide the support and guidance in order to help increase your customer base and your sales.

 

THE BENEFITS OF HAVING A MARKETING PLAN

  • Gives you the tools to understand what drives customer expectations and behaviour
  • Helps you identify and size potential revenue streams
  • Provides insight into the impact of competitors
  • Helps you fine tune your sales channels
  • Identify the best media tools to engage your market
  • Provides input into research and development, human resources and IT strategies
  • Creates strategies to optimise all marketing spend
  • Gives you a chance to review key changes in the market and industry
  • Identifies the areas of the business that provide opportunity or need attention
  • Sets timeframes for achieving goals and therefore provides accountability
  • Provides a document to communicate your marketing goals and strategy with your Team
  • Divides your goals into short term and long term - Quick Wins vs. Key Projects
  • Provides you with a template to review actual performance against targets
  • It can be used as a basis for you to set Team members’ individual goals / targets

 

Marketing planning - what does it involve?

Following the completion of pre-work, you’ll attend a four hour planning session covering the following:

  • Setting vision and goals for the business
  • SWOT analysis
  • Needs Analysis / define the competitor market
  • Defining, sizing and segmenting your market
  • Formulating strategies to achieve your business goals
  • Setting action plans for The Five Ps (promotion, product, place, price, people)
  • Prioritising actions into 90 days (immediate) and 1 year (long term)

Communications Planning

Are you getting the message across?

To engage with your clients and potential clients, the principles of good communication are key. Having a strong brand, as with knowing who you are and what you stand for, comes a strong sense of self. To ensure your communications are supporting your business and marketing goals, you need to have a plan to get the most out of your communications spend.

Communication planning helps by ensuring that every communication is effective by clearly defining objectives and their relationship to overall business and marketing goals. You can identify the cost benefit of each communication. Drive a culture of continuous improvement by measuring and learning from responses and refining subsequent communications. Save time and money by establishing multi-purpose templates, processes and response handling mechanisms. Provide consistency of messages and creative across communications and media. Communication planning enables you to be more responsive to competitor activity and provides an overview document from which to drive campaigns. Give yourself input into product development, sales strategy and IT strategy, whilst having accountability.

 

communications planning - the low-down

You will be asked to complete pre-work outlining your business and marketing plans (including a full description of each customer segment), as well as detailing prior 12 months communications (creative, media, results). As well you will need to set a communications budget.

You will then attend a three hour planning session covering the following:

  • A review of The Principles of Good Communication and Branding
  • A discussion on your strategy for each segment
  • Overview of key industry communications / initiatives
  • Formulate a 12 month calendar of activity for each market segment identifying:
  • Key messages and media
  • Measurement metrics
  • The role of incentives
  • Response handling