[ Home | Regional Leadership Conference Index Page ]
Generic Marketing Plan
Generic Marketing Plan What is the product or service you plan to offer? What are the benefits that are different, better than your competitors? What do they watch, read, do with their spare time? Who do they listen to, trust? What demographic information do you have about them? Age, ethnicity, geographic distribution, income, education? If you have existing customers, how did you acquire them? What is their position – who is it tailored for? How is it different from other competitors – and you? Find a niche to fill – describe that niche in one short phrase. Traditional advertising- radio, tv, cable, print Mini-media – brochures, video brochures, newsletters, circulars Targeted media – direct mail, postcards, inserts Promotion – contests, frequent customer plans, slogans (Jingle?), premiums and special gifts, point of purchase for retailers, cross promotion, conferences, publicity Specialized marketing – testimonials, word of mouth, using agencies, community involvement, targeting special groups, partnerships Telemarketing New media - web pages, email, etc. Your evaluation component -- how you know you succeeded in reaching your goals? Checklist: What is the message, what is the action? What is the benefit ? Who is the consumer? What is the position relative to competition? What barriers exist to getting to your target audience? How will you communicate with your customer? How will you measure response? Do you have the resources to support the plan?
Full Circle Associates |