Marketing plan template

A written marketing plan will help you to think about your approach to marketing, customer segments and promotion.

Key marketing objectives:



Sales targets

This year:
Next year:
Year after:

The number of customers we will need in order to hit our sales target:
This year:
Next year:
Year after:

Competitive analysis

Who are we up against?

Segmentation strategy

Smart businesses focus on niche market areas. This gives you more credibility and message repetition. A market segment = a group of people with shared needs.

Segment 1 =

Segment 2 =

Segment 3 =

Segment 4 =

Positioning strategy

How do we want clients to perceive us in the marketplace? For example – Lowest price? Best service? Highest quality? This is all part of the differentiation process.

Differentiation

Our decisions on segmentation and positioning, combined with a competitive analysis, will help us to decide on how we are going to make our business ‘stand out from the crowd – click here‘.

Brand

* What is the big idea behind our brand?
* What are our brand values?
* Happy with our logo?
* Which font do we use?
* What is our strapline?

Customer Relationship Management

CRM = A customer-focused strategy, designed to optimise customer satisfaction, revenue and profitability. It includes all of the touch points where we interact with our customers, as well as appropriate CRM software.

Products / Services

Include key features and benefits. What, if anything, is unique about them?
Product, Service or Category 1:
Product, Service or Category 2:
Product, Service or Category 3:
Product, Service or Category 4:

Price

Are we operating on a cost-plus basis (i.e. calculating our costs and adding a gross profit percentage on top) or a market-based pricing model?
Alternatively, are we setting our own prices? How can we optimise our pricing?

Place

Where will we / do we sell our products / services?

Promotion

How much time can be devoted to promotional activities?

Promotional techniques for brand awareness and sales enquiries (bearing in mind that there are 300 techniques to choose from). For example:

INTERNET MARKETING

► Website CMS? (Content Management System, i.e. WordPress). Website address:  www.

► SEO (Search Engine Optimisation). Review or create a keywords list and apply on-page SEO.
Review inbound links, anchor text links and other SEO ideas.

► Social media
– Twitter handle: @
Number of Twitter Followers:
Tweets per day:

– YouTube URL:
Number of videos uploaded:
Number of subscribers:

– Facebook URL:
Number of FB Friends:
Number of Likes for Company page:

– LinkedIn Profile URL:
Number of LinkedIn connections:
LinkedIn Company page URL

► Blog
Blog URL:
Frequency:

► e-Newsletter
e-newsletter system (i.e. MailChimp):
Number of subscribers:
Frequency:

► Video strategy

NETWORKING Face to face and online.

EVENTS
► Exhibitions
► Speaking opportunities

PRESS RELATIONS
► Media list
► Press contacts
► Press release ideas

PRINTED MATERIAL
► Business cards

REFERRALS
► WOM (Word of Mouth Marketing) system

Integration

To what extent is our marketing mix integrated? For example, is there a consistent look and feel? Do we highlight cross-selling opportunities?

Measurement

How did people find us? Results and feedback – to be recorded on a monthly basis and compared with our marketing plan, to see what’s working. Appropriate action to be taken.

 

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