The marketing plan outlines the activities involved to create interest in your product or service. As defined in the definition of marketing, marketing is a series of action steps taken to grow customer interest in a product or service to the pint of where they have to have it. Therefore, the marketing plan will outline these steps.
Below is a complete marketing plan outline of all activities that are required to get customers interested and buying your product or service.
Overview and Goals of Marketing Strategy
Marketing Strategy Overview
Who are your customers and competitors?
What problems will your business solve or needs will it fulfill? What are you selling and what price?
Where is your target market located and where can you reach them?
When are your customers most likely to buy?
How will you reach your customers?
Marketing Strategy Goals
Creating a strong brand.
Building a strong customer base.
Target Market Analysis
Define your target market by:
Demographics - statistical data of a population
Psychographics - lifestyle of a particular demographic
Niche market - specialized market area
Description of major competitors
Assessment of strengths & weaknesses
Target Market Trends
Methods of Research
Marketing effort allocation - percentage of budget allocated to the various marketing strategies online and offline
Discussion on the strategies that are expected to generate the most new business.
Sales & Distribution Method
Where will you sale and distribute your product or service to the customer?
Stores, Offices, Kiosks
Catalogs, Direct Mail
How will the product be packaged? Who will design it?
How low can you charge and make a profit? How high will the market bear? What will you charge and why?
Is your price going to be less than, equal to, or greater than your competitors? Why?
What is your image? Cheap, Great Quality, Honest, etc.
How do you plan to collect and study buying patterns of your customer for future services and products?
How will you contact, deliver and follow-up with sales material to your target market?
Sales Incentives & Promotions
Cash Back Coupons
Bonuses / Ad-ons
Traditional Advertising (television, radio, print, extreme)
Web Advertising (banner ads, ppc, smart phones, portals/vortals, interactive TV)
How will you build credibility in the marketplace that are more discreet than direct marketing?
How will you build an online presence through community groups, clubs, chats, and message boards?
Will you have an event to attract people to your website or store?
Customer Service Activities
Marketing Strategy Implementation
Advertising, public relations, marketing firms
In the beginning this section will be blank. However, after three months evaluate your marketing results compared to your plan. Describe in this section what is working and what is failing. Remember a business and marketing plan is a living document. Meaning it should grow and improve with your business.