摘要:How will the marketing team judge whether the marketing efforts are yielding the desired results? Establish goals such as number of leads to get from the first trade show above. The team can also think through next steps if the initial efforts don’t yield desired results. For instance, if the first trade show doesn’t yield the desired number of good sales leads, how will the team be able to judge what might not have worked, so the program can be tweaked before the next show?
arketing to existing customers who know the company vs. new customers?
? Are there versions of this product or service that are specialized or customizable to various groups and will need to be marketed differently?
This section should identify the target markets, and also discuss how the product/service will be positioned with those markets. (How does this offering differ from that of our competitors? Why should they buy ours? What are our compelling benefits?) This positioning will be key to the details of each marketing
strategy and the information developed to support the various promotional efforts.
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Marketing Plan Outline (continued)
4. Goals of the Marketing Program
What does the company need this marketing effort to achieve? Express this in whatever terms make sense for your product and service.
Externally, is the goal to sell a certain number of units per period (month, quarter, year) starting on date X? Is it to crack a particular new target segment of customers, one you’ve not had an offering for before?
If your service is internal, is your goal to serve a certain number of departments with your IT applications? Or to increase that user base by a certain number of departments?
5. Marketing Strategies
Outline strategies and programs to reach the above goals.
Market Penetration strategies: If this product/service is being introduced for the first time, what is the strategy for getting noticed, gaining a foothold, and establishing an initial customer base?
Market development strategies: If this product/service was introduced previously, and the goal of this marketing program is to grow the customer base, what is the strategy for getting the attention of new target segments, or landing new customers within an existing segment?
Marketing strategies often include approaches such as:
? Use of PR such as mentions in newspapers and publications
? Conference and trade show exposure
? Print marketing
? Direct mail marketing
? Email marketing campaigns
? Offering free seminars to raise awareness and generate leads
? Approaching web sites with free articles to publish
? Offering discounted upgrades to get existing customers to buy the new offering
The marketing plan outlines which strategies will be used for this marketing effort and why.
If you are going after multiple target market segments, make sure the plan is clear about which strategies are aimed at which segments.
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Marketing Plan Outline (continued)
6. Implementation Tactics
This section details the activities needed to accomplish the strategies listed above. If your marketing effort is fairly small or single-pronged (one strategy), this document can include a fair amount of task detail. For larger efforts, this document will summarize the implementation efforts and key milestones, then may refer to a detailed action item list or schedule file that is kept separately.
At a minimum,
- Create a graphic timeline (such as a high-level Gantt chart) showing all the marketing “projects”— the implementation tactics—to give a good overview of the entire program.
- For each marketing “p
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