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 Insider Tips - 12 People love to talk marketing and branding but few people like to actually sit down and go through the process of data compilation, analysis and putting the final plan on paper. For small business entrepeneurs in start-up mode, here is a basic outline of the steps to take when considering the creation of a marketing plan. 1. Analyze your business and your market There are a number of basic considerations to look at first: What is the size of your company? What is your service or product? What is the size of your market? Who are your customers? Look at past promotional initiatives your company has taken and examine which ones were successful and why. It is very helpful when outlining your plan to talk to as many people as possible, from both inside and outside your company, and get their ideas about the company and its market niche. Attending trade shows, reading Canadian and international trade publications, and surfing the Web will all assist you in assessing trends within your industry. The more reading and talking you do, the more information you will be able to gather about your own business and those of your competitors. 2. Plan Outline When you sit down to sketch your plan, think of what particular goals you want to accomplish then set budgets and time frames for each goal. Decide how you will distribute your product/service and determine what your projected cost will be. If you feel that you will need funding to accomplish your goals then a marketing plan is a particularly good idea as most lenders request them when considering you for a small-business loan. Now you can begin to look at the creative side of marketing. Determine your main selling points, pricing and packaging…remember that all of this contributes to the message you will be sending your customers. Find a medium for your message. How can you best reach your customers? For each medium you choose, setting a budget for each will help once you begin to track sales and determine which strategies have been most effective. 3. Putting It Down On Paper Once you have decided what you need to accomplish and the way you will go about it, you need to decide what outside suppliers you will need such as printers, photographers, Web site designers, etc. Consider the skills of your in-house staff. Is there some one in your office who has the skills and the time to take on specific responsibilities? Expect your plan to evolve over time but believe in its core message. You should re-visit your plan every few months and analyze your successes and failures. Keep an open mind and be willing to make adjustments when results have been less than you'd hoped. Over time, you will have a plan that will help your business stride confidently into the future.
Call Davidson Communications. We can create newsworthy releases and work out both an effective approach and a follow-up strategy. |
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