Submitted by: Allan Starr

Since 1976, our marketing agency in Phoenix has developed marketing plans for hundreds of businesses, from one-person startups to elite members of the Fortune 500. All have one thing in common: The fundamentals, as exemplified by those listed below, must be in place before developing strategies and tactics designed to accomplish a specific, predetermined set of objectives.

We always emphasize to our marketing, advertising and public relations clients that a marketing plan should be written in pencil. Obviously, this merely is symbolic language. The actual point we are making is that marketing plans are written to be rewritten in response to changing marketplace conditions and, of course, to offset any counter-moves by the competition. Another reason is that it is only intelligent to make corrective adjustments in the even Plan A is not working quite the way we had intended.

Here, then, is the list our clients are presented with at the outset of each campaign:

1.Know your position.

Determine the specific niche your business intends to fill.

What will you stand for in the minds of your prospects and customers/clients?

In establishing your position, think in terms of

a) your objectives,

b) the strengths and weaknesses of your offering,

c) your perceived competition,

d) your target market, e) the needs of that market, and

f) the trends apparent in the economy.

Ask yourself these basic questions:

What business am I in?

What is my goal?

What benefits do I offer?

What competitive advantages?

What do I fear?

2. Identify your target market.

Then, measure your position against four criteria:

Does it offer a benefit that your target market really wants?

Is it a valid benefit?

Does it truly separate you from your competition?

Is it unique and/or difficult to copy?

3. Create your strategy.

This can be accomplished with seven sentences:

Explain your purpose. (To maximize profits, etc.)

Describe how you will accomplish your purpose (list your competitive advantage and benefits).

Describe your target market(s).

Outline the marketing weapons you ll employ.

Describe your niche.

Reveal the identity of your business. (It develops marketing strategies, etc.)

State your budget (if estimable).

4. Set your positioning statement.

The positioning statement reveals the identity of your offering; it explains what the product/service stands for ? why the offering has value and why it should be purchased. Unlike image, which is the impression you choose to make for your business, identity defines what your business is really about.

5. Develop your marketing plan.

The marketing plan

a) identifies the market,

b) lists your goals,

c) addresses, first, your long-term, then, your near-future vision,

d) considers market share,

e) sets timing,

f) makes projections,

g) provides the promotional framework,

h) specifies the media/methods to be utilized,

i) considers personnel issues and outsourcing,

j) reflects on potential obstacles/pitfalls,

k) considers remedies, and

l) estimates campaign costs.

6. Consider the use of a situational analysis.

An S.A. includes information about your

a) key customers/clients,

b) expected competition, and

c) the possibilities, probabilities and reality of the marketplace at (this) time.

About the Author: Allan Starr founded Marketing Partners of AZ in 1976. He is former governor of the Southwest District of the American Advertising Federation (AAF), two-term president of The Arizona Small Business Assn. and is serving a sixth term on the board of directors of The Greater Phoenix Chamber of Commerce.

marketingpartnersaz.com

Source:

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