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THE MARKETING PLAN: Getting it in writing
A well-thought-out marketing plan keeps you moving in the right direction. Clearly articulating your business’s core purpose, key messages, differentiating characteristics and specific goals gives you the foundation for sales materials that inspire your target audience to respond—and to buy.
All marketing plans feature these key elements:
- Company status and marketing baseline
- Core business
- Marketplace position
- Five key messages
- Differentiating characteristics
- SWOT analysis
- Customer profile
- Target markets, primary and secondary
- Marketing goals and objectives
- Tactics and initiatives
We can also enhance your marketing plan with these optional additions:
- Competitive Analysis – Uses data we collect from sources including public records, trade associations, industry publications and web sites
- Sales Process Analysis – An in-depth look at how your reps use marketing materials on sales calls, frequency of prospect contacts, number of calls to make a sale, biggest challenge reps face when selling your products, and reasons prospects buy from your competitors
- Collateral Analysis – Review of all printed and electronic marketing and sales materials to assure each piece represents your brand, states your key messages and presents your differentiating qualities
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