Marketing Action Plans

Marketing focuses on the fundamental practices that every company has to carry out – identifying customers, researching their needs and preferences, analysing factors that influence their purchasing decisions and persuading them to buy products and services from you rather than a competitor.

All this requires a strategic plan that is coordinated, considered and realistic in terms of making the most effective use of the resources and budgets available.

Marketing Action Plan

To produce an effective plan, we first need to understand your current activities and the goals you want to achieve.

This is our three-step approach:

  1. Marketing Audit
  2. Creating the MAP
  3. Regular reviews

Marketing Audit

We undertake a confidential Marketing Audit to evaluate the effectiveness of your current marketing activities and how you measure up against your competitors.

A) SWOT

Strengths – Weaknesses – Opportunities – Threats

A SWOT analysis will help your business to identify its internal strengths and weaknesses, as well as any external threats and opportunities.

We normally interview key staff and get them to complete a confidential summary on their views. We can then use this to address the key challenges facing your company.

B) Competitor Analysis

  • Website analysis
    • Visitor Traffic
    • Keyword Rankings
    • Demographics
  • Online advertising
  • Social Media activities
  • Market info & trends

C) Resources & Budgets

Staff, marketing spend etc.

Creating the MAP

From the audit results and our desk research we will now use the findings to produce the marketing action plan. This is the general structure we use:

1. Aims and goals

What is the purpose of the MAP and what are the desired outcomes, this can be sales results, market share, or increased awareness.

But, remember to keep your desired outcomes SMART (Specific, Measurable, Achievable, Relevant and Time-Bound)

2. Target audience

Who are they and what segments can they be found in?

3. Key Competition

 Top three competitor activities

4. USP & Value Proposition

 The value proposition is a statement that lays down how you want to position your offer to a specific segment.

It should make clear who your offer is relevant to and how it is differentiated from the competition.

It will also ensure that you are marketing:

The right product to the right person at the right price in the right place and at the right time.

5. SWOT analysis

6. Marketing Channels

7. Core Messages

8. Internal Collaboration

 Who are the other depts and managers that will need to support and buy in to the MAP?

9. Budgets

 Identifying all the costs to implement the plan

 10. Timescales & Responsibilities

When and who.

Regular Reviews

Agreeing the mechanisms for measuring and reviewing the results achieved. Any refininments can then be implemented.

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