40
PETER MAYER | ©2016 The 2 Day Marketing Plan March 15, 2016 New Orleans Entrepreneur Week PETER MAYER | ©201
| Date post: | 16-Jan-2017 |
| Category: |
Marketing |
| Upload: | theideavillage |
| View: | 129 times |
| Download: | 0 times |
P E T E R M A Y E R | © 2 0 1 6
The 2 Day Marketing Plan
March 15, 2016
New Orleans Entrepreneur Week
P E T E R M A Y E R | © 2 0 1
P E T E R M A Y E R | © 2 0 1 6 P E T E R M A Y E R | © 2 0 1 6
MICHELLE edelman chief strategy officer
P E T E R M A Y E R | © 2 0 1 6
Founded 1967 125 employees $140 million in billings 3 Effies 1 Pete
P E T E R M A Y E R | © 2 0 1 6
P E T E R M A Y E R | © 2 0 1 6
P E T E R M A Y E R | © 2 0 1 6
P E T E R M A Y E R | © 2 0 1 6
P E T E R M A Y E R | © 2 0 1 6
“I have a business plan”
“I’m not big enough to need one”
“I don’t think I’d ever stick to it”
“I don’t plan on spending money on marketing”
“I DON’T HAVE TIME”
“I don’t know where to begin”
SO WHY DON’T ENTREPRENEURS WRITE MARKETING PLANS?
P E T E R M A Y E R | © 2 0 1 6
A marketing plan helps make sense of the competitive business environment.
Small businesses need them even more – prevents panic decisions.
Even if you plan to spend $0 on paid advertising, you will need “the basics” – a Website.
Chances are you will spend more than $0. Make it count.
This is a living document. Not set in stone – your best thinking now.
We’re here to solve: • “I don’t have time” • “I don’t know where to begin”
THE GREAT REASONS TO HAVE ONE!
P E T E R M A Y E R | © 2 0 1 6
10
THE TYPICAL CREATION PROCESS
P E T E R M A Y E R | © 2 0 1 6
COMMITTING ORGANIZING IMMERSING REVISITING
AT LEAST 2 WEEKS OUT 2 HOURS 2 DAYS 2 HOURS A MONTH
Selecting a consecutive 2 day period
Booking 2 hours per
month thereafter
Collecting a few key inputs that will help
the exercise go smoothly
The 2 day, structured plan
development period
Revisiting the entire plan once a month
THE 2 DAY MARKETING PLAN
11
P E T E R M A Y E R | © 2 0 1 6
COMMITTING
BECAUSE WE’RE DOING THIS THING.
RIGHT?
12
P E T E R M A Y E R | © 2 0 1 6
• You need 2 consecutive days, at least 2 weeks from now
+ Days that have no other commitments
+ In a place where interruptions will be scarce
• Then select 1 repeating day a month that you will review the plan in a 2-hour block
• Book your calendar
• Don’t unbook!
COMMITTING IS NOT EASY
COMMITTING
P E T E R M A Y E R | © 2 0 1 6
14
P E T E R M A Y E R | © 2 0 1 6
ORGANIZING
SETTING YOURSELF UP FOR SUCCESS
15
P E T E R M A Y E R | © 2 0 1 6
• Only 2 hours total is necessary
• You will make a “marketing wall” in the place where you’ll spend your two days
• This wall will contain your total communications impression
• If time, do it for your key competitors too
• Make sure you pack up your data so it’s at the ready
+ Business data
+ Marketing data & analytics
SPEND SOME TIME PREPPING FOR YOUR SESSION
ORGANIZING
P E T E R M A Y E R | © 2 0 1 6
IMMERSING
DAY 1: DISCOVERY
17
P E T E R M A Y E R | © 2 0 1 6
• Total time: 6-7 hours
• Exercises and activities in 30 – 120 minute stints
THE FIRST DAY IS ABOUT STRUCTURED LEARNING
IMMERSING
COMPETITIVE POSITIONING STATEMENT
(1 hour)
PLAN FOUNDATIONS (1 hour)
Origin Story
Business Definition What Success Looks
Like Business Barriers
SELLING BASICS (.5 – 1 hour)
Sales Trends Distribution
COMPETITIVE
ANALYSIS (2 hours)
Competitive Deep Dive
Competitive Matrix Trend Identification
CUSTOMER ANALYSIS
(1 hour)
Loyalty Rating Typical Customer
Profile Best Customer
Profile Influencers
Target Direction
P E T E R M A Y E R | © 2 0 1 6
19
ORIGIN STORY EXAMPLE
IMMERSING
P E T E R M A Y E R | © 2 0 1 6
20
COMPETITIVE PATTERNS EXAMPLE
P E T E R M A Y E R | © 2 0 1 6
21
BEHAVIORAL COMPETITION EXAMPLE
versus
P E T E R M A Y E R | © 2 0 1 6
22
COMPETITIVE MATRIX EXAMPLE
IMMERSING
P E T E R M A Y E R | © 2 0 1 6
23
CULTURE WATCHING EXAMPLE
P E T E R M A Y E R | © 2 0 1 6
24
CUSTOMER MODELING EXAMPLE
The Typical Customer looks like everyone. 93% of US adults purchase fresh chicken. The Core Customer: • A heavy user of our
product • Runs the household
(decision maker and primary shopper)
• Traditional values (like our brand)
The Prime Prospect: • A heavy category user
but not using our brand
• A look alike in every other way
P E T E R M A Y E R | © 2 0 1 6
25
CUSTOMER PROFILE EXAMPLE
P E T E R M A Y E R | © 2 0 1 6
For __A______, my brand is the only ____B_____ that provides _____C_____. This is because unlike competitors, it offers _________D____________.
A = a summary statement about the customers you plan to attract and build
B = business or product type
C = your top benefit(s) from your competitive matrix
D = your strength(s) that prove the benefit(s)
26
END OF DAY 1: COMPETITIVE POSITIONING STATEMENT
IMMERSING
P E T E R M A Y E R | © 2 0 1 6
For busy pet parents who want (or need) to feed homemade pet food, The Honest Kitchen is the only shelf-stable commercial dog food that provides the goodness of homemade pet food without the hassles of doing it yourself. This is because unlike competitors, it offers human grade food, dehydrated for quick rehydration at feeding time, made in a real kitchen with love.
27
END OF DAY 1: COMPETITIVE POSITIONING STATEMENT
IMMERSING
P E T E R M A Y E R | © 2 0 1 6
IMMERSING
DAY 2: APPLICATION
28
P E T E R M A Y E R | © 2 0 1 6
• Total time: 7 - 8 hours
• Exercises and activities in 30 – 120 minute stints
THE SECOND DAY IS ABOUT APPLYING YOUR INSIGHTS
IMMERSING
PLAN FORMULATION,
PRIORITIZATION & SCHEDULING
(2 hours)
Assess current tactics List needs from Ideal/
Real exercises Prioritize
Document Schedule
CUSTOMER JOURNEY
DIAGRAMMING (1 hour)
Map the steps
customers take from “unaware” to “in a
relationship”
SALES FUNNEL DIAGRAMMING
(1 hour)
Map the steps, barriers, and metrics in the sales process
IDEAL WORLD
EXERCISE (1 hour)
Solve the customer
journey with all possible tactics
REAL WORLD
EXERCISE (1 hour)
Solve the customer journey and sales
funnel with available resources
COMPARISON EXERCISE – 30 minutes COMPARISON EXERCISE – 1 hour
P E T E R M A Y E R | © 2 0 1 6
30
CUSTOMER JOURNEY EXAMPLE
IMMERSING
Barrier: if she is shopping with her kids, she is going to be distracted.
Barrier: she may be too time-pressured to proactively find new solutions.
Best Customers are similar to this typical customer, but are feeding a much larger family.
P E T E R M A Y E R | © 2 0 1 6
31
SALES FUNNEL EXAMPLE
IMMERSING
Best Customers are more affluent and aren’t worried about an extra $2 a month – they convert at 75%. • Typical customer conversion per funnel: 4 out of 100 • Best customer conversion: 5.5 out of 100
P E T E R M A Y E R | © 2 0 1 6
32
IDEAL WORLD
EXAMPLE
IMMERSING
P E T E R M A Y E R | © 2 0 1 6
Your subscription business has a barrier in the consideration phase of the funnel because it costs $2 per month more than the competition.
But in your competitive matrix, people are complaining about customer service of the competition and yours is stronger. They also complain about the amount of on-site advertising – which you minimize.
You might conclude that it is worth hitting prospective customers hardest during the consideration phase with messages about the $2 buying them the things they most want: better service and less ads. This includes advertising on competitive products to remind them that they would not see ads on your service.
•
33
RECONCILING THE JOURNEY AND THE FUNNEL EXAMPLE
IMMERSING
P E T E R M A Y E R | © 2 0 1 6
34
COMPARISONS & INSIGHTS
Detailed notes for your current tactics
+ Messaging
+ Competitive clarity
+ Fit for journey and funnel
+ Visual continuity
+ Tone of voice
IMMERSING
P E T E R M A Y E R | © 2 0 1 6
35
DOCUMENTING AND CREATING THE PLAN
• Long tactical list from journey, funnel, and current marketing change wall
• Rank by business goals from day 1
• Determine what you or others in your company can accomplish REALISTICALLY; hire third parties for the rest
• Document today – especially what must be handed off to others
• Schedule – starting with the top priorities – but in a way where differences can be felt each month.
IMMERSING
P E T E R M A Y E R | © 2 0 1 6
REVISITING
TRACKING PROGRESS AND EVOLVING THE PLAN
36
P E T E R M A Y E R | © 2 0 1 6
• Once you disperse parts of the plan for execution and talk others through it, the marketing plan will become a team sport
• Implementation will lead to optimizing and further learnings
• Having a team meeting once per month assures
+ Progress is noted
+ Changes are applied
37
ONCE A MONTH FOR 2 HOURS
REVISITING
P E T E R M A Y E R | © 2 0 1 6
38
P E T E R M A Y E R | © 2 0 1 6
ANY QUESTIONS?
39
P E T E R M A Y E R | © 2 0 1 6
READY TO HELP YOU!
M I C H E L L E E D E L M A N
40
504.210.1253
