Marketing Strategy - Building the instruction manual for the toolbox

We're talking a lot about 2010 planning these days! It has been nice to see new faces at our DIG sessions and, this morning at the AIGA BuzZ event. Below are the basics we have talked about as well as some slides from the presentation. Remember that every plan we create is unique- there is no template. Hopefully this information will get you started and don't forget we are here to help if you get lost!

Jenn
Fresh Dirt Marketing, Nashville, TN
jenn@freshdirtmarketing.com
615-279-1502

Marketing Planning for 2010

Marketing Strategy - Building the instruction manual for the toolbox

Holly Rooks Grenvicz, CFMP
Principal, Fresh Dirt Marketing LLC

The Fresh Dirt Philosophy

Marketing as a discipline is really a box of tools. The marketing plan is its instruction manual.
Advertising – hammer
PR – flashlight/megaphone
Web presence – magnifying glass
Events – painter’s tape
Direct mail – screwdriver
Analytics – measuring tape
Loyalty programs – glue
Social media – tacks, nails, staples
It’s backwards…

Most people start with the tools.
As much as it hurts – you have to start with the instruction manual.
Building the instruction manual

Step 1: Knowing who you are.
Core values
Mission
How you measure success

Step 2: Knowing why you exist.
Solving a problem
Identifying a need
Studying the market
Learning industry characteristics
Responding to competition
Demographic trends
Being sensitive to lifestyle changes
Supporting emerging consumer habits
Watching emerging popular trends

Step 3: Knowing who your friends are.
Who are your COIs? Write them down.
Family
Friends
Professional relationships
Mentors
Business associates
Strategic alliances
Partnerships/Sponsorships

Step 4: Knowing that you are still current.
Verify it with Marketing Research

Step 5: The Recon Mission
Know thy enemy
See Competitive Analysis

Step 6: Goal Setting
Be specific.
# new clients
Sales growth?
Entry into new market segment?
Revenue growth?

Step 7: Identify your message
Plan your content
Campaigns, promotions, advertising, social marketing

Plan the work and work the plan.