Q: I'm the
owner of a computer software design company, and I need to update
our marketing plan. Where can I get examples of some good plans
and/or programs? I'd appreciate your help.
A: It's a great
idea to update your marketing plan annually and to review and
adjust it quarterly. A solid plan should consolidate all the
required information within an easy-to-follow structure. Over the
years, I've developed an effective format with five concise
sections:
1. Situation analysis. Begin
your plan with a realistic overview of your competition and how
you'll position your company against them. Outline the
challenges you face, then describe the benefits that set your
company apart.
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2. Target audience. List
each primary and secondary target audience followed by a
description of each. If you're marketing to consumers, include
a profile of your target audience based on demographics, such as
age, gender, household income and location. For a B2B plan,
describe your targeted business categories and the qualifying
criteria for prospects in each.
3. Goals. Make a list of
your marketing goals, and assign a completion deadline to each one.
It's vital to make your goals quantifiable. For example, it
will be easier to measure your success if your goal is "Gain
three retail accounts by September 30" than if it's
"Win new retail accounts."
4. Strategies and tactics.
This is the heart of your plan. Define each of your marketing
strategies, and outline precisely which activities you plan to
undertake and the tools you'll produce to achieve your goals.
How will you use advertising, direct mail, public relations or the
Web to reach your target audiences? What types of brochures and
sales tools will you create and in what quantities? Describe your
tactics, and attach media and production schedules with completion
dates.
5. Budget. Once your tactics
are fully outlined, you can determine the costs to execute each
one. If the tactics you've selected are too costly, you can
easily re-evaluate them and look for more affordable ways to reach
your goals.
For more ideas, visit Palo Alto Software's Web site and view sample
plans created with their Marketing Plan Pro program. Or set up a
marketing program online at www.marketitright.com.
Kim T. Gordon is a multifaceted speaker, marketing expert and
media spokesperson—and one of the country's foremost
experts on entrepreneurial success. Her newest book, Bringing Home The Business(Perigee),
identifies the 30 "truths" that can make the difference
between success and failure in a homebased business. From formulas
for positioning a business and creating an image to Internet
marketing strategies and tips for work-at-home parents, by reading
just one truth per day, in one month, readers will master a
complete course on homebased business success. To read an excerpt,
get information on media appearances and seminars, receive free
how-to articles and advice, or contact Kim, visit http://www.smallbusinessnow.com.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.