Q: My
partner and I want to write a marketing plan for our business, but
it seems really complicated. Is there a way to simplify the
process?
A:
Writing a great marketing plan doesn't have to be a headache. I
recommend a simple plan, broken down into five sections, that's
easy to write and follow. If you're creating your marketing
plan for in-house use, you can bullet the sections and make the
writing as brief as possible. Content matters most--not your
writing style. Here's how to write a five-part plan that works
as hard as you do:
Section 1: Situation Analysis
This introductory section contains an overview of your situation as
it exists today and will provide a useful benchmark as you adapt
and refine your plan in the coming months. Begin with a short
description of your current product or service offering, the
marketing advantages and challenges you face, and a look at the
threats posed by your competitors. Describe any outside forces that
will affect your business in the coming year--this can be anything
from diminished traffic levels due to construction if you're a
retailer or a change in law that could affect a new product
introduction if you're an inventor, for example.
Content Continues Below
Section 2: Target Audience
All that's needed here is a simple, bulleted description of
your target audiences. If you're marketing to consumers, write
a target-audience profile based on demographics, including age,
gender and any other important characteristics. B2B marketers
should list your target audiences by category (such as lawyers,
doctors, shopping malls) and include any qualifying criteria for
each.
Section 3: Goals
In one page or less, list your company's marketing goals for
the coming year. The key is to make your goals realistic and
measurable so that you can easily evaluate your performance.
"Increase sales of peripherals" is an example of an
ineffective goal. You'd be in a much better position to gauge
your marketing progress with a goal such as, "Increase sales
of peripherals 10 percent in the first quarter, 15 percent in the
second quarter, 15 percent in the third quarter and 10 percent in
fourth quarter."
Section 4: Strategies and Tactics
This section will make up the bulk of your plan, and you should
take as much space as you need to give an overview of your
marketing strategies and list each of the corresponding tactics
you'll employ to execute them. Here's an example: A client
of mine markets videotape and equipment. One of her goals is to
increase sales to large ministries in three states by 20 percent.
Together we've developed a strategy that includes making a
special offer each month to this prospect group, and one of her
tactics is to use monthly e-mails to market to an in-house
list.
Your tactics section should include all the actionable steps you
plan to take for advertising, public relations, direct mail, trade
shows and special promotions. You can use a paper calendar to
schedule your tactics or use a contact manager or spreadsheet
program--what matters most is that you stick to your schedule and
follow through. A plan on paper is only useful if it's put into
action.
Section 5: Budget Breakdown
The final section of your plan includes a brief breakdown of the
costs associated with each of your tactics. So if you plan to
exhibit at three trade shows per year, for example, you'll
include the costs to participate in the shows and prepare your
booth and marketing materials. If you find the tactics you've
selected are too costly, you can go back and make revisions before
you arrive at a final budget.
You can adapt this plan as your business grows and your
marketing programs evolve. Soon you'll find it's a simple
tool you can't afford to be without.
Kim T. Gordon is an author, marketing coach and media
spokesperson-and one of the country's foremost experts on
entrepreneurial success. Her newest book, Bringing Home The Business, identifies the
30 "truths" that can make the difference between success
and failure in a homebased business. Kim offers one-on-one coaching
by telephone to motivated individuals, providing practical
marketing advice and budget-conscious strategies unique to your
business. To receive free how-to articles and advice, get
information on coaching and appearances, read a book excerpt, or
contact Kim, visit http://www.smallbusinessnow.com,
a huge site devoted exclusively to marketing your small
business.
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.