The Importance Of A Marketing Plan

In today's world, the marketing buzz seems to be surrounding the internet much more than print media. For all the clients I deal with, I have to remind them of the basics of marketing before they launch money at any advertising. There is an amazing rate of new companies opening up these days with a contagious energy to be busy and to work. After a while they see the need to advertise and want things done fast. 99% of the time, they have overlooked the importance of walking before they run. This is perfectly understandable, and I encourage them to maintain their enthusiasm for advertising. First, I provide the list below to them and talk about why they are in the business they are in. With all the points listed in mind, after a brief discussion, most realise the biggest flaw they have is not having a clear Unique Selling Point. Advertising anywhere without a clear U.S.P. is simply adding more noise to the already noisy advertising mediums. In the greater picture, advertising dollars can be saved by knowing what you are advertising before you decide where. Most companies can cut their advertising budget in half, and retain the same return on investment with a better understanding of their own business marketing plan. Have a look through the list below yourself and see if you can use any of the points to change what you advertise, where you advertise and revaluate how much you spend .

How To Create A Marketing Plan.

1. Understand your market and competition.
2. Understand your customer.
3. Pick a Niche.
4. Develop your marketing message.
5. Determine your marketing medium and your marketing budget.
6. Set sales and marketing goals.

Separate your business from your competition.
1. Identify and create your unique selling point.
2. Make your USP specific, definite and clear.
3. Follow your USP to the letter.
4. Integerate your USP into everything you do.

Create a regenerative referral system.
1. Learn how to get the highest quality customers, by referral of a credible third party.
2. Deliberate planning for referrals is better than relying on word of mouth.
3. Correct attitude makes a difference when seeking referrals.
4. Customers want to give you referrals; you need to know when you deserve and how to ask.
5. Identify centres of influence.
6. Start a referral group, with 10 or more people.
7. Avoid giving referral fees, money does not breed loyalty.

Networking your existing customer base.
1. Learn how to get the most of your existing clients.
2. Adopt and stay true to the 20/80 rule.
3. Focus on your best customers.
4. Invite existing customers to do business with you.
5. Engage the prodigal customer.

Joint venture marketing.
1. Find common customers between yourself and other business.
2. Approach your venture partners.
3. Think in advance about how to handle objections.
4. Have a marketing plan for them to increase their revenue as well as your own.

Market yourself.
1. Remember your principal business objective.
2. Maintain your high value activities.
3. Become a master of your own responsive marketing and market yourself.

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