I was extremely impressed by Carolyn’s superb, informative and entertaining manner during her presentation at a series of events I recently hosted – and that’s an area I have a lot of experience in!
The one page marketing plan
Like most things in life, knowing ‘what’ you want to achieve is far harder than working out the 'how' to achieve it. And so it is with marketing. While most of the marketing plans I write for clients are very detailed and action oriented and about ten pages long, it is possible to summarise most plans into one simple page. Here’s a plan for a hypothetical business Go Organic, a company that sells organic products from a range of local producers, packaging them with the Go Organic brand and retailing them through one shopfront outlet.
Go Organic Annual Marketing Plan
Purpose: To improve the lives and health of our customers by giving them the ultimate organic food experience.
Goal: To increase revenue by 20 per cent.
Objectives:
* To improve local brand awareness of Go Organic.* To serve 5,200 customers (100 per week).
* To attract 520 new customers into the store (10 per week).
* To increase the average spend of every customer by 10 per cent.
* To increase sales by 10 per cent by expanding into other organic products.
Strategies:
Product strategy:
* Increase product range by 15 per cent — organic cosmetics, baby foods, homewares.
* Bundle and package the five most popular product ranges.
* Improve range and quality of fruit and vegetables.
* Launch one new service, either Go Organic fruit and veg box delivery service or Go Organic Catering.
Pricing strategy:
* Increase all prices by between 10 and 15 per cent, depending on competitor price review.
* Offer loyalty discount and incentive program.
* Develop Go Organic pricing menu for packages.
Place (distribution) strategy:
* Increase brand awareness among local businesses and homes within five postcodes of store.
* Develop cross-referral program with 20 other local businesses.
* Develop website for online ordering and delivery.
Promotion strategy:
* Build website and implement search engine optimisation and e-newsletter service.
* Develop database to collect customer email addresses and contact details.
* Host monthly Go Organic cooking nights in store.
* Run advertising campaign and editorial content in two local papers.
* Run Go Organic stalls at six local markets and school fetes.
* Introduce loyalty card program to increase loyalty and sales.
* Give staff communication and sales training and develop incentive program to increase sales.
If you need help getting a plan, there are plenty of ways to do it; take a DIY approach and buy Marketing your Small Business for Dummies; find a friend who’s had marketing success and ask them to help you prepare a simple plan or call me about our Kick Start Marketing Plans. Or if you’re looking for the whole she-bang from plan to execution, call me for a chat and I’ll point you in the right direction. Phone 0412 806 950 or email carolyn@connectmarketing.com.au
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