I'm so excited about my new One Page Marketing Plan I want to share the first part with you now. If you begin to see what it can do for you, I hope you'll get it for yourself.
The purpose of the One Page Marketing Plan is to simplify the steps of creating a practical plan you can put to use immediately. It can be used to support a marketing campaign or to carry out your overall business plan.
We start by gathering pertinent information and answering specific questions. We give you explanations and examples to direct your thinking plus simple tools that provide a structure you can use over and over again. You are both learning and doing at the same time.
When you actually put the Plan to use, you'll not only see positive Results, you'll have started a new habit that will prepare you to reach the next level in your business.
To guide you in creating your One Page Marketing Plan, this booklet will give you the tools and the examples you need to make it clear, simple and easy. The tools and Plan template are included as reference in the main booklet.
At the end, you will find a Case Study with examples of how the study company prepared and completed each of the tools and their Plan. You can access this Case Study and examples beginning on Page 24.
Before we get started I suggest you set up a One Page Marketing Plan folder on your computer. This is where you'll save the blank templates that you download so you can use them again and again. Also save whatever work you complete in the program. You will use it as reference to carry out your Plan.
There are only two basic steps in the One Page Marketing Plan process: Preparation and Planning.
In each section you will be given an assignment with a link to download the interactive template where you'll document the details for your own business. You'll also be directed to the case study and examples that will help you understand how to use these tools.
PREPARATION
As a place to start, I find it's helpful to zoom in on how you're different from your competitors. This allows you to identify and promote what makes your product or service unique.
Even if you think you have no competitors, remember, potential clients/customers are spending their money somewhere. Identify the most likely options. Consider these your competitors.
I. Market Positioning
We start with a SWOT analysis (a fancy term for taking the pulse of your business and your competition in the marketplace). Coming from a market perspective we want answers to the following questions:
What are the strengths of the business?
What are the weaknesses?
What opportunities may be possible in the market?
What threats are possible?
Select three companies that you consider your primary competition. You will be identifying each of their Strengths, Weaknesses, Opportunities and Threats (SWOT) as well as your own.
The purpose of this exercise is to leverage your expertise and products in a way that your competitors do not. Use this analysis to differentiate and position your business within your market.
You'll be applying what you've learned here when you create your One Page Marketing Plan.
NOTE: You can learn a great deal about your competitors by researching their web site and entering them or their products as keywords into your favorite search engine.
You can learn more about SWOT analysis by entering it as a keyword into your search engine. Don't get caught up in the details. Take away the big picture of the SWOT and its purpose.
If you'd like the benefit of the One Page Marketing Plan template and guide to finish your plan, you can order it as a download from my website.
Happy Marketing!
The One Page Marketing Plan - To learn more about this author, visit Marian Banker's Website.
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Marian Banker
(Visit Marian's Website)
A coach with passion for her work and her
clients' success, Marian will inspire and
challenge you to find and stay on your
right path. She is a seasoned executive,
entrepreneur and professional and shares
that expertise with her clients. You can
count on her as a partner and guide to
accelerate the achievement of your goals.
Producer and host for Small Business
Summit 2006, 2007 and 2008, an all-day
conference that brings together small
business owners and technology providers.
Creator of the "Business Success System",
a step-by-step process with tools, text
and a virtual classroom atmosphere.
Since 1995, has coached Entrepreneurs,
Professionals and Executives in transition
to become business leaders. Emphasis is on
what it takes to lead a business to
success.
Holds a Masters in Business Administration
and has over 25 years experience as senior
executive, consultant, entrepreneur,
educator, mentor and coach.
Founded Prime Strategies in 1996 to
provide the small business community with
coaching, consulting and training in
business leadership, translated into plain
English for the typical small business
owner.
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