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Do You Have a Marketing Plan

Written by: David Frey

Article Overview: Don't fall into the same trap that 98% of all other business owners fall into -- that is putting "fire fighting" as a higher priority than "business building." Use the process outlined in this article and start writing your marketing plan today.

Do You Have a Marketing Plan

It's been awhile since I've written to you and I apologize. December through February are my speaking months and so I've been very busy developing presentations and speaking.

But I felt compelled to talk to you today about an "epidemic" that I've noticed during my speaking engagements these past two months.

The Fatal Small Business Mistake

During my presentations I've asked the business owners in the audience who have a written marketing plan to hold up their hands. Even I was shocked at the response. Out of audiences of an average of 120 - 250 people only 2 -4 business owners had raised their hands!

Wow! That comes out to about 2% of the business owners who had written marketing plans.

Or turned around...98% of the small business owners that were in attendance at my presentations did NOT HAVE A MARKETING PLAN.

Is it Any Wonder Why Small Businesses Have Such a High Failure Rate!

The biggest reasons that small businesses fail is the lack of customers. No customers - No Cash Flow Some experts will tell you that undercapitalization is the biggest reason that small businesses go under.

But my personal observation is that having lots of cash-paying customers solves most financing problems.

It's an Epidemic!

With statistics like this (i.e. 98% of small businesses not having a marketing plan), I believe this marketing mistake has reached epidemic proportions.

In fact, it's a wonder any new start-ups survive without a marketing plan. They are probably a victim of good luck and a great marketplace.

The reason that almost no business owners create a marketing plan (in my humble opinion) is because they are too busy putting out fires.

Instead of focusing on "business building" activities they focus on "administration" activities. They run from one problem to another and suddenly wonder why there are no customers walking through the front door.

Listen, please don't get offended. I do the same thing. Case in point -- look how long it's taken me to write you :-)

Here's a Simple Way to Create a Marketing Plan

Here are two brief articles I've written on the topic of creating a marketing plan. The first can be found at

http://www.marketingprofs.com/preview.asp?file=/Tutorials/frey1.asp

(BTW, this article is one of the most read articles on MarketingProfs.com and holds the record as the longest front page running article on their site.)

Here's another article in which I reveal a simple way to create an effective marketing plan.

http://www.businessknowhow.com/marketing/marketing-action-plan.htm

Start Your Marketing Plan Today

If you're a small business owner, please don't fall into the same trap that 98% of all other owners fall into -- that is putting "fire fighting" as a higher priority than "business building."

Use the process I've outlined in the articles above and start writing your marketing plan today

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Starting a New Business - Congratulations on the first step of deciding to create your own business. First, you have to ascertain if you are going to be selling your products or services to people or to businesses. People purchase products and services for three basic reasons: •To satisfy basic needs •To solve problems •To make themselves feel good. You have to determine which of these three categories your product or service is the solution to. Businesses, unlike individuals, buy products and services for three reasons as well: •To increase revenues •To maintain the status quo •To decrease expenses. Knowing the reasons why people/businesses buy, you should have a picture emerging of who you think your "Target Market" (or ideal customer) is. Once you have zeroed in on your solution, you are ready to create your Marketing Strategy. If you look at any company that has grown rapidly over the past few years, (i.e. WestJet and Starbucks), it should demonstrate to you the importance of Marketing. In simple terms these companies have: •Clearly defined what makes them different; •Who their ideal customer is; •How to reach them; •Why customers should buy from them; •And most importantly why customers should come back again. It is strong Marketing Awareness that singles out the best companies. I can not stress enough how important it is to create a "living" Marketing Plan before you even start. I hope this helps a little in the creation of your plan. All the very best of luck. Remember: "A Goal without a Plan is just a Wish" Miles of Smiles, Marketing Maven
I could use some help with my Marketing Plan Objective - Hi guys, Well I'm off to the UK be back to work on April 10th. In the meantime, I could use some help. My Marketing Plan Objective is definitely not SMART. It doesn't have anything specific, or measurable, it is achievable, it is realistic and it is timed. You're help will be appreciated. Hope to tallk to you in April and see you in May. Judi
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