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Casual Articles - Marketing Planning Made Simple - Another Small Business Power Tool
Once upon a time there lived an innocent, hardworking manager. One day he dared to wander from the safety of his open-concept office to speak out at a team meeting. He was immediately challenged, nay attacked, by another team member and his senior manager, embarrassing him in front of his peers. Plagued by downsizing, this noble manager feared for his job. A senior human resource professional saved the day through mediation. From that day forward, the manager carried that scar and never trusted anyone enough to speak out again.I am a management consultant and corporate coach.
1. The situation. Is this a new or existing product or service? If it has competition, how is it better than the competition? Bigger? Lasts longer? E
Increase Market ShareFew, are the businesses that do not desire to increase their market share. Unfortunately, very few know how to achieve this lofty goal. Below are a number of ideas that should prompt your thinking in areas of developing strategic alliances to increase your market share.Co-branding such as snack manufacturers who are now mixing two nationally known names and logos on a single product. Examples of this are Betty Crockers' Soda-Licious, soda pop fruit snacks, made with 7UP and 7UP Cherry. Also, is the popular milk chocolate-covered Pretzel Flipz by
Well, I’m just enough of a skeptic to believe that many of these books were designed more to make money for their publishers and authors than to make marketing planning simple and understandable.
I spent more than 30 years working with very successful small business people who never wrote a single marketing plan. Why didn’t they need complex, 100-page marketing plans chock full of statistics, charts and graphs like the experts recommend? It’s because they knew exactly where they wanted to take their companies and how to get them there and they were universally successful.
The fact is they basically carried their product “marketing plans” around in their heads. That’s how simple marketing planning can be. In fact, if you strip marketing planning down to its most basic elements, you could just about write your plan on the back of a napkin.
Okay, that might be a bit of an oversimplification, but let’s look at the six basic things you need to know for successful marketing planning.
1. The situation. Is this a new or existing product or service? If it has competition, how is it better than the competition? Bigger? Lasts longer? Ea
Finding the best place to purchase your merchandise is of paramount importance to the small business owner. Sometimes the items that you want to sell in your store are hard to find at reasonable prices. Many times, wholesalers will not sell to a small business because they have so many larger outlets that will purchase a lot more of inventory.One example that comes to mind is Nike shoes. The owner of a small clothing store that also carried shoes contacted the Nike Company and found the name of the representative for that area. After contacting
I spent more than 30 years working with very successful small business people who never wrote a single marketing plan. Why didn’t they need complex, 100-page marketing plans chock full of statistics, charts and graphs like the experts recommend? It’s because they knew exactly where they wanted to take their companies and how to get them there and they were universally successful.
The fact is they basically carried their product “marketing plans” around in their heads. That’s how simple marketing planning can be. In fact, if you strip marketing planning down to its most basic elements, you could just about write your plan on the back of a napkin.
Okay, that might be a bit of an oversimplification, but let’s look at the six basic things you need to know for successful marketing planning.
1. The situation. Is this a new or existing product or service? If it has competition, how is it better than the competition? Bigger? Lasts longer? E
Most vitamin stores offer very good customer service and the people that work there are very knowledgeable about all the products. This level of customer service is something you do not see in most retail stores. The vitamin business requires special care and the customers always have lots of questions. Being able to answer these questions is indeed a major step in great customer service for a vitamin store.Unfortunately, with unemployment rates so low it is really hard to find someone who really knows their stuff when it comes to vitamins. Nevertheless, it is required that eac
The fact is they basically carried their product “marketing plans” around in their heads. That’s how simple marketing planning can be. In fact, if you strip marketing planning down to its most basic elements, you could just about write your plan on the back of a napkin.
Okay, that might be a bit of an oversimplification, but let’s look at the six basic things you need to know for successful marketing planning.
1. The situation. Is this a new or existing product or service? If it has competition, how is it better than the competition? Bigger? Lasts longer? E
Security Services Internet is essential if you are working online today. The need to have the highest protection should be of the up most importance to your marketing, promoting, advertising, sales and running of your business.What is Security Services? Security Services are trained technical service people who keep an eye on your internet security. Why is not the security on my computer enough? It isn’t in short, the amount of exposure any of us receive on any given day if we are plugged into the internet is overwhelming. Security Services Internet can be compared to services
Okay, that might be a bit of an oversimplification, but let’s look at the six basic things you need to know for successful marketing planning.
1. The situation. Is this a new or existing product or service? If it has competition, how is it better than the competition? Bigger? Lasts longer? E
Soon after I finished a brief seminar on how to accomplish more in less time every day, Roger shook my hand and said, “I can use what you said. But there is one thing you didn’t talk about. It is something that drives me crazy. I can’t get anything done because I’m in meetings all day long. We have gone overboard on meetings. We discuss practically everything as a team before making decisions.” I asked Roger for his card and I called him later that afternoon with some ideas that could help get him and his team out of their meetings trap.Don’t let meetings keep you from getting y
1. The situation. Is this a new or existing product or service? If it has competition, how is it better than the competition? Bigger? Lasts longer? Easier to use? Offers more features? Priced better? You should be able to sum up your situation in a couple of sentences. If not, maybe you don’t really understand the situation.
2. The market. How big is the market for your product or service? This can be defined in terms of total dollars, number of units sold or any other quantifiable number. The important thing is to know the size of your market because only by knowing this can you define a marketing objective. You also need to define what the market looks like -- Males, age 25-45? Soccer Moms? Working mothers? Seniors? Childless couples? A market isn’t just numbers, it’s people. And it’s important to understand where they are economically, what’s important to them, and what problems you can help them solve.
3. Strategy. Now that you have defined your situation and your market, it should be easy to develop a marketing strategy. For example, if your product is footless, control top panty hose, your strategy might be to “focus sales efforts on figure-conscience wome
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