MARKETING KUNG FU: 25 Things. Every Marketing Department Needs. Use this checklist as a guide or as a starting point for your complete marketing plan.

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1 MARKETING KUNG FU: 25 Things Every Marketing Department Needs Use this checklist as a guide or as a starting point for your complete marketing plan.

2 1 Your Business Plan How big is your market opportunity? Exactly where is money being spent in your target segment? What is your value proposition? What is your product life cycle? What new products will your company offer? 1. Help your management team to ensure your company's business plan is complete 2. Research current market projections for the business plan 3. Produce competitive information for the business plan 4. Make sure the business plan looks great

3 2 Market Research Where and how do consumers purchase this kind of product? Who are the leaders in this market segment? What are your unique selling features? What customer information and support interactions are required? 1. Extensive research on your industry, similar products, pricing and sales techniques 2. Create profiles of your customer types 3. Conduct surveys to find out what potential buyers need 4. Produce a competitive analysis

4 3 Competitive Analysis Who will you take customers from (current market leaders)? What are your competitors doing well in the marketplace? What needs do your prospective customers have that are not being met by current solutions? How can you set the bar higher than your current competition? 1. Create a spreadsheet of competitors with feature and price comparisons 2. Examine the leaders' marketing material 3. Read consumer reviews about competitors' products

5 4 Specific Sales Objectives Company revenue objectives Number of customers needed to meet the revenue targets Number of leads needed to convert the desired number of customers 1. Create a chart with quarterly sales goals and the predicted number of sales leads needed

6 5 Specific Marketing Objectives How many leads are needed Most important sales and marketing assets Best channels for market outreach 1. Interview each department head about their expectations from Marketing 2. Create a written, objectivesbased marketing plan outlining campaign elements 3. Establish a schedule for delivering each asset and program

7 6 Success Measurement How you'll measure success What metrics other managers want to see from Marketing How you will obtain reporting data 1. Create a spreadsheet of success metrics, including key measurement points like total number of customers, total products sold, total brand exposures in the marketplace, total website visitors, total leads generated, total positive customer reviews, and marketing assets delivered

8 7 Mission Statement What value you will deliver to your customers and to the world 1. Create a mission statement reflecting your broadest objectives 2. Identify key words and phrases to use in messaging

9 8 Your Brand What features are unique to your company's product and style What will distinguish your brand from others in the market What icons, images and words connote your industry or product 1. Test your brand on at least 20 representative users 2. Produce images and guidelines for using the logo on different media

10 9 Your Story What started the ball rolling What makes your company memorable 1. Create an origin story. Even if used only internally, this history provides clarity on the path and can be useful in marketing and sales. 2. Create messaging that your audience can identify with 3. Conduct user testing and surveys to refine your messaging

11 10 Product Presentation Key elements of your story to include The most exciting aspects of your product (or service) Benefits of using your product All product differentiators Types of diagrams or infographics that help explain your product Demonstration requirements and potential demo formats 1. Produce excellent product photos or screen shots 2. Create a presentation for each environment or medium (web, video, whitepaper, etc) 3. Test the presentations on all devices and environments 4. Refine the presentations after feedback from the rest of your team 5. Solicit user feedback to help improve presentations

12 11 Imagery What kind of images could represent your product (besides actual product images) What kind of environments your product will be used in What kinds of action shots with people could illustrate its use What kinds images are cliché or overused in your industry 1. Set up a professional photo shoot with models and use case scenarios 2. Produce or purchase highquality connotative images that reflect your industry, brand and style

13 12 Technical Information What customers have the most difficulty with What technical information or documentation is required for your products and their support 1. Organize technical content into categories that make it easy to find 2. Simplify technical information, avoiding jargon as much as possible 3. Create a list of FAQs for your sales team

14 13 Intellectual Properties Key names and designs to trademark Documents that should be copyrighted Internet domain assets Documents to mark as Confidential 1. Submit name and logo trademark applications 2. Submit trademark applications for all product brand names 3. Secure domain properties directly related to your product

15 14 Budget Your ideal budget for marketing Your actual budget Top priorities of the company stakeholders 1. Create a monthly or quarterly budget spreadsheet

16 15 Team What skills you need that you don't have What you will spend the most time on 1. Establish a team and assign skills to each member 2. Determine what talent or services should be outsourced

17 16 Vendors Projects requiring outside equipment or skills Best candidates for outsourced services 1. Keep a list of approved vendors for each type of task (design and production, printing, illustrations, stock photography, sign making, materials and supplies, etc.) with notes about staff and project & payment history

18 17 Partnerships Key manufacturing partners Organizations that are a good fit for your product and can benefit from selling it Potential affinity groups 1. Make a list of companies by category that you could partner with for marketing and sales programs 2. Maintain contact with partners through a newsletter

19 18 Company Documents Members of your team who create public-facing communications Types of documents needed and use scenarios 1. Create templates for letters, proposals, PowerPoint presentations and other company communications 2. Promulgate guidelines for use throughout your company

20 19 Website Types of audiences Primary messaging for each type Key content & sections Illustrative and/or demonstrative requirements Testimonials you can include User and manager features needed (commerce, forum, content management, sharing, or other apps or widgets) 1. Create a design around your brand, featuring your product clearly and prominently 2. Proof and test with every kind of browser, platform and mobile device 3. Set up related accounts ( addresses, social media, integrated cloud services) 4. Set up Google Tools, sitemap.xml, robots.txt 5. Conduct user testing

21 20 Online Footprint Key words and phrases use in your market to describe your product Which social media to engage in Your special or valuable website content Press release content Blog/events content Video content Related social trends 1. Optimize web pages and social media content for search engines 2. Create and syndicate a blog 3. Set up social media, integrate them with the website, and post regular updates 4. Establish a YouTube channel with a product overview video 5. Distribute press releases 6. Cross-promote with partners 7. Ask customers to post reviews

22 21 Advertising The buying process Target audience media habits Best advertising media for your market segment Types of ads Types of landing pages Approaches to product placement Community & affinity group outreach opportunities Ad co-ops and PSA opportunities 1. Create a media kit 2. Create an advertising spreadsheet with media types, costs and sources 3. Establish calls to action and incentives (e.g., special offer, free trial) for each ad 4. Create advertisements 5. A/B and multi-channel testing (e.g., different key phrases) 6. Establish CPM and CPC costs, customer acquisition cost, and minimum MER

23 22 Certifications Certifications and professional associations important to your market and customers (Secure Server, Microsoft Certified Engineer, Certified Organic, OSHA Compliant, Membership with BBB, AARP, AMA, etc) Costs of establishing and maintaining certifications 1. Create a certification list and plan with costs 2. Obtain credentials and display with your product material

24 23 Sales Support Key sales collateral materials needed (presentations, business cards, brochures, gadgets) Sales-to-fulfillment process 1. Survey the sales team about what they need the most to close sales 2. Produce business cards, brochures, presentations, samples and other customerfacing assets 3. Establish a system for tracking leads, closes and losses

25 24 Customer Support Current customer satisfaction rate Main customer satisfaction issues Primary channels for customer complaints 1. Conduct customer surveys 2. Share survey results with product dev and customer support staff 3. Create a preferred channel for customer support 4. Provide a support content corridor that handles the most common support issues automatically or with self-help 5. Establish a closed feedback loop

26 25 Investor Information Information to promulgate to investors Report types and dates (e.g., quarterly updates, annual report) Distribution method 1. Establish report type and frequency with the management team 2. Produce reports for management review and feedback prior to distribution 3. Ensure all reports to investors from every department look great

27 Placemark One

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