Marketing Plan The heart of your Business Plan
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- Bethany Webster
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1 Marketing Plan The heart f yur Business Plan
2 Marketing Plan Objectives By the end f tday s sessin yu shuld be able t: Understand where yur fcus shuld be fr success in 2014 Write a slid 30 secnd cmmercial Learn abut yu & yur cmp set The Keep yur friends clse and yur enemies clser adage Learn what wrks, what desn t and where yu can excel Start the base fundatin fr a slid Marketing plan A Gd Marketing plan can help yu acquire c-p funding fr marketing effrts Outline where yur fcus shuld be and hw much yur investment will net yu Set a few gals t reach in 2014
3 Why d yu need a Marketing Plan?
4 A Marketing Plan will 1. Define yur brand 2. Describe yur ideal client 3. Articulate what makes yu different 4. Outline what yu want t accmplish 5. Prvide a rad map fr achieving yur gals 6. Help yu fcus n what is imprtant 7. Outline yur financial cmmitments 8. Create an actin plan (marketing calendar) fr what yu need t d and when 9. Track yur prgress 10. Identify yur Business Mix (ie Travel Types, Segments) 11. Remind yu that this is yur business and nt a hbby
5 Yur Brand Mre than yur lg
6 Yur Brand shuld Deliver a clear message Cnfirm yur credibility Cnnect yu t yur target prspects Mtivate the buyer Yu are yur brand!!! Hw well d yu reflect yur brand s: Missin Statement / Brand Message D yu dress and speak the part?
7 Yu Market Yu What s yur 30 secnd cmmercial? Des it reflect yu and yur agency? Is it a true representatin f what yu d? Yur cmmercial must include: wh yu are yur cmpany's name the prduct/service yu ffer the clientele yu serve hw yu differ frm yur cmpetitin This will differ depending n yur audience, the situatin that brings yu tgether, and what yu hpe t accmplish.
8 What makes yu different? Getting t knw yu and yur cmp set
9 Why chse yu? What makes yu unique and sets yu apart frm the cmpetitin? Yu are the Number One sale Travel prducts are secnd Knw yurself and yur cmpletive set (wh yu are in cmpetitin with fr the client) A SWOT analysis is a strategic planning tl that helps a business wner identify his r her wn strengths and weaknesses, as well as any pprtunities and threats that may exist in a specific business situatin.
10 SWOT Matrix Strengths Weaknesses Opprtunities Threats Strengths Opprtunities Weaknesses Threats Perfrm ne n yurself and yur tp 3 cmpetitrs
11 Client Base Wh is buying travel frm yu. Wh yu want t buy travel frm yu
12 Yur Ideal Client is Describe wh yu want t sell t? Brides Grms Mthers Fathers Single Travelers Adventure Seekers Beach Lvers Businesses Nn-prfits
13 Yur Ideal Client is What is yur client s situatin? Marital Status Husehld Incme Educatinal Level Family Status Family with small children Family with grwn children Empty Nesters Travel Histry Frequent travelers Only rad trippers Passprt Hlder (nly 39% f Americans has a US Passprt accrding t a 2012 Gvernment reprt.)
14 What mtivates them t buy? Value Trust Lyalty Cnvenience Emtin Price
15 Ask yurself.. D yur advertising effrts appeal t yur ideal Client Base?
16 Marketing Plan Basics The Fundatin fr yur plan
17 What ges int a Marketing Plan 1. Executive Summary Tw paragraphs 1. Wh yu are, what yur fcus is and what sets yu apart frm thers. 2. Yur cmpany s missin, visin and its gals (including financial and nn-financial) 2. Situatin Analysis Market Summary Wh are yur ptential clients Market Demgraphics Needs Trends Grwth Sensitivities (Likes and Dislikes)
18 What ges int a Marketing Plan 2. Situatin Analysis cnt. SWOT Analysis Yur Agency Yur Cmpetitin Wh yu lse business t Wh yu want t take market share frm Services What d yu prvide fr yur clients What is yur Niche r Specialty What prducts yu fcus n Keys t Success What distinguishes yur business frm the cmpetitin? List pints fr what needs t be dne t stand abve cmpetitin and stand ut in the market List any issues that need t be addressed in rder t achieve success
19 What ges int a Marketing Plan 3. Marketing Strategy In a paragraph describe the cmpany s missin, marketing bjectives and financial bjectives. Target market Detail market demgraphic including their needs, trends and grwth Psitining Where are yu in the market and where d yu intend ging? Marketing mix (Mre Advanced Plans) Detail the prpsed marketing mix thrugh: Prduct strategy Distributin strategy Prmtinal strategy Pricing strategy Market research
20 What ges int a Marketing Plan 4. Financials Describe the cmpany s budget, schedule and mnitring. Then in greater detail describe: Sales Frecasts including a breakdwn by partner, segment and regin Expense Frecast including a breakdwn by partner, segment and regin if applicable Linking expenses t strategy and tactics (Pssible C-Op pprtunities)with explinatin.
21 What ges int a Marketing Plan 5. Implementatin What is yur ver all plan fr yur marketing plan and what areas yu will be mnitring. Examples: ROI n Bridal shw by lead cnversin and sales ROI n Cruise Night New Client Cst Client Retentin Client Satidfactin
22 Marketing Plan Objectives By the end f tday s sessin yu shuld be able t: Understand where yur fcus shuld be fr success in 2014 Write a slid 30 secnd cmmercial Learn abut yu & yur cmp set The Keep yur friends clse and yur enemies clser adage Learn what wrks, what desn t and where yu can excel Start the base fundatin fr a slid Marketing plan A Gd Marketing plan can help yu acquire c-p funding fr marketing effrts Outline where yur fcus shuld be and hw much yur investment will net yu Set a few gals t reach in 2014
23 Thank yu! Marie Smith Facebk.cm/MarieSmithKHMTravelGrup ext 2130
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