| Every small business owner dreams of drawing up a | | | | 4. Message. It is important to work out the |
| good marketing plan, implementing it and seeing | | | | communications element, i.e. the basic message, you |
| revenue increase. It is worth taking a look at the | | | | want to get across to your audience. An inappropriate |
| elements of a strategically relevant plan that is detailed | | | | message could do your marketing campaign more |
| enough for the business person to assess the | | | | harm than good. It could even benefit your competitors. |
| suitability of a large number of available marketing | | | | 5. Media. Once you have clarity about your marketing |
| tactics appropriate to the business concerned. There | | | | message it is time to decide how precisely the target |
| are seven key areas involved when it comes to | | | | market is to be reached. Try to eliminate personal |
| creating a strong and efficient marketing plan for your | | | | preferences from the mix. Just because you like SMS |
| business. | | | | campaigns does not necessarily mean it is appropriate |
| 1. Vision. There has to be a marketing vision that | | | | for your business or your target audience. Endeavour |
| mirrors the overall business vision. So for instance if | | | | to use a wide selection of media. |
| you marketing vision is to expand your market into | | | | 6. Analysis. Determine how you are going to test, |
| previously untapped markets but your business vision | | | | measure and tweak your marketing efforts in the |
| is to carry on doing the same old thing, the two are not | | | | short and long term. Build these methods into your |
| matched. This will weaken your marketing efforts and | | | | marketing plan. This is very important. I would go so far |
| produce negligible results. | | | | as to say that you should eliminate any media where |
| 2. Awareness. For your marketing efforts be effective | | | | your efforts cannot be measured precisely. If your |
| you have to comprehend and accept the particular | | | | intention is to gain new markets then you must make |
| needs, concerns and assumptions of your target | | | | sure that the success of this plan is measurable. This is |
| audience. If you neglect to do so the result will be poor | | | | the only way you will be evaluate and adjust your |
| communications and reduced return on investment. | | | | marketing campaign as required. |
| 3. Competition. It is vital to analyze your competitors in | | | | 7. Funnels. These are marketing systems whereby |
| the marketplace whether direct, indirect or variable. | | | | you should define the process whereby your target |
| Your direct competitors are self explanatory e.g. shoe | | | | audience is addressed, your prospects garnered, how |
| shops compete directly with other shoe shops. Your | | | | they will be informed and how they will eventually |
| indirect competitors compete for the same budget in | | | | become customers. By designing your funnel you will |
| the same general area e.g. movie theatres compete | | | | be able to streamline the process and instill continuity |
| with restaurant for family entertainment spending. | | | | for staff and customers alike. |
| Variable competition refers to external factors that | | | | In dealing methodically with these aspects in your |
| could disrupt your business e.g. a bridge is washed | | | | marketing plan you will be able to build a solid |
| away in a flood preventing customers from reaching | | | | foundation for your campaign on which to base all |
| your offices. | | | | your marketing efforts. |