Has anyone made and used a Marketing plan effectively!!!

[JuteBag]

Hi,

I would like some advise on whether writing a marketing strategy plan has helped.

We have many options to market our eco-friendly hessian bags at the moment but can't decide which would be the most beneficial. For example: Internet advertising on Google, Cold calling, sending out brochures/samples, mass-emailing, sponsoring an event, press releases, etc. Our budget is 2 to 3 thousand pounds but we can't afford to do everything within this budget. Is a marketing agency worth the money they charge ?

Our aim is to market to other business who may want to use Eco-Friendly bags to promote their brand or package their product or use it as a gift hamper.

Any advice would be appreciated.

Kind regards

[Jayne]

Hi,

Welcome to the forum :D

Maybe you could send small samples out to bigger firms and flyers to smaller ones.

Jayne

[John Robins]

Hi there and welcome,

A marketing plan is an absolutely invaluable tool. The starting point though is not where you want to advertise, but a clear profile of who you expect to buy. Here are some useful headings for a marketing plan take the time to write a good paragraph or more under each, even if the same information features in other business documents:

1. Clear definition of the product. eco-friendly Hessian bag is not enough. A clear list of what it can be used for and why people would want to use it over current alternatives, together with a list of features an their appropriate benefits. Rank use scenarios in order of expected sales volume. Where you think the market is most likely to take the product up at the top.

2. Leading on from the above, define your target audience in relation to your use list above. 'Everyone' is not a good audience. Male/Female, Young/Old, Rich/poor, certain geographic areas over another, single married, with or without children etc.

Whilst you may think that everyone may want your product, there will be a core target audience that will represent the 'early adaptors', or where you can achieve the greatest volume of sales in the shortest period of time.

3. Current product positioning. Is there an existing perception of your product in the market. What is it? Old hat, new and exciting, trendy, boring etc.

4. Desired positioning. How would you like people to perceive your product. (Wow this is the best thing since sliced bread, from what are you talking about is probably to big a shift, so consider what positioning is realistic.

Having listed what you think it will be most used for e.g. carrying shopping or laundry? (just an example could be whatever you think).

And a profile (and personality) for the person you think in the first instance you think are most likely to buy it.

And an indication of what you would like people to think about your product should start to help you move on the next stage of deciding what is the most cost effective way of placing your product in front of these people and persuading them to buy. It's not just about awareness, its also about getting people excited enough to hand over some cash.

It may be on google, it may be on leaflets at local laundry mats. Are you looking for bulk sales to retailers or direct sales to customers? (if it is retailers although, it is more difficult, profiling the nature of the individuals can also be more helpful than just saying retailers. Are they mature businessmen or mom & pop stores. What is the buying/supply chain/process for your product from supplier to end user.

By detailing all of these issues in the forward of the marketing plan it should become progressively clear where best to advertise and what to say in your ad.

Lack of marketing effort (and skills) has been listed on another thread as one of the top ten reasons for business failing. There is no doubt in my mind that experienced marketing professionals can be worth their weight in gold as they can undertake the research and carry out the analysis so that your marketing budget is placed in the most effective locations and in a way the achieves the best results. Unfortunately you probably don’t have the budget to do it, so I would propose that you try and lay your hands on some good marketing books and without question take the time to write a good marketing plan which will in turn lead you to a good advertising strategy an effective creative brief and media plan.

Sorry that this is a bit generic, but hopefully it will get you started.

All the best, JR

[daveashton]

You need a process because in sales in needs to be repeatable.

You need to know cost to make sure you make money

You need to monitor to make sure you can fine tune.

So yes a marketing plan is key!

[10 Yetis]

It's Friday and no-one wants to read one of my long rambles... in (semi)-short...

Yes

A marketing plan is vital otherwise you just end up plodding along trying a few ideas here and there without really having a goal, or indeed... a plan. The plan also makes sure you to take a step back and measure how well each element of the campaign has been (vital vital vital).

The areas you mention are all part of what we marketing luvvies call, "the marketing mix". I.e. PR, Direct Mail, Telephone calling, advertising, viral marketing ect all combine together to form the marketing mix.

I have an old FREE newsletter here http://www.10yetis.co.uk/september_newsletter.html * which gives you more of a quick breakdown as to how it works (yes a plug, but hopefully a helpful one).

You should be able to fund quite a strong marketing campaign with your budget so crack on and get planning.

There are loads of us about who can help.

Have a Jim Bowen style, "super smashing great" weekend.

:)

* In case anyone tries to get the latest newsletter and finds it does not work... we know. We are in the middle of updating the site and switching hosting companies. If you are itching to see the latest few newsletters PM me and I can send them over... :shock:

[GaryReid]

Amit

I'm assuming you are purely B2B and don't do a lot of B2C?

The first question you need to ask yourself is whether you want get involved in a 'push' or 'pull' strategy, or maybe both.

Push is where you connect with end users of the product and push them to your retailers, pull is where you connect through the channel and help your retailers get customers.

I'm sure it doesn't take an idiot like me to point out how each require you to 'know' different things.

Your website for instance, if I wanted to buy a bag, a single bag today, just for me, ok maybe for my wife as I'm not sure a Jute Bag is actually right for me, how would I do this? It would make sense to forward people like me to one of your online retailers. There's a bunch more stuff but...

Once you know which one you want to go with it will give you a clearer idea of where to start. For instance, do you advertise in a magazine with a list of retailers or provide retailers with copy to create their own adverts - not that I'm suggesting you do either of these things. You'll usually find 'pull' advocates provide POS stuff for free and 'push' tend to charge for them on the basis they are sending you customers. And so it goes on in the crazy world of retail...

To answer your question on marketing plans - no they probably don't work, 75% of all new products launched by Fortune 500 companies fail, they all write them, I know as I've had the mis-fortune of working for some of them. Even Philip Kotler (grandaddy of some of the marketing theory being bandied around) thinks marketing is in a bad state and he sure is right.

Should you hire a marketing agency? Depends on what you want them to do, if it's to write a marketing plan then no. Always have a really, 100%, absolute clear objective for any agency you hire, otherwise they will either 'generic' you to death, this is big bucks for the agency for little work, or lead you down some creative path with the meter running.

However, the really good agencies can take a solid, clear brief and make it into something wonderful. Wonderful however doesn't always translate into profit. And wonderful also costs a lot of money.

I would say your web presence is key, get it right and you could drive customers to your retailers, start doing this in numbers and retailers will call you. OK enough as I hate to read long posts so I'm not sure why I've written one :)

Gary

[Marke[T]hink]

Just to share my thoughts.

Marketing is about understanding and satisfying your customer needs.

And, marketing plan is a structured way of putting all your thoughts together.

While effective marketing plan is a plan which is well thought and execute based on customer understanding, plus on-going efforts to learn and flexibility to improve your marketing activities to ACHIEVE your obejctives.

With those in mind, my personal opinion is only you and your people can deliver an effective marketing plan.

Remember it is not just about writing the plan. It's about a change in your thought process and culture to serve your customers and deliver your promises.

It's easy to say than do it. I'm still working to polish my skills. But, if you need more help do email me. I believe we can learn from each other.