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90 Day Marketing Plan
6/14/2009 at 3:46 PM ET
Hi there, I am trying to create a 90 marketing plan for the last round of a job interview. I really need to get an idea of what to include in it and I am looking to get some advice.
This is a small (50 people)but growing company (going to do approx. $20 mm in revenue this year). From what I know, they want to focus on the web as one of the major mediums. They barely have any online presence.
i would really appreciate if someone could give me some advice on the topics and format.
6/14/2009 at 4:01 PM
I could speak volumes on this. Since its a smaller company-- what they DONT want to hear is you telling them to spend $$ on this ad campaign, mailers, etc.
So, You have two ways to go.
The Guerrilla Marketing 7 step plan is one: Its very easy and requires you to be lazar sharp in targeting your group.
The 7 steps are-- and this is the short version:
Determine Purpose, Benefits of Product or Service (why people buy) Your Target Audience, Niche, Marketing Weapons, Identity and Budget.
The 2nd is expanding on the Marketing Weapons. when I coach clients on this, we develop a 30 day marketing plan. We choose weapons that are not passive. Small businesses need results --not spend thousands on good will or building a brand.
Weapons include: Fusion marketing, follow up, calling a disgruntled customer a day, speaking to x people a day, x # network events each month, take someone to lunch once a week, community involvement, get a testimonial, call someone once a day you don't know, get a referral, get active in a trade org (don't just join-- be active!) etc etc.
We put it on a spreadsheet like form. They track their progress against goals daily. And every month we revise. If it's not working-- get rid of it and substitute another tactic. Don't spend time and money on something that does not work.
This is my "automatic salesperson" program-- and it is easily adaptable to marketing. My belief is good daily marketing habits bring sales-- automatically. And it does. We all do marketing -- sometimes. But do it everyday and things really start to roll. If I was sitting in front of a potential employer-- that is what I'd say. And it's exactly the answer they want to hear. Results.
You'll stand out against the typical marketing type who rants about "time for artistic expression". Those who want to spend money and hope for response. Get results.
Sell Well and Prosper tm
6/14/2009 at 8:15 PM
As always, Carol's advice is flawless. If you're looking for additional input, you might want to take a peek here...
Hope it helps.
For Results You Can Take To The Bank!
6/16/2009 at 9:48 PM
Lot's of good input here :)
I would simply add one piece of advise if I may.
Be careful on they job interview :))
You want to impress them that you know what your doing but you DON't want to pre their marketing plan for them for FREE :))
Give them the major bullet points and direction that you would take the plan in but don't give them the detail of how you will implement it :)
Otherwise f your plan is good - they may just take the plan and leave you out in the cold :))
6/16/2009 at 9:58 PM
lemme tell you. If the only value you have is making a plan go packing. Idea people are a dime a dozen- people pay for execution.
People don't fail cause they don't have a gazillion ideas, they fail cause they don't make them happen.
the book -- Execution -- is one of my faves. Its not just mine-- I sat with a couple (more than a couple) ceo'S and it was like Oprah's book club. People a lot smarter than me had a take away.
You are interviewing-- DO NOT -- make the mistake of being closed fisted. Show your stuff!! Bragg - your competiton is
6/18/2009 at 6:13 PM
Thank you so much for the wonderful advice. I will def. include some of the points in my plan.
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