7 elements to creating an effective Marketing Plan

Marketing Planning Christine Davey BrightonWhat is marketing? Why is it important to you as a small business?

In its most basic definition, marketing is everything you do to place your products or services in the hands of potential customers. Every time you speak about your business, you are involved in marketing.
Planning is key to help you identify your ideal target market and a marketing strategy will help you focus on the different ways you can communicate with your customers and target the ones that will create most sales.

You’ll need to look at each of the following areas in order to create a comprehensive framework to develop an effective marketing plan:

Product
Simply, what your business offers: this covers the combination of goods and services that your business offers.
Place
This refers to how your customer accesses your product or service; it should be convenient for the client at all times. This could be your business premises, shop or online presence.
Price
What approach will you take to pricing your product? Price communicates a lot about a brand. It is a key factor in the marketing mix – too low may put off the target market, too high will carry a high client service expectation which may be tough to fulfil.
Promotion
Refers to how you communicate with your customers. The objective of the promotional mix is to communicate what the company does and what it offers, to the right people at the right time, in order to acquire and retain customers.
People
All people who come into contact with a potential customer are part of your marketing; they can have a profound effect on customer satisfaction. Your staff or collaborative partners are ambassadors for your business.
Process
The processes you use in the day-to-day operation of your business ensuring that enquiries and orders are effectively managed.
Physical Evidence
This is the evidence you can provide to show you can do what you claim you can do. Asking for feedback from satisfied customers to underpin your expertise and publishing it for potential customers to refer to.

Christine Davey
@DaveyMarketing

If you’d like some help with planning your own marketing Tweet me or call me on 01273 772033 for an initial chat over a coffee!

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