MARKETING THAT MOTIVATES
This is Part 3 in our 5-part New Business Plan.
You’ve identified a profitable opportunity, and you’ve devised a plan to deliver it efficiently. Now you can sit back and wait for the orders to come in.
Not likely! You need to implement some sales and marketing activities to drive that demand. People need to hear about your product, and they must be motivated to take action.
This section will assume that you have already identified your distribution opportunities and profiled your target consumer in your Profitable Opportunity section.
Front line marketing tactics are the things that influence us in our everyday lives. This includes the advertising that we see, the stores that we visit, the packaging on the shelves, the promotions that we play, the sales people that we meet, the events that we attend, and the news that we follow. Click here to learn more about Front Line Marketing.
Online marketing tactics exist in the virtual world. Unlike most front line tactics, the consumer can control these media choices, and can engage in a conversation with you. Consumers choose to visit websites, YouTube, Facebook, Twitter, and Google, and they can stay as long as they like. Click here to learn more about Online Marketing.
Develop a brief plan for the activities that you believe will be the most effective (and affordable) way to achieve your objectives. Remember, objectives can vary. Are you building awareness? Do you need people to sample your product? Does your product need to be demonstrated? Do you want to build brand loyalty? Should consumers stay in touch to get exciting news about your company? Different objectives require different tactics.
Consider the following front line options:
-
Advertising (TV, radio, billboard, newspaper, magazine, buses, etc.)
-
Consumer promotions
-
Innovative packaging
-
Trade shows
-
Events and sponsorships
-
Publicity
Consider the following online options:
-
Website
-
Search strategies (paid and earned)
-
YouTube
-
Social Media (Facebook, Twitter, SnapChat, etc.)
-
Online advertising
-
Email marketing
The timing of your marketing activities may be critical to your success. Click here to learn more about key timing considerations such as seasonality, dayparts, weekparts, holidays and events.
We can assist with the development of your marketing plan. Contact us to learn more about the pros and cons of these many marketing options. Don’t forget to prepare a budget!
