December 6, 2007AO Confluence TM - WillowWorks1 Positioning and Message.

December 6, 2007 AO ConfluenceTM - WillowWorks

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Positioning and MessagePositioning and Message

Developing a 2008 Strategic Marketing Plan

That Delivers Results

Developing a 2008 Strategic Marketing Plan

That Delivers Results

America Outdoors ConfluenceTM 2007

Julie Thorner - WillowWorks

America Outdoors ConfluenceTM 2007

Julie Thorner - WillowWorks


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Our Workshop GoalsOur Workshop Goals Understand what a strategic marketing

plan really is and how it can help you Offer a process & template for developing

your plan that works for busy outfitters Build a framework for your 2008 plan,

identifying key categories and initiatives Take away the 5 planning support tools

that will make your efforts more efficient

Understand what a strategic marketing plan really is and how it can help you

Offer a process & template for developing your plan that works for busy outfitters

Build a framework for your 2008 plan, identifying key categories and initiatives

Take away the 5 planning support tools that will make your efforts more efficient


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Our Workshop ProcessOur Workshop Process Roll up our sleeves and start creating

the primary objectives and key categories of our 2008 marketing plans

We’ll use a small workgroups approach and collaborate to learn from our collective successes and failures

Roll up our sleeves and start creating the primary objectives and key categories of our 2008 marketing plans

We’ll use a small workgroups approach and collaborate to learn from our collective successes and failures


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Hah! - A Real Marketing Plan?Hah! - A Real Marketing Plan? Who has the time to write a plan? I have

a business to run! No one will read it anyway. It’ll be outdated before the ink is dry. It’s overwhelming - where do I begin? It sounds so terribly “planned”, where’s

the spontaneity? But then my objectives will actually be

“out there”- what if I miss them?

Who has the time to write a plan? I have a business to run!

No one will read it anyway. It’ll be outdated before the ink is dry. It’s overwhelming - where do I begin? It sounds so terribly “planned”, where’s

the spontaneity? But then my objectives will actually be

“out there”- what if I miss them?


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Three Parts to the Marketing Plan Process

Three Parts to the Marketing Plan Process

Strategic planning: pre-season Blocking and tackling: in-season Closing the loop (tracking): in-

season and end-of-season

Strategic planning: pre-season Blocking and tackling: in-season Closing the loop (tracking): in-

season and end-of-season


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Key Performance Indicators (KPIs) Are Your Friend

Key Performance Indicators (KPIs) Are Your Friend

Identify them. Track them. Report on them. Take all learnings and adjust your next

marketing initiatives appropriately. Celebrate your wins in real-time (but

only if you know your relevant KPIs). Be accountable. It’s refreshing.

Identify them. Track them. Report on them. Take all learnings and adjust your next

marketing initiatives appropriately. Celebrate your wins in real-time (but

only if you know your relevant KPIs). Be accountable. It’s refreshing.


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First Things First: Big Picture 2008 Objectives

First Things First: Big Picture 2008 Objectives

Define your company objectives: e.g. 10% increase in revenues 6% increase in profits

Define your marketing objectives: e.g. Promote “Destination NOC” Focus on online marketing initiatives to

communicate with guests & prospects Grow our guest email database Develop presence in Atlanta market

Define your company objectives: e.g. 10% increase in revenues 6% increase in profits

Define your marketing objectives: e.g. Promote “Destination NOC” Focus on online marketing initiatives to

communicate with guests & prospects Grow our guest email database Develop presence in Atlanta market


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The Forest and The Trees: Its Important to Check Both

The Forest and The Trees: Its Important to Check Both

Use your Marketing & Sales Budget to help see the 50,000 foot view by making sure that your category spend % allocation maps to your major initiatives.

Use your Executive Summary to make sure that your plan details truly reflect your company and marketing goals. (Write it last.)

Use your Marketing & Sales Budget to help see the 50,000 foot view by making sure that your category spend % allocation maps to your major initiatives.

Use your Executive Summary to make sure that your plan details truly reflect your company and marketing goals. (Write it last.)


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The Well-Integrated Marketing Plan: 10 “Super-Categories”

The Well-Integrated Marketing Plan: 10 “Super-Categories”1. Online: Website, email campaigns, online

ads, PPC, blogs, podcasts, video, etc.2. Customer Database Development:

Direct mail and email campaigns3. Offline: Print ads, publications, brochure

distribution, mass media (radio, TV)4. Onsite Materials: Signs, posters,

billboards, banners, flags, etc.

1. Online: Website, email campaigns, online ads, PPC, blogs, podcasts, video, etc.

2. Customer Database Development: Direct mail and email campaigns

3. Offline: Print ads, publications, brochure distribution, mass media (radio, TV)

4. Onsite Materials: Signs, posters, billboards, banners, flags, etc.


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The Well-Integrated Marketing Plan: Super-Categories, cont.

The Well-Integrated Marketing Plan: Super-Categories, cont.5. Direct Sales: call center, group accounts 6. Press/Public Relations: print, online, social

networking 7. Special Events: support, development,

sponsorship goals, cause marketing8. Intra-Company Marketing

Communication: Most relevant for companies with > 15 employees.

5. Direct Sales: call center, group accounts 6. Press/Public Relations: print, online, social

networking 7. Special Events: support, development,

sponsorship goals, cause marketing8. Intra-Company Marketing

Communication: Most relevant for companies with > 15 employees.


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The Well-Integrated Marketing Plan: Super-Categories, cont.

The Well-Integrated Marketing Plan: Super-Categories, cont.9. Geo-Market Targets: Goals within

identified geographic markets for product /service specific offerings

10. Customer-Specific Market Targets: Goals within identified industry segments or customer groups for specific offerings (families, kids, seniors, etc.)

9. Geo-Market Targets: Goals within identified geographic markets for product /service specific offerings

10. Customer-Specific Market Targets: Goals within identified industry segments or customer groups for specific offerings (families, kids, seniors, etc.)


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The 5 Elements of Every Category

The 5 Elements of Every Category

1. Strategy: What2. Purpose: Why 3. Implementation Plan (Tactics):

How4. Key Changes from Prior Year:

Learnings put to use5. Measurement: So what

1. Strategy: What2. Purpose: Why 3. Implementation Plan (Tactics):

How4. Key Changes from Prior Year:

Learnings put to use5. Measurement: So what


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StrategyStrategy

The “What”: what does this category of initiatives do to drive our business goals?

The “What”: what does this category of initiatives do to drive our business goals?


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PurposePurpose

The “Why”: why is the initiative in our plan; or what is it supposed to accomplish? This step helps weed out ideas that

sound good, but don’t actually deliver what we need to achieve our goals

The “Why”: why is the initiative in our plan; or what is it supposed to accomplish? This step helps weed out ideas that

sound good, but don’t actually deliver what we need to achieve our goals


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Implementation Plan (Tactics)

Implementation Plan (Tactics)

The “How”: how will we implement or execute our strategy to achieve our stated purposes?

The “How”: how will we implement or execute our strategy to achieve our stated purposes?


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Key Changes from Prior YearKey Changes from Prior Year

What is different in 2008 from 2007?

How have we addressed any weaknesses in our 2007 marketing efforts or results?

What is different in 2008 from 2007?

How have we addressed any weaknesses in our 2007 marketing efforts or results?


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MeasurementMeasurement

The “So What”: How will we measure the results of these initiatives and determine success (enter KPIs)

The “So What”: How will we measure the results of these initiatives and determine success (enter KPIs)


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Supporting Tools To Your Plan

Supporting Tools To Your Plan

1. Marketing & Sales Budget Template

2. Master Marketing Calendar1. Media & PR Calendar2. Enews Editorial Calendar3. E-Offers Calendar

3. Direct Sales Calendar

1. Marketing & Sales Budget Template

2. Master Marketing Calendar1. Media & PR Calendar2. Enews Editorial Calendar3. E-Offers Calendar

3. Direct Sales Calendar


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More Useful ToolsMore Useful Tools

6. Strategic Creative Brief: for overall Company Positioning and Ad Campaigns

7. Ad Spec Sheet8. Integrated Direct Sales Framework

Friday’s workshop Campaign-driven Advertising and Integrating Direct Sales teaches you how to put these tools to work for your company.

6. Strategic Creative Brief: for overall Company Positioning and Ad Campaigns

7. Ad Spec Sheet8. Integrated Direct Sales Framework

Friday’s workshop Campaign-driven Advertising and Integrating Direct Sales teaches you how to put these tools to work for your company.


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Test, learn, track, and measure. Go on. Be a marketing hero.

Test, learn, track, and measure. Go on. Be a marketing hero.

December 6, 2007AO Confluence TM - WillowWorks1 Positioning and Message.

Documents

Transcript of December 6, 2007AO Confluence TM - WillowWorks1 Positioning and Message.