In some way you should have to get your new product or service in the spotlight. But where to start? Writing a good marketing plan will make your plans concrete and the chance of success gets greater each time. In this article you can read how to do that.
Step 1: Collect information about customer and competitor
Collect good marketing starts with information about your target group, the market, competitors and of course your product or service. Take this thoroughly; it is not a rocket science. With a simple survey among your existing and / or potential customers, you can come a long way. If necessary, get them to cooperate with offering a gift or discount. It is recovered quickly. What does your target group think of your product? If they did not buy it, why they didn’t? Research specialized sites and professional journals on market for more information.
Step 2: Determine which market you want to serve
Defining your market is very important in order to use your marketing budget efficiently. A maker of small sports cars does not have to compete against Volkswagen or Renault, but will have to focus his marketing on a small segment of enthusiasts. His marketing plan will have to be focused strongly on the needs of that target group. The sales and communication channels must connect to this.
Step 3: Focus on your product or service
Positioning is the backbone of your marketing plan. What place does your product or service take on the market? Does it have a special feature such as: innovative, handy, only for women, original Amersfoorts? It is about the core message that you want to convey in your statements. It determines to a large extent about how you talk about your product or service. You have very different expressions about paint than about ice creams.
Step 4: Consider the life phase of your product or service
The life phase of your product determines to a large extent what your marketing looks like. In many cases, a new product or service will market you differently (‘new!’) Than a product that has existed for some time (‘proven formula’). You use other sales channels and a different pricing.
Step 5: Clear your target group
Men or women? Elderly or young people? Hip birds or cautious middle classes? Residents of Groningen or the whole world? Segmenting by target group is an important part of the marketing plan. You can think of training, residence, faith and socio-economic background. Which approach is appropriate? Do you also know where the majority of your target group is located?
Step 6: Investigate the buying behavior of your customers
People drive for a nice bread. Droplets, however, they buy on a spur of the moment when they are at the checkout. By knowing where and when they make a purchasing decision, you can focus your sales efforts very specifically on your target group. The baker with the tasty bread has much more mouth-to-mouth advertising in the area than the maker of liquorice.
Step 7: Set your marketing budget
Money that you spend on marketing needs to be recouped later on. It makes no sense to spend more than you get out of profit. However, you do not earn money if you do not spend anything on marketing. Sit down with a large sheet of paper and count: how do your expenses outweigh the possible extra income? How do you use your marketing euro most efficiently?