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Building a Marketing Plan

Daryl Abell

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How you are planning to market your business is critical to developing your business. You will need to have a plan to put your business in front of your customers.

Research is an important part of your plan. Investigate who else do your type of business and how busy they may be in relation to the market share. Be prepared to look at even the smaller players in the business who may only do a little of the business. With you increasing the customer awareness of your product or service they may benefit from this and increase their share of the market.

How to Market Your Product

There are many ways of marketing to look at. Evaluate the costs of each and also look at what the opposition are already doing and see if you can tap into their marketing by giving additional services or better products. Try to find out if their marketing is successful. If they are promoting a product similar to yours and you also increase your sales you will know that that type of strategy has worked. Keep this in mind and you can build around this for future use.

The Types of Marketing

Radio is a start but please be careful that you are not being their business rather than getting business by using them. The same applies to television. Both are in business and are trying to make money and you are a customer. Look for value and effectiveness and monitor the campaigns. If they are not successful withdraw instead of just wasting precious money. Leaflet and brochures can be effective but again monitor to see whether they work. Just don't flood the market and expect results. Think about this as do you respond to all the marketing that is sent to you. Look at what is causing you to buy. Internet can be effective if you use it correctly. Big pretty web pages won't sell and slow loading pages will get a quick flick to another site. You are competing against a world wide audience and this can be daunting.

Record your Marketing Plan

Make a record of your plan and do a budget for it. Just don't write a plan and not look at the costing for it. Work out what your want, the market, how it will be delivered, the monitoring and an evaluation plan to see if it works. If you are successful keep it going but still keep monitoring. This seems a lot of work monitoring but don't waste money as it is precious and you need to get value from it. Do the sums for the marketing and don't keep throwing money at a campaign if it only shows a little response. Stop and do something else to get a better effect. To help your monitor your campaign, code your campaigns to see the effectiveness. If you are using coupons to market, this will be easy by keeping the coupon results. Be proactive and ask your customers where they heard about your or your product and keep a record of this to help you decide on a campaign that may be successful.

You can learn more about marketing and business plans by visiting here and to get more information.

Daryl Abell has enjoyed working with computers for 20 years. Has responsibility for computer decisions at work and help with IT problems. Works as financial and operations manager for not for profit community organisation. Does enjoy playing golf and is interested in learning more and always willing to listen and learn new business and IT skills.


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