COMPREHENSIVE MARKETING PLAN WHERE RELIABLE IS WHERE RELIABLE COULD BE WHERE RELIABLE SHOULD BE Simple marketing plans, if researched and implemented effectively, have a much greater impact than higly structured ones. It is important to keep in mind that a marketing plan is a fluid document. Every business needs to begin with a well-structured plan that is based in thorough research, competitive positioning, and attainable outcomes. This marketing plan should set the pace and be the basis for Reliable’s marketing activities over the coming months. However, keep in mind that it can be enhanced and/or redirected based on what proves to be extremely successful.
A strong and effective marketing plan includes outbound marketing techniques (marketer-centric) and inbound marketing techniques(customer-centric).
Other than physical products, what does Reliable offer and/or provide that should be promoted? How will or does Reliable educate clients, potential clients, or craft workers on industrial sites about the depth of the features, uniqueness of the products, how it protects workers, etc.? PRODUCT TRAINING | BROCHURES PRODUCT LITERATURE | DIRECT MAIL
CREATIVE + MEDIA ADVERTISING Managing the CREATIVE (writing copy, design, strategy, etc.), combined with managing MEDIA (distribution of advertising across print, broadcast, digital, etc.) yields a planned and decisive ADVERTISING PLAN.
MARKETING = PUSH BRANDING = PULL Branding is the expression of the essential truth or value of Reliable and its services. It communicates the characteristics, values, and attributes that clarify what it is and what it is not. Marketing is TACTICAL. Branding is STRATEGIC. Every thought, every action, every policy, ever piece of product collateral, every ad, every marketing promotion has the effect of either inspiring or detering brnad loyalty to whomever is exposed to it. All of this affects sales. Branding is as vital to the success of a business as having financial coherence and a vision for the future.
It is Reliable’s compeition, rather than Reliable’s potential customers, that determine your revenues, market share, and profits. Even if you have the majority of your market, keep in mind to never be overconfident or complacent with your position. BE THE LEADER. Market analysis is the regular analysis of the markets in which you operate. If you are not, why aren’t you? If you are not, what will it take to put you in that position? What is the long-term profit potential of your products and services in your markets? Have your competitive strengths been analyzed?
Customer analysis is the regular analysis of the clients and customers you serve and hope to serve. What is Reliable doing to maintain strong and positive relationships to drive future or repeat business? What can marketing do to help mitigate those relationships? How often are customer relationship going to be audited to discover oppotunities or areas for improvement? When analyzing your customers and potential customers, Reliable should consider the following: Is their industry changing? What are their value drivers? What is their decision process? Who are their decsion makers? Have the decsion makers changed?
Is what you offer of higher quality or of better value than your competitors? If not, is there a way to make it believed to be so, through effective marketing? Can you offer something completely unique to Reliable? Analyzing this involves taking in in-depth look at what you are really selling how to properly package or frame it so that your benefits are obvious and clearly expressed above what your competitors offer. Your greatest mistake would be to assume that people will understand why Reliable is imperative or immediately feel that they need Reliable.
COMPETITIVE ANALYSIS is your tool to finding and capitalizing off your differentiators. To effectively market, Reliable needs to be competitive with its products, services offered, promotion strategy, technology, level of customer service, etc. EVERYTHING. Where is Reliable weak? Where you find yourself weak, create a plan fo make Reliable stronger. What value adds do your competitors offer that Reliable does not? And vice versa?
Pricing of Reliable’s products directly affects your perceived value in your markets. It is not intuitive that marketing should be involved in the pricing strategy of your products and services, but there is strong reason that it should be. Marketing is highly involed in guiding the perceived value of your products and services in the markets in which you operate. Marketing should certainly be involved in converstations when pricing is determined. Reliable should never be overpriced or underpriced in its markets.
Marketing needs to understand the goals of those
who are charged with selling Reliable.
Marketing needs to identify and create activities that support the goals of those who are selling Reliable.
Marketing needs to arm sales with the tool needed to close deals and win business.
Part of a sales strategy is identifying how Reliable maximizes high potential accounts. Of those accounts, which can Reliable cross-sell to in the future as updates and additional products/services are made available?
A good publicity story is worth 20 ads. MANAGING AND GUIDING CUSTOMER PERCEPTIONS PRESS RELEASES MANAGING COMMUNICATION INTERNAL MARKETING SPEAKING ENGAGEMENTS PHILANTHROPIC EFFORTS COMMUNITY RELATIONS Believe it or not, the root of public relations is all about managing customer or potential customer perceptions. Continually ask what Reliable could do to create and/or improve customer loyalty. How can Reliable share those relationships or encourage them to share it with others within the industry?
WELCOME TO THE AGE OF DIGITAL BRANDING, DIGITAL MARKETING, AND DIGITAL ADVERTISING. What does a DIGITAL PLAN include? Unless you want to spend a ton of time and money, Reliable must carefully craft its marketing materials to communicate to ...different types of people ...who are in dfferent roles and positions ...who are in different industries ...and ensure that printed collateral appeals to all of them ...at the same time.
WEBSITE (DESIGN AND COPYWRITING)
APP AND TABLET USABILITY
SEARCH ENGINE OPTIMIZATION (SEO)
MOBILE MARKETING
SEARCH ENGINE MARKETING (SEM)
COMPANY BLOGGING
DIGITAL ADVERTISING (PPC vs PPI)
SOCIAL MEDIA ENGAGEMENT
RETARGETING CAMPAIGNS
E-MAIL MARKETING
This is the new standard for business communication.
DIGITAL MARKETING
SOCIAL ENGAGEMENT IS THE NEW STANDARD. It is imperative for Reliable to create an online presence where it encourages and welcomes interaction. Engaging in two-way dialoge and word-of-mouth activities is what drives a substantial number of business interactions. Reliable can leverage online interactions to get one group of people to introduce and “sell” Reliable to another. Considering the importance of innovation to Reliable, consistent engagement in the right social channels shows users or potential users that the company is progressive about keeping up with technology, the way it is changing, etc. Additionally, it builds confidence in Reliable and gives the company and its products and services credibility for buying decisions. Not being actively involved on a social level means that Reliable will miss out on critical conversations. It will miss opportunities to responds to issues or concerns, or create new customer/client relationships. Additionally, Reliable will miss out on opportunities to control its brand and reputation. The digital space is where decision makers these days are finding out about products, their features, and their differentiators.
Proactive marketing is a form of marketing that allows for companies to be agile, real-time, data-driven, and adaptable to the ever-changing space of what their customers could be seeking. Proactive marketing will shows Reliable what’s happening in its landscape with all of its competitors now, and what path the company should take to reach their audience effectively before generating failed campaigns. Looking at Reliable’s marketing in a reactive sense is not the most valuable way to progress its campaigns forward. Since marketing has become more real-time, data-driven, and metrics focused, there are tools and platforms that will allow Reliable to aim and then shoot for success. With proactive marketing, Reliable can see what will attribute to more success in its campaigns. Being proactive allows for the company to benchmark in real-time, analyze data on the fly, and optimize it campaigns to all ensure overall value for the brand. Reliable will be able to see what works, head in that direction, and optimize its marketing faster than its competition.