Impact vs effort guide for small business

30/04/2015

IMPACT versus EFFORT Module 1 – Identify HOWTO Market My Small Business

© 2012-­‐2015 MY PR plus HOWTOMARKETING™

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In this section + PRIORITISING MARKETING AND COMMUNICATION TOOLS + THE IMPACT VS EFFORT MATRIX + VISUAL REPRESENTATION

HOWTO Market My Small Business

© 2012-­‐2015 MY PR plus

© 2012-­‐2015 MY PR plus HOWTOMARKETING™

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Prioritising marketing and communication activities

+ Prioritise from your wishlist – all of the activities from your marketing and communication tactics sheet in your howtomarketing master strategy template + My Impact versus Effort matrix will help you prioritise + The template should have automatically populated your ‘Impact vs Effort’ sheet with the list of marketing and communication tools you chose on the previous sheet + Now you just need to work your way through each one and allocate a score for ‘Impact’ and a score for ‘Effort/Cost’ + 1 for very low impact; 2 for low impact; 3 for moderate impact; 4 for high impact; 5 for very high impact. + 5 for very little cost/effort; 4 for little cost/effort; 3 for moderate cost/ effort; 2 for significant cost/effort; 1 for maximum effort cost.

The Impact vs Effort matrix IMPACT

MARKETING/COMMUNICATION ACTIVITY OR TOOL (The below tools are automatically populated from the previous 'Marcomms Matrix' sheet. You can overwrite the information though if you like) Billboard Flyer Facebook page

EFFORT (AND COST)

Score

Priority

Number here 1 to 5. 5 for very Number here 1 to 5. 1 for very little cost/effort; 4 for little cost/ low impact; 2 for low impact; 3 effort; 3 for moderate cost/ for moderate impact; 4 for high Auto calculation Auto calculation effort; 2 for significant cost/ here here impact. 5 for very high impact. effort. 1 for maximum effort USE ONLY NUMERALS 1, 2, 3, 4 cost. USE ONLY NUMERALS 1, or 5 2, 3, 4 or 5 5

1

5

6

3

3

9

5

4

5

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+ The red columns auto populate and calculate a score then an priority number + Activities with the highest score are your top priority + Priorities are number 1 to 9 with number 1 being your first priorities and 9 being your last priorities

HOWTO Market My Small Business

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© 2012-­‐2015 MY PR plus HOWTOMARKETING™

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Visual Representation impact vs effort/cost matrix.

Very high impact (5)

High impact (4)

Moderate impact (3)

Low impact (2)

Very low impact (1)

HOWTO Market My Small Business

1 2 3 4 6

Facebook

Very little effort/cost (5)

2 3 4 5 6

Little effort/cost (4)

3 4 5 5 7

Flyer

Moderate effort/cost (3)

4 5 5 6 8

Significant effort/cost (2)

6 6 7 8 9

Billboard

Maximum effort/cost (1)

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Next steps

+ The Impact vs Effort matrix is a fantastic tool to put your marketing and business priorities into perspective. + Next steps: refer to the howtomarketing master strategy and complete your Impact versus Effort matrix – optional whether you want to plot it onto the colour coded visual matrix + Anything you don’t want to proceed with you can delete completely from this sheet + The final activities on this sheet will automatically populate to the next sheet, which will be form your marketing and communication action plan + In the next module CONNECT you will learn more about all of the marketing and communication tools + So you can come back to this and refine your list before finalising your action plan – Congratulations! you are now very close to putting your marketing activities in ACTION HOWTO Market My Small Business

© 2012-­‐2015 MY PR plus

© 2012-­‐2015 MY PR plus HOWTOMARKETING™

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RECAP – In this section + PRIORITISING MARKETING AND COMMUNICATION TOOLS + THE IMPACT VS EFFORT MATRIX + VISUAL REPRESENTATION + YOU’VE NOW COMPLETED MODULE 1 – IDENTIFY + Well done! The next module is for the next stage of the sales cycle – CONNECT

HOWTO Market My Small Business

© 2012-­‐2015 MY PR plus

© 2012-­‐2015 MY PR plus HOWTOMARKETING™

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