Yes, it’s possible to create a Marketing Plan on just one sheet of paper!
Marketing Plan on a Page is a technique which helps you to capture ALL of the aspects of your marketing plan for your business. It’s a visual process, the plan can also be easily updated and, if you stick it to the office wall, then you won’t forget about it!
So, what’s involved?
A Marketing Plan for your business is about identifying your target audience and how you are going to reach them. But, to be effective, it’s about so much more. Your marketing activity needs to be integrated with the rest of the business.
This is where a Marketing Plan on a Page can really help!
Integrating your Marketing Plan into your business
A Marketing Plan on a Page exercise actually requires a lot of thinking, and not just about how your business will reach and engage with its customers. Before you start, you will need to have thought about:
Your business objectives
Be clear on your business objectives! Then, your marketing activity (and budget) can be aligned and can support them. Identify the things that will impact negatively and positively on the ability of your business to meet those objectives, as this will also help to show you where marketing effort will be required.
Your competitors and customers
Do you know who your business competitors are? And, how much do you know about their products, services and marketing approach? When you have identified your competitors and their approach, you will need to decide on what basis you will compete.
And what about your customers? How much do you know about them? Your marketing efforts will need you to identify customer segments, and will be even more effective when you create ‘personas’.
Your Brand and channels
Articulate your brand values. These will impact on everything from the marketing channels you use to the approach and messaging.
And, talking of channels, which ones will you use? Think about how you’ll implement your marketing, and how your business will communicate to different customer segments, and at different stages in the customer journey.
Your budget and resources
What are the budget implications for your proposed marketing activity? Costs will include website design and branding as well as ongoing web hosting, memberships, subscriptions and traditional media.
You need to think about who will do this work. Will it be you or someone else? Will you use agencies to help with campaigns or specific activities, such as telemarketing?
Your timescale and targets
A plan needs a beginning and an end! You also need to set realistic goals and targets and monitor them.
That’s a lot of information!
As you can imagine, the traditional Marketing Plan is often a long time in the research and writing and, if it’s ever completed, it spends even longer unopened. Capturing the key aspects of the plan, on just one page, means that the plan is in view and can be modified and updated as business needs change.
Would you like to know more?
The Marketing Plan on a Page is based on the popular ‘Canvas’ approach developed by Strategyzer.
If you’re local to Oxfordshire, then come along to a half-day Marketing Plan on a Page workshop for small businesses, provided by South and Vale Business Support. Check their Eventbrite page for the next date.
Or, just get in touch for a chat. Lesley McKie of Positively Media is supporting small businesses with the development of their Value Propositions and Marketing Canvas and would love to hear from you.