Author Topic: Starting a marketing plan!  (Read 1732 times)

sally crocker

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Starting a marketing plan!
« on: April 13, 2015, 05:32:02 pm »

Creating a Marketing Plan - Getting Started!

A marketing plan is a document that companies and organizations use to manage their marketing efforts. The first section of a marketing plan outlines the key information about the company, its business, its products or services, and the type of industry the company is in. This information would remain the same for all marketing plans that the company or organization develops.

The second section of the marketing plan explains the goals of the marketing plan. All goals should say what the marketing plan will accomplish, how much of a change will be made, and how long it will take. These goals can only be related to things that can be changed through marketing, such as increasing sales or launching a new product. If a goal cannot be met through marketing, such as opening new locations of a store, it is not part of the marketing plan and this type of a goal would be called a “corporate” or “organizational” goal. The only goals included in a marketing plan are marketing goals.

Once the objective or goal of the marketing plan is determined, the marketing team needs to figure out who they are marketing to so that they can research the target market and the characteristics of those consumers. They also research the kind of media the target uses: Does the target market read certain magazines? Watch certain television shows? Finally, the marketing team figures out how to communicate with the target market and develops the advertisements, public relations, and sales techniques that will be used.

The last stage of the marketing plan is review and evaluation. In this stage, the marketing team goes back and looks over what they have developed; what research they have conducted; what marketing elements they have used, such as ads and press releases; and the team then evaluates how the plan worked. They use this information while developing the next marketing plan.

One interesting fact about marketing plans is that many companies have multiple marketing plans running at one time. If you look at the advertisements for a large fast food restaurant such as McDonald's, you might see a TV ad that seems to target busy mom's, a web ad targeting teenagers, and a billboard targeting hungry commuters. Each of these ads has a different goal or objective and a different target market. The ads were developed using a different marketing plan.