Archive for Marketing Plan
How I would Market your Company?
Posted by: | CommentsYou want me to start marketing your company today. Here is what I would do:
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Get all of the material you have and a list of all your listings and advertising you are running.
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Review your measurements on what is working and what is not, if you have them. If you don’t know, stop doing it!
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Review how your product helps your customer and all the material you have to support that.
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Create a list we can interview that makes up your buyer, present, past and NEVER. Oh, yes, interview them.
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Separate products/services into existing sales channels and map customer buying process.
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Use existing if applicable; create new media around step 5 to include print, media, internet and sales processes.
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Creating a content marketing strategy based on your customers buying process and needs.
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Create conversation officer position to support material and manage communications.
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Make a significant web presence through social media and communication channels with stakeholders. Create local presence, online and off-line.
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DO IT!
Inspiration provided by a post from David Meerman Scott.
Lean Marketing – Map Current State
Posted by: | CommentsSimply
put, you cannot determine how to get somewhere without knowing where you are at.
In a previous post on Lean Six Sigma marketing-Explore , I had stated Explore, the data to identify a cause and effect relationship between variables, was the 3rd step in building a Lean Six Sigma marketing process. I also stated that in the Duct Tape Marketing planning system that the Remarkable Story and Product or Service Innovation coincided with the definition of Explore.
I think this is one of the most powerful tools but is the least understood. Establishing a baseline or as it is so well put in Michael Kennedy’s book Product Development for the Lean Enterprise : “The root issues must be understood from two perspectives: what is causing them and what stands between how things should be and what they are. Failure to understand will result in widespread wishful thinking and superficial solutions.”
There is a true art to mapping and takes quite a bit of work to become proficient. However, utilizing Marketing Plan Pro will allow you to build that current state of your organization and your product or service. It is important to precisely know where you are at and be able to define that to your customer.
Cost of Quality
Posted by: | CommentsCraig Crook was Joe Dager’s guest on my show Connecting Your Passion. Craig’s company is a Learning Center and as Craig calls it -Learning faster than your competitors is the only sustainable advantage. What is the cost of Quality?
