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Christina Boyle on KODAK HIRES LAW FIRM FOR RESTRUCTURING ADVICE, IS THE END NEAR FOR THIS 131-YEAR OLD COMPANY, OR IS BANKRUPTCY NEXT? If you are the founder of a new startup or an existing business it's highly recommended that you develop a roadmap that will get you from where you are today to where you want to be tomorrow, six months from now, or a year or longer down the road. A marketing plan should be a formal written document, not recalled from memory or something scribbled on a napkin. Segmentation, Targeting and Positioning - This three stage process involves analysing which distinct customer groups exist and which segment the product best suits before implementing the communications strategy tailored for the chosen target group.
SOSTAC® - This acronym stands for Situation, Objectives, Strategy, Tactics, Actions and Control and is a very popular classic marketing planning framework for creating marketing plans. Ansoff's Growth Strategy Matrix - Ansoff’s Growth Strategy Matrix identifies alternative growth strategies by looking at present and potential products in current and future markets. For my money, the SOSTAC® marketing planning model is the model I use the most when developing marketing plans. SOSTAC® is a marketing planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who together with Dave Chaffey co-authored Emarketing Excellence. You can see it gives a logical order for tackling your plan (with iterations) and a great way to summarise the main elements of each. SOSTAC® has become very popular since it’s simple, easy to remember and covers all the main issues which you need in a marketing plan or business plan. Here are some tips on how to use SOSTAC® based on Chaffey's experience applying the model in companies and in academia. Use SOSTAC® to review your process - Before looking at how you apply SOSTAC® at each step to create a marketing plan, use it to review your planning process and how you manage your marketing.
Integrate the different elements of your SWOT Analysis -  Oftentimes in a plan or report there isn’t good flow relating sections. Where Are You Today - You must know where you are today in order to develop a roadmap to where you want to be in the future.
Know Your Strengths and Weaknesses - Take an inventory of your individual and management teams strengths and weaknesses. Organizations - Describe them by number of employees, sales, geographic location, and industry. SWOT Analysis - Identify your competitive strengths and weaknesses, business opportunities and potential threats. Management Team - List the key members of your present management team and very brief description of their business and industry experience and education. Milestones Accomplished - Elaborate on significant milestones that have accomplished to date. Your marketing strategies answer the big question:  HOW do you get from where you are today to where you want to be tomorrow? Core Marketing Message - Your core marketing message is a short description of your business, products and services, employees, core values, business philosophy, mission and value proposition you bring to the customer relationship. Define Your Brand - Your brand isn’t just your corporate identity like your logo, tag line, motto or its visual associations such as unique design, colors or packaging, but the relationship you have with your customers.
Pricing Model - Describe the methodology you will use to set prices for your products and services.

Distribution Strategy - Describe the distribution channels you will utilize to get your product or service to your target market (e.g. Advertising and Promotions Strategy - Determine what media channels you will use to market and promote your products and services to your target market (e.g. Public Relations Strategy - Describe the methods you will utilize to inform, communicate and educate your public (e.g. Strategic Alliances - Describe the nature and type of third-party alliances you anticipated will be needed in order to compete effectively in the marketplace. Word-of-Mouth -  Describe how and the methods you will utilize to create word-of-mouth.
A great way to continue internet marketing once you have a database of customers is letting them subscribe to e-mails and there is an easy way for people to sign up for an e-mail house list. Creating a website with multiple tabs and sections is a great idea to make your site look professional, but you do not want to get carried away here. Putting free samples and coupons inside the boxes when you ship customers orders that are related to the product is a great idea.
The 6-second limitation of Vine means videos have to employ particularly creative techniques to be effective. It’s tempting to cram as much information as possible into a Vine video, in order to have maximum impact. American Apparel has simply tried to fit too much in, which means it hasn’t been possible to form a coherent message.
All of these videos tell a story and are shot with such creativity and skill that they’re hugely shareable. Bacardi has taken things a step further than Urban Outfitters, and actually incorporated its brand into the video, while also telling a simple story: Bacardi should be kissed by lime for best results.
Vine is quick, cheap and simple, and with a little creativity and imagination can yield excellent results – so it’s worth at least giving it a go and seeing where it takes you.
And, most importantly,shoot for entertaining over informative because there’s only so much information you can share in 6 seconds. The aim here is not to attract new customers to your products and services, but to boost awareness of your brand by creating a video that will be shared widely.
SOSTAC is more comprehensive and borrows elements of several of the other popular marketing planning models. The four growth strategies include: market penetration, market development, product development and diversification. Include major new customers, revenues, no of unique visitors, downloads, new patents, major personnel additions and awards.
Will you be using inside sales personnel, inbound or outbound sales personnel, outside sales personnel, manufacturer's representatives, independent salespeople or network marketing personnel. This means that a large number of people have become interested in brushing up on internet marketing techniques.
This will allow you to build strength and endurance faster and in fewer workouts, and will maximize the health benefits you get from your workouts. In other words, do not slack off on making sure the links work, the site is user friendly, and that it looks the way you want it to.

This new technology allows businesses to target customers that they might not have been able to reach otherwise. Readers have to be able to fully understand what you are saying before they will be able to decide if they want to buy the product you are marketing.
On-site marketing campaigns, such as free shipping for the first 100 orders or a free gift with every order placed before a certain date, can increase the number of visitors you turn into buyers. This can increase customers’ appreciation of your products and give them an additional reason to return to your site.
Initially, videos created using Vine could only be shared on Vine, Twitter or Facebook, but it’s now possible to embed them on external websites, opening the door to yet another online marketing opportunity.
The beauty of Vine is that it can be used to record stop-motion videos, because you simply hold your finger down on the screen to film, and let go when you want to stop – and repeat until you’ve used up your 6 seconds. In fact, the Tribeca Film Festival incorporated a whole new segment this year – the #6secfilms – just to cater to Vine.
If you have a lot of followers on Twitter and you manage to pull together a shareable video, your followers and their followers with share it on and on, quickly sending it viral. Don't think in terms of what other organizations or individuals have done, but how you are going to get it done. The tips in this article will help you get up-to-speed, quickly, in learning how to sell online. All you want is their e-mail address and that is pretty much all the information they want to give you as well. Facebook allows you to set up a site for your business, and allows other users to become friends with your business. It cannot be stressed enough that for people to come back, you have to give them a reason to.
Unless you’re on the level of eBay or Amazon, try to keep the site as streamlined as possible.
You can add short videos to several popular websites for a reasonable price, and this tactic should increase traffic on your website. If your visitors have no incentive to purchase a product or service quickly, they will probably just bookmark your website and forget about it and you will have lost a sale. Make sure that you can benefit fully by learning the keys to successful Internet marketing. Compare that with the American Apparel video above, and it’s easy to see the difference. Perhaps you’re not so good at setting SMART objectives, or developing strategies to support them or the control stage of assessing how effective your strategies and tactics are and adjusting them?
This tactic probably wouldn’t have the same effect now, given that Vine has already become a standard part of online media.

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