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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. March 21, 2013 by Kinley McFadden Leave a Comment One of my first posts on affiliate marketing in what will be a series of posts on affiliate marketing on this blog, and I’ll try to cover the basics of setting up a successful affiliate marketing business in this.
This particular article though, will be more of a 101 on affiliate marketing, but I’ll dwell into some of the more technical stuff later on. You’ll probably come across a ton of different ways that affiliate marketing is defined on the internet. The great little infographic on the right actually does a pretty good job describing the different processes involved in affiliate marketing, and how the whole thing works.
From an affiliate’s perspective, affiliate marketing is a great way to earn online, and if done right, can be quite lucrative. The affiliate marketing page on Wikipedia does a great job in identifying the ‘four core players’ in the affiliate marketing business. The Affiliate – the publisher, which could either be an individual promoting the merchant’s products, or an organization. One of the biggest advantages of starting an affiliate business is its relatively low start-up cost.
Other than that, you need a sound understanding of what your customers’ needs and what would appeal to their interests.
You also need to be able to pull in a lot of highly-targeted traffic, so be prepared put your marketing hats on!
Affiliate links usually place a cookie on the customer’s computer, which are usually valid for an ‘x’ number of days.
Understandably then, affiliate marketing requires the affiliate to get as much visibility, exposure and traffic on his blog as he possibly can. Affiliate marketers usually use a wide array of different internet marketing methods and SEO techniques to maximize their earnings. Internet cookies, unique to every affiliate, are generated and used to track the movement of buyers so that sales can be attributed to each affiliate. Well, for starters, there’s the aforementioned Amazon Affiliates – a program widely regarded as the best in the business.
Like many of the other forms of online earning, affiliate marketing certainly isn’t some get-rich-overnight scheme.


For me, the key to success for any affiliate is his or her ability to pull in highly-targeted traffic. Are you an affiliate marketers, who’s just started off or been in the business for a few years?
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Our marketing specialists help your business see creative, tangible results from your advertising campaigns. Advertising combined with strategic communication is the key to becoming a powerhouse in your industry, and Skyfall Blue is your advertising partner.
Skyfall Blue goes behind the basics, combining basic marketing services with advanced SEO and innovative marketing research. Skyfall Blue believes the comprehensive advertising program must include a strong business brand and an incredible media profile. Skyfall Blue is committed to making your business everything you dream of and more, beginning with a winning marketing strategy. Follow us on Twitter7 Ways to Make Your Social Media Posts More Interesting - Are you stuck in a social media rut? The basic major marketing management decisions can be classified in one of the following four categories, namely Product, Price, Place (distribution) and Promotion.
Product: It is the tangible object or an intangible service that is getting marketed through the program.
Promotion: This represents all of the communications that a marketer may use in the marketplace to increase awareness about the product and its benefits to the target segment. So how does a marketer strategize to attain success in a marketing program, using these 4 P’s?
Offering specificity introduces the contextual customization of what needs to be done to address the questions raised in each of these 4 Ps of Marketing.
The large scale nature of business marketing and its requirements for collegiate working especially between the retailers and the wholesalers means that communication is an absolute essential element of all the marketing strategies.
The starting point has to always be that communication ought to be maximized at every available opportunity. The various forms of communication can include advertising campaigns, public relations initiatives, direct mail and communication services, forums such as trade shows, additional benefits incurred after sales, branding prestige services and technical support services.
The business statement is a method through which the company can direct and explain its general philosophy and the vision it hopes for the business marketing relationship. Company that has a strong value system and is able to communicate it to its customers will have a competitive advantage over other firms because customers will be in a better position to develop a relationship with the brand. This then leads to the marketing campaign through which the organization will be able to send its resources and expertise to those areas of the market where it expects to get the best returns on investments.
Where an agency is involved the organization might decide to prepare a briefing document that outlines the core values and principles underlying the operations of the company.
The final challenge is to establish a system whereby you are able to review the success of the marketing campaign based on the agreed metrics depending on the nature of the business. 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. I intend to cover many other topics related to affiliate marketing in successive posts, so watch this space. Merchants are able to maximize their sales for virtually no extra cost or overhead (such as marketing costs) by offering affiliates an incentive, which is usually a small percentage of each sale that is made through the affiliate’s marketing efforts.
For instance even a single sale worth $1000 could bag the affiliate quite a bit of money, depending on the percentage offered in the program. The network acts as an intermediary between the affiliate and the merchant, allowing affiliates to choose from and participate in an affiliate programs. The initial investment could be as low as nothing, if you opt to host your blog on a free blogging platform. Self-hosted blogs provide a lot more flexibility, customization and options especially in terms of SEO and the ability to get more targeted traffic – something that is vital to your success as an affiliate. Any purchase made on the merchant’s website during this time earns the affiliate a commission on each of the purchase. Specifically, the affiliate needs a large amount of targeted traffic, as well as a high CTR and a high conversion rate.
These include a different SEO (search engine optimization) techniques – specifically on-page optimization, off-page optimization and keyword optimization that is targeted towards getting organic (search engine) traffic, paid search engine marketing, social media marketing, email marketing, content marketing, as well as writing product reviews and informative articles, to name a few.
The Amazon Affiliate Program for instance – one of the most popular, successful and widely-used affiliate marketing program out there – functions on a similar PPS (pay-per-sale model). A sale generated through the affiliate’s efforts, the visitor is directed to the merchant’s website, and a ‘successful sale’ is only counted at the end of the sales process, which usually ends when the customer purchases the product by making a payment – at which point the affiliate earns the commission for the sale. This Guardian article for instance is a good example of how affiliate marketing can be quite lucrative.
It takes time, perseverance, the right knowledge, access to the right set of tools, patience, maybe even a bit of an entrepreneurial knack and business know-how, but it is certainly possible to make some serious money as an affiliate, and maybe even quit your day job down the road! We specialize in helping small business owners increase their revenue and company presence through integrated marketing and strong business branding.


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This is one of the preliminary knowledge every marketer must have and is considered to be the basics of every marketing theory, which emerged henceforth.
Tangible products may be items like consumer goods (Toothpaste, Soaps, Shampoos) or consumer durables (Watches, IPods).
If the price outweigh the perceived benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted, but if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion.
Our authors are educators from top QS ranked universities and practitioners from multinational enterprises. It is important to understand the different methods of marketing communication available so that the marketing manager can choose the most appropriate for the different marketing situations. In this article we would look at some of the various information channels that are being used in the modern business context. These are subject to industry quality assessments and certification is sometimes available depending on the level of commitment to the communication strategy.
This statement could also include social responsibility clauses such as care of the environment which could attract ethical buyers.
This is the implementation stage of the business marketing process and is the culmination of all the previous research and the branding ideas that have been placed in the mission statement.
You cannot sell a product that you do not understand and therefore unless the agency fully understands the values of the marketer, they will not make an effective representative at sales meetings. It is also advisable to check the process development for future reference and organizational learning. Don't think in terms of what other organizations or individuals have done, but how you are going to get it done. The network also determines the mode of compensation (more on this later), and hence includes tools used to track and monitor sales and performance, generate reports, process payments, etc. The Amazon affiliate program actually switches between a volume based payment model and a category-specific payment mechanism for different products, as illustrated in the table below.
However here is a list of 10 of the best, most popular affiliate programs out there, compiled by ProBlogger. But like the article above, you’ll find plenty of examples on the internet of affiliates promoting products as their day-jobs, and where people are making big bucks as full-time affiliate marketers. Let Skyfall Blue work with you to design and implement the ideal marketing plan for your company.
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Intangible products are service based like the tourism industry and information technology based services or codes-based products like cellphone load and credits. This may include any physical store (supermarket, departmental stores) as well as virtual stores (e-markets and e-malls) on the Internet.
Advertising may include using specialty packaging to showcase products, utilizing promotional products for your company, or online ads.
In there very essence, the 4 Ps of marketing is actually a framework that allows the marketer to structure the value proposition of an existing product (or a new product at the time of launch) so as to garner the highest mindshare by distinctly structuring the same.
From this, the organization will then develop a coherent message which talks about values and principles in a way that is meaningful to its intended customers. If the brand is communicating values that it is obviously not representing, then customers will resent the hypocrisy and may turn away. At the conclusion of the business marketing process you will be in a position to decide whether to move on to consumer marketing strategies or to concentrate on your relationship with the retailer. 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? We will speak in detail about how affiliates can accomplish this in a future post on this blog, so stay tuned. This is crucial as this provides the place utility to the consumer, which often becomes a deciding factor for the purchase of many products across multiple product categories. A certain amount of crossover occurs when promotion uses the four principal elements together (e.g in film promotion). However, that is easier said that done and many marketers fumble when it comes to playing with the real life nuances and bringing out a crisp value proposition. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation.
To retain its competitiveness in the market, continuous product extensions though innovation and thus differentiation is required and is one of the strategies to differentiate a product from its competitors.



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