Every single client is unique to us and that is why every marketing plan must have a different strategy.
Quantified – The predicted outcome of each activity should be, as far as possible, quantified, so that its performance can be monitored. Focused - The temptation to proliferate activities beyond the numbers which can be realistically controlled should be avoided.
Agreed – Those who are to implement them should be committed to them, and agree that they are achievable. Each and every marketing plan is different and catered to each company’s needs, contact us today and share with us your future goals and together we shall achieve! There is an extensive network of automotive suppliers within the state and one day’s access to 80 percent of American and Canadian automotive plants. More than 160 companies in the motor vehicle parts industry are located in North Carolina, employing more than 17,000 people.
North Carolina ranks 10th among all states in total automotive cluster employment according to the Harvard Business School Cluster Mapping Project. North Carolina has a strong manufacturing background with over 430,000 manufacturing workers throughout the state – ranking 9th nationally in total manufacturing employment and 1st in the southeastern U.S. North Carolina is a right-to-work state with a highly skilled and knowledge-based workforce.
Thirty-four of the top 150 North American OEM parts suppliers have facilities in North Carolina, and 19 of those have more than one facility in the state. Every year, North Carolina colleges and universities graduate over 3,600 in engineering fields.
In my previous post I mentioned the complexity around developing an omni-channel retail marketing plan and outlined a methodology based on my experience at CrossCap.
First of all the marketing strategy needs to support the year’s business goals which can range from a combination of developing the retail brand, emphasizing a merchandise business, national brands or promotional strategy.
Retail marketing departments track and measure several metrics that help determine whether they’re aligned with their strategic goals. Previous year performance which would include metrics such as traffic, sales, margin, forecast sales, incremental sales and incremental margin are key in determining what worked and what didn’t work during the different campaigns and seasons. They would also try and understand the amount of investment competitors dedicated towards their merchandising categories by reviewing number of print pages, GRPs, online banners, Facebook promotions and Home Page allocation for web & mobile. Retailers develop models to understand the relationship between investing marketing assets into a business during a certain time and the anticipated return.
Once all the inputs have been assessed and incorporated, the marketing strategy team would outline the goals and define a marketing plan to support the goals. The marketing calendar defines all the strategic initiatives and tactics that support the plan. The asset allocation plan defines at a high-level how much of each marketing asset will be allocated to a particular business. As a component of the marketing plan, the marketing budget defines the weekly, seasonal and annual investment in marketing for the retailer. During the annual marketing planning meeting, the marketing strategy team would present the calendar outlining the strategy, seasonal initiatives along with all the defined tactics with their associated weights.
I was at the meeting at the Civic Center tonight, to listen to Karen Stinson of In 2 Marketing, Lynn Phillips, Economic Development Officer of the Municipality of Trent Hills, Hector MacMillan, Mayor of Trent Hills and a few others. The truth is, as always, the success of any business is going to rest squarely on the shoulders of the owner and employees. There were also some suggestions for creating graphics, or a logo for the town that would appear in all advertising, tying things together into a coordinate whole.
I suggested to Lynn that Trent Hills should look to hiring a summer (four months) Co-op student from some local colleges marketing program.
I was also disappointed that there seemed to be little suggestion of using Facebook or Google advertising media.
Likewise, you could target retired couples who loved antiques, flea markets and auctions and who preferred to stay at bed and breakfast establishments in locations near the water.

Money spent on that kind of campaign, at the rate of 20 cents for each interested ad reader might be more effective than $20,000.00 worth of radio advertising. Where is the brainstorming committee that could be collecting all of these ideas and then deciding which ones to implement.
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Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The resulting plans should become a working document which will guide the campaigns taking place throughout the organization over the period of the plan. Today, I would like to focus on Strategic Planning which is the first step within the planning phase of implementing an omni-channel marketing plan. During the strategic planning phase, the marketing strategy team incorporates several different inputs to define the marketing strategy and develop an annual marketing plan that aligns the execution with the strategy. The execution of the marketing strategy is also constrained by budget and marketing channels that can access the target customer base. Aside from the business focus and merchandise strategy, marketing has several other inputs they need to incorporate while defining their marketing strategy. Some of these metrics are customer perception, overall impression, brand health, value etc. At the strategic level, the LY performance data would be reviewed more in the manner of how productive all the space was, and the dollars assigned to each business during a season, or through a campaign.
During the strategic planning phase, retailers review key themes, messages and what merchandise the competitor focused on in a season.
These are macro models that provide a guideline to the CMO, however they do not address certain aspects or changes in the market like emerging marketing channels, trends or socio-economic transformations.
This is usually done at a weekly level to demonstrate how much investment is made across different businesses for each week in every marketing channel. To develop the marketing budget, marketing departments utilize the marketing calendar and asset allocation plan to determine the weights (number of pages, GRPs, etc.) and use historical data from agencies or that they have previously compiled to forecast their marketing budget. They would then present the asset allocation plan highlighting the space allocated to each and every business for the different seasons and the approximate investment and percent of the marketing budget dedicated to the businesses.The marketing plan at the annual level goes through multiple changes but is finalized and committed to prior to the beginning of the next fiscal year. A lot of this has to do with driving more business to Hastings in the months before the bridge closes. Who does all of that – the press releases, updating the calendar, serving as front person for the special event coordination, placing the ads, doing the research to find out exactly who the target market is and how best to reach them?
Should be able to find someone for $700 a week, or about $10,000.00 for the summer, maybe less. If you didn’t know it, using either of those channels, you can target advertising very narrowly. We understand every detail about running a business – from sales to staff, culture to communication, performance to profits. Working with you, On The Mark Marketing will find ways to put a sluggish business back on track and devise a business plan to make a robust business even more profitable.
We create business plans that achieve results, develop communication that delivers and discover new channels to increase your sales. Our focus for this discussion is the 1-year strategic plan and specifically the marketing strategy aspect. They help retailers define their goals, track and consistently measure themselves against their competition. Marketing teams run multiple scenarios by dividing the investment over time and across several categories to demonstrate how the budget can be optimally spread over time and shared across the categories. The marketing plan is an output of the strategic planning phase and is composed of three major components.

For example an asset allocation plan will identify how many pages are assigned to a specific merchandise business during a week’s circular, how much of the website Home Page is dedicated to that business, how many GRPs that business will be allocated for their TV spots and also how much of the store feature space (end caps, or entrance area) will be dedicated to the business.
For example if a 30 sec TV spot on National TV running during prime-time on week 23 with 250 GRPs costs $1M, this would be taken as the estimated cost for a planned TV spot.
Once the marketing strategy plan is committed, the next step is to develop a category plan which is typically performed at a seasonal level. The Municipality is going to put some money and resources into trying to help Hastings get through this by purchasing some advertising on radio, in newspapers and maybe with signage (though they are hoping a federal agency will pick up the tab for that). Karen suggested it was going to provide a detailed roadmap but I would suggest it is more of a tourist brochure…hitting some of the highlights, making suggestions of points of interest, and providing a few pictures.
All of it would tend to have a longer term effect, also increasing business in the months (summer) after the bridge re-opens. In addition to coordinating all of these initiatives, this person could be actively commenting on blogs, posting in forums, commenting on Facebook pages, writing articles for tourist sites, creating content for the local website (Chamber or otherwise) and helping local businesses perform marketing surveys, collect email addresses and a ton of other stuff I can think of just off the top of my head that would effectively use the Internet to generate interest and attract visitors.
For the fishing tourist, you could create ads that were only seen on the computer screens of men between the ages of 30 and 55, who owned a boat, earned over $50,000 a year, who’s primary recreational activity was fishing and who lived within 70 miles of Hastings, north of Highway Seven. And you would only have to pay for the advertising is someone clicked on your ad to find out more about your offer. The Chief Marketing Officer needs to consider several factors before defining a marketing strategy for a single year. Based on historical performance of these measurements, marketing teams tweak their strategy to try and achieve their goals. Tactics are specific advertising instances that are defined by the type of channel (In-store, Print, Broadcast or Digital), and a duration. This information can then be rolled up by business for the month, season, quarter and year. A similar approach for estimating other marketing channels and for each and every vehicle planned is performed until the overall budget is compiled. In my next post I will share the best practice methodology of developing an omni-channel category plan. Your offer could be a free 20 page booklet that outlined antique stores, flea markets, auction halls and bed and breakfast establishments near Hastings. Create a Sales Plan within the available budget then work with you to achieve your sales objectives.
A marketing calendar defines the span for each and every tactic for example a BTS Circular will span one week, while the TV spot may air over 3 weeks. The asset allocation plan is a manifestation of the retailer’s commitment to the merchandise business and their merchandise strategy. This information is then rolled-up to outline the weekly, seasonal, quarter and annual budgets. I don’t see Lynn Phillips focusing THAT much energy on Hastings, to the detriment of her other responsibilities for Trent Hills.
The booklet could also include a calendar of events, information about restaurants, rental cottages and a list of all notable destinations of interest. The calendar portrays the strategic initiative’s theme and outlines the tactic theme and weight which is defined in terms of media investment (for example 250 GRPs, 24 page Circular, 3 million contact Email send list etc.) This way the marketing calendar communicates, shares and aligns marketing, merchandising and operations about the marketing deployed to support the business goals. Just as a retailer would plan their asset allocation, they can also analyze a competitor’s asset allocation by reviewing how much ad space was allocated to their competitor’s businesses.
Marketing calendars also incorporate KPIs such as LY Sales and Forecasts to demonstrate alignment between projected revenue and marketing investment.

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