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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. Barnes Consulting is an extremely talented marketing, strategy, and development group that provides great work for great value.
Barnes Consulting provides best-in-class strategic marketing and planning services across Canada. Barnes Consulting is founded by Tina Barnes, a marketing strategy executive with over 20 years experience in marketing technology products, consumer packaged goods and media.
No matter what the business challenge, Barnes Consulting with work with you to solve business issues, open opportunities for growth, or reach new audiences. There are specific requirements and regulations that a company must have in order to perform internet marketing in China. This visual was inspired by a recent Newt Barrett post on Content Marketing Today – Six Steps to a Successful Small Business Content Marketing Strategy. Quick question: Have you benefited in terms of speaking engagements from sharing your Slideshare presentations? I'm a Digital Strategist that uses a practical, no nonsense approach to help companies learn how to leverage the dynamics Web 2.0 to achieve organizational goals and create business value. We routinely counsel our clients not only on internet marketing matters but also general business practices.
Before we can develop the best strategy to achieve your goals we need to know more about your business and customers. Marketing Mix – the channels you should be using online to sell it, and the proper amount of resources for each.
This whole process makes it possible for the Forthea team to develop a custom-tailored internet marketing campaign that goes well beyond the basics. Ready to develop a solid online strategy for your business? Email our digital strategy agency in Houston or call us today: 713-568-2763. I received an email pitch recently that prompted me to question the economics of lazy outreach.
Is there risk to the bottom line for organization's that cut corners in the way they reach out to prospects and influencers? By Mark Smiciklas 4 Comments Although strategic and tactical differences exist between B2B and B2C marketing, I think it's important to remember that, in the end, people buy from people. Check out the inspiration for this visual at the Social CMO Blog: B2C vs B2B Marketing: Do the Differences Really Matter? Take an objective look at each interaction channel - What can you do to improve the experience for your clients and prospects?
Word of Mouth (WOM) is enigmatic - fairly straightforward and simple to understand yet elusive and difficult to engage, spread and sustain. David Meerman Scott reminds us that the market is the outside world and not your cubicle or office. This visual was inspired by a great story about Seth Godin and his interaction with a panhandler in New York.
Physical Reach - Is it easy for your target market to buy from you at a specific touch point?


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. Our philosophy is to provide best-in-class service and take responsibility for delivering results. Small business and Start ups have leveraged the team to develop plans that drive long term sustainability, whether this include brand and communications development at the onset, or media and marketing plans for a specific audience or purpose. She has worked for leading organizations including Rogers and Postmedia Network and with Eastlink, Symantec, and several Start Ups as a “ CMO for Hire” for strategic direction, business and marketing development, or simply in assisting a business execute a vision.
I use a practical approach to teach organizations how to achieve business objectives using the dynamics of Web 2.0 Please drop by with a blog comment or feel free to connect with me on Google+.
My wife and I have somehow never made it to Vancouver, but it’s on our travel bucket list, for sure. Our breadth of experience allows us to transcend the typical client-vendor relationship, and build collaborative partnerships with our web design and internet marketing clients. We also offer internet marketing consulting and strategy advice to clients, running in-house or third-party campaigns.
To construct a strategy to attain it, takes an understanding of the costs associated with all your products and services, and a forecast of their marketability. Once we know where you’re starting from and where you want to go, we can provide the services required to get you there. My theory is that the practice of lackluster research, or worse, the lack of research altogether, combined with the use of form letters, spam and automated emails has the potential to erode business value.
Whether it's in-store, online or at the head office, the people connecting with your customers make the difference - things like trust, service and integrity are universal and transcend every marketing sector. If building a successful brand or simply selling your "stuff" depends on creating an emotional connection with your target audience, is your level of emotional intelligence as a marketer becoming as important as your ability to implement marketing tactics? His post references online marketing and the SEM Gap that exists, but it also made me question the overall marketing reach of small business.
Don't think in terms of what other organizations or individuals have done, but how you are going to get it done. Large organizations have leveraged Barnes Consulting to get results and programs out the door fast. 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? To find out how DBIC can get you starting in internet marketing in china contact us for more information. Where are you marketing now, and how’s it working? What types of customers would you like to get more of?



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