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03.12.2014
A Company’s Marketing Plan is the central instrument for directing and coordinating all of its marketing efforts; in addition to establishing a solid marketing mix and positioning strategy. Although traditionally the responsibility for developing and executing a strategic marketing plan has been the responsibility of the marketing manager or marketing department, today’s globally competitive environment requires the participation of an entire company; sales, marketing, technology, media etc. Xavier & Associates’ global marketing experience and expertise distinguish us, from similar consulting firms, as we are able to provide in-depth knowledge of many different industries in many different markets. Our experienced marketing strategy consultants use a top-down process of developing a strategic marketing plan; helping to ensure that all tactical marketing strategies and marketing tactics support the company’s goals and objectives, in addition to conveying a consistent message to customers. Xavier & Associates is a full-service Marketing Management Consulting Firm, located in Toronto, providing global clients with innovative solutions to their complex business challenges.
To learn more about our services, organization or to speak to one of Senior Client Managers, please contact us today! 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. We are often told by CEOs and business owners that they don’t know how to hire marketing personnel that live up to their own interview hype.  So how do you cut through the spin and work out who is the best candidate for your business? There are reams of websites that list standard interview questions that will allow you to determine a candidate’s qualifications and their career history – even questions that will help you understand how a candidate will react to certain situations.  But if you want to take control of the recruitment process and ensure that you are hiring someone who can not only talk-the-talk but can also walk-the-walk, then here are four questions to help you recruit the right marketing candidate. Recruiting the right candidate for a marketing role can be difficult, but if you are prepared it is possible to find a candidate that will help you achieve your business objectives. To start building marketing capability in your business contact 9 strategic on 1300 799 349. Over the next two years, how will your budget change for social media marketing (Twitter, Facebook, MySpace)? Only by applying sound strategic marketing planning can you understand customer motivations and learn how customers make purchase decisions. Once you know the real reasons customers buy from you, a strategic marketing plan can ensure that your company's marketing and sales team takes advantage of those opportunities. These factors indicate that changes in your markets have occurred — and that you need to reevaluate your strategic marketing plan.
I help B-to-B companies develop strategic marketing plans that identify the value relationship between you and your customer in order to determine your most profitable market segments. A good strategic marketing plan shows the direction the company is going over the next 1-3 years — who is going to buy which products and why. This top-down process of developing a strategic marketing plan helps insure that all of your day-to-day activities support the company's goals and objectives, as well as convey a consistent message to customers. This approach improves company efficiency in all areas, which helps improve revenue and market share growth, and minimizes expenses — all of which lead to higher profitability. With over 25-years of strategic marketing experience, and helping companies implement both traditional and online marketing and sales programs, I bring a valuable perspective to developing strategic marketing plans and implementation programs.
Marketing Strategy Briefing - This half-day session to your senior managers and marketing executives provides a comprehensive overview. Marketing Strategy Workshop - This custom 1-3 day hands-on workshop steps your marketing managers through the marketing strategy map to create your integrated marketing strategy and marketing program plan. Marketing Strategy Analysis and Implementation - Our marketing strategy consulting includes analysis and project management to develop your custom marketing strategy process.
Implement your marketing strategy process in hours instead of weeks and months with our strategic marketing consulting approach.
If your company is facing growth challenges, or if you want to turn extra capacity into extra revenue, it's time for a strategic marketing analysis and plan.
Call me today at (310) 650-3599 to schedule this strategic marketing review so you'll know if it's time to update your strategic marketing plan. For the past twelve years, we've been managing pay-per-click (PPC) - most particularly Google AdWords - campaigns for companies of all sizes and in a variety of different industries. Fortunately, we've helped each and every one of our clients get more qualified visitors to their websites and turn them into profitable customers and clients, using AdWords, Google's pay-per-click advertising program.
Do You Know What Others Are Saying About Your Business On The Web - Most website owners who offer products and services in specifically defined smaller local areas (e.g.
Savvy internet marketers understand that in order to drive qualified – and profitable – visitors to their websites, they must please two distinct audiences: Google (and other search engines) and most importantly, their visitors. Get Found On The Web - Most website owners who offer products and services in specifically defined smaller local areas (e.g. This is exacerbated if their websites do not come up for searchers using mobile devices, such as smart phones.


The terms "coaching" and "consulting" are confusing for many because some professionals use them interchangeably and other experts view them as entirely separate processes.
Strategic Marketing Advisors recognizes that each have unique elements and provide coaching and consulting services separately or a "hybrid" of both, based on our clients’ needs. Strategic Marketing Advisors, LLC was founded based on several core beliefs - one of which is sharing. By sharing valuable resources such as tools, templates, and ideas our goal is to help you find the right tools for the job which will save you time, energy and money. Strategic Marketing Advisors offers webinars, seminars and teleconferences to businesses, individuals and organizations nationally and internationally. We apply content contained in our book, The Procrastinator’s Guide to Marketing (Entrepreneur Press, November, 2007), as the foundation for our course material and provide students with a 12-step process for developing their own strategic and tactical marketing plan.
Strategic Marketing Advisors, LLC (SMA) is a business and marketing consultancy which specializes in helping companies of all sizes get and keep more profitable customers using high-impact, low cost marketing strategies. Strategic Marketing Advisors conducts market, keyword and competition research to determine the best marketing tactics and strategies for your business. In its simplest form, an online pay-per-click (PPC) campaign provides a set of tools that businesses, individuals, and other organizations use to communicate with their target audience(s), drive qualified search engine traffic to their websites, and get better results.
If you’re like many of our visitors, you’re an entrepreneur, small to medium-sized business owner or manager, non-profit employee, service professional, marketing director or manager, business student or someone starting (or considering) their own business. Consider this: A recent US Department of Commerce study concluded that 62% of all American businesses - regardless of size - fail within the first six years.
And after many years of exploring the possible answers to this question, we've learned that most companies  do not fail due to any one catastrophic event.
First-rate marketing is the only leverage they have for growing a healthy business – and all for-profit companies are marketing companies.
As entrepreneurs, consultants and coaches, and former executives, we have been working professionally with the subject of marketing for nearly three decades… and are ready and willing to share our valuable insights – those hard-earned wisdoms, “real-life” lessoned learned, objective assessments and of course, our subjective judgments. Mary and David's book, The Procrastinator's Guide to Marketing, is a masterful guide for anyone wanting to go from "how-to" to "know-how." It's superb and in-depth content combined with its powerful ideas and strategies make it the kind of reference that all business people should keep prominently close at hand and use daily. Strategic Marketing Advisors is a full service Search Engine Marketing (SEM) and Search Engine Optimization (SEO) company, providing businesses of all sizes with the tools and technology to get and maintain an effective online presence.
Strategic planning is a critical component of good management and governance and it contributes to an organization’s stability and growth. According to Wikipedia in order to determine the direction of the organization, it is necessary to understand its current position and the possible avenues through which it can pursue a particular course of action.
Once the company has defined its strategic direction and has agreed company-wide goals, a strategic marketing plan is required to guide corporate marketing activities for the next 3-5 years. When faced with the daunting task of writing a strategic marketing plan, one of the first steps to consider as you approach the project is to ask yourself, “What deems this project a success?” Once you determine the benchmarks for your particular plan, use them to guide your marketing planning activities throughout the plan development process. In project management 101, we learn about the four elements that drive project success: scope, timeline, resources and budget. Another good practice in the marketing planning process is to develop a list of key questions that you wish to address within the marketing plan. There are many approaches to strategic planning and the approach selected depends on the purpose of the plan, whether strategic planning has previously been done, the culture of the organization, and the speed of change in the organization’s external environment.
I was recently asked to develop a strategic marketing planning approach for a Tourism Association looking to re-vamp their outdated marketing plan to guide their corporate and program marketing activities for the next 5 fiscal years.
I proposed that the first stage would be to gain consensus on an appropriate planning model, subsequently setting the strategic direction and developing an actionable plan. Breaking the project into phases or manageable chunks will help set and manage expectations of superiors in addition to increasing motivation of the doer and minimizing the overwhelm that may develop when looking at the massive size and importance of the task at hand. Building checkpoints and major milestones into the planning process will help not only with timekeeping but will focus your thought process and activities (which will also tame the budget). Consider a project check-in quarter-way and halfway through the project to ensure that you are still on track with current objectives. This FREE guide will help you assess your current business and provide you with the marketing tools and confidence to create the business you love!
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This approach improves our client’s efficiency in all areas, which helps improve revenue and market share growth, and minimizes expenses — all of which lead to higher profitability. Our services include; Busi­ness Strat­egy Con­sult­ing, Marketing Plan Consulting, Mar­ket Research, Com­pet­i­tive Intel­li­gence Analy­sis, Email Cam­paign Mar­ket­ing, and Advanced Analytics. 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.
Successful marketers will understand how to measure the success of their marketing activities and why it is important, and they will provide you with an answer that addresses both.


Your team learns how to create a marketing strategy map to improve marketing planning and implementation activities. We specialize in PPC, Reputation Marketing, SEO and Local Search Marketing strategies as well as a number of other services. Find out how you too can increase you ROI 200%, and more, as many of our current clients have done.
Moreover, 40% of small companies go under before their first year anniversary and 80% of first-year survivors never make it to their fifth anniversary! Rather, they fail because lots of seemingly small errors are made over an extended period of time and, when combined together they spell disaster. You’ll find lots of helpful articles on a wide range of topics, timesaving templates and tools, and fascinating discussions. CLICK HERE to read the book's Foreword, written by Keith Ferrazzi, best selling author of "Never Eat Alone;" and Founder and CEO of Ferrazzi Greenlight, Inc. A company’s strategic plan acts as a blueprint to guide its activities or direction and to provide a basis for setting priorities, allocating resources, monitoring progress and assessing results and impacts against its pre-described goals. However, a marketing plan is of no use without a marketing strategy, which lays the foundation for a good plan.
Everything you do should work toward your goals for success – this will keep you focused and on track. The most important benchmark of success is getting the balance right between these interrelated elements and managing each of them effectively – project success is dependent upon it.
These questions will be born from each of the elements within the scope and provide guidance for your tasks. This also affords the opportunity to re-align based on revised or new goals uncovered during the initial phases of the project.
By following a proven process, you increase your chances of reaching your goals and objectives. Beyond just a trade show calendar and advertising schedule, a strategic marketing plan should identify and prioritize market segments, and be designed to outsmart the competition. 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. What's more, the root cause of these mistakes begins with the mindsets of the companies' owners, founders, and executives.
Discover why beginners, as well as marketing professionals, find its step-by-step format, friendly language, and templates and worksheets to be invaluable. If you don’t have the expertise, time or resources to do this internally, I’m here to help. 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. Hiring a marketing consultant to help with your marketing planning will free up your time to work on other business critical activities. 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. 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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