Marketing Planning Workshop (for Set Square) June 2012
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The document outlines a marketing planning workshop for SMEs, focusing on the SOSTAC framework for developing effective marketing strategies. It includes case studies, particularly of Set Square Surveyors, detailing their marketing tactics and objectives to increase sales and client engagement. Additionally, it emphasizes the need for structured marketing plans to address growth challenges in a competitive landscape.
Marketing Planning Workshop (for Set Square) June 2012
- 1. Marketing Planning for SMEs & Set Square Surveyors SME 3.0 9th June 2012
- 2. Show Time… Have you checked in? Have you tweeted? @MoorestpehensUK Have you got your hula hoop? http://www.guardian.co.uk/music/2012/jun/04/diamond-jubilee-concert-buckingham-palace
- 3. Agenda 1. Introductions 2. What is Marketing Planning? 3. Who & What is Set Square? 4. The Interactive Bit 5. Wrap-Up & Conclusions
- 4. Who are Andy & Phil? Phil Szomszor Andy Bargery Director & Head of Digital Managing Director Citigate Dewe Rogerson Klaxon Marketing Twitter: @theredrocket Twitter: @andybargery Specialist skills: digital strategy, media Specialist skills: Marketing strategy, relations, start-up communications communication, lead generation Associate Member of the CIM
- 5. Session Aims Session aims How can marketing planning help?
- 6. Photo from Indi.ca: http://www.flickr.com/photos/indi/
- 8. Photo by Tom Saint: http://www.flickr.com/photos/tomsaint/
- 9. Image courtesy of Joe Shlabotnik http://www.flickr.com/photos/joeshlabotnik/
- 10. Probability
- 11. Photo by Granit Architects: http://www.flickr.com/photos/granitarchitects
- 12. Image by Juhan Sonin: http://www.flickr.com/photos/juhansonin/
- 13. Marketing
- 14. Is this what most SMEs are doing?
- 16. Image courtesy of Jonny Goldstein http://www.flickr.com/photos/jonnygoldstein/ A Marketing Plan
- 17. SOSTAC ® PR Smith’s framework for straight forward planning 1. Situation → Where are we now? 2. Objectives → Where do we want to get to? 3. Strategy → How are we going to get there? 4. Tactics → What’s actually going to happen? 5. Action → When is it going to happen? 6. Control → How will I know it’s been achieved?
- 18. SOSTAC ® in Practice Marketing Plan 2011 Summary Objectives 1. Summary objectives and core 1. Grow sales of software by 20% during 2011 4. Assign a timeline to each tactic strategy Summary Strategy 1. build sales pipeline within financial services sector 2. invest in CRM platform Cost per Tactic Budget Target / Measure Leads lead Owner Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Campaign Led Targeted advertising: Linkedin inMail, Google CPC, 1x trade £8,000 100 new leads into pipeline 100 £60 press design creative - copy and artworking Implement campaign 2. Define your tactics and steps Measure effectiveness Assess and take corrective action required to execute Ensure leads built into pipeline Three step campaign: email, whitepaper & telemarketing £10,000 50 new leads acquired 50 £400 Design creative assets 25 leads into warm propsects Create whitepaper Build campaign landing page and data capture eDM broadcast TM follow-up 3. Allocate a budget, measure of Assess and take corrective action success, target leads and an owner Ensure leads built into pipeline Momentum Led Search Engine Optimisation £1,000 20 enquiries, 1st page google 20 £100 Social media management - Twitter / LinkedIn / Blog £1,000 1,000 followers, 5 enquiries 5 £200 5. Assess likely performance and align to marketing objectives TOTAL £20,000 90 Agency Fees £5,000 Total Marketing spend £25,000 new Total Leads Generated 175 at 25% conversion rate = 35 clients Average Cost per Lead £143 Average cost per client £715
- 19. Who & What is Set Square? Set Square is a surveyors practice, run by Paul French Web: Blog: http://setsquaresurveyors.co.uk www.dilapidationsexpertise.wordpress.com Twitter: @pfrenchUK
- 20. Situation Analysis What do we know about Set Square? London based surveyors practice Specialised on dilapidations surveying (80 – 85% of turnover), but also general practice too Small team of 8 but looking to grow to 15-20 people & £1m t/o Difficulties in growth include: finding new work management time / expertise Majority of sales / business development led by Paul Partners focus on service delivery Clients can achieve substantial money savings e.g. £80k fees with Set Square saved one client over £2m Typical clients are companies that lease large office / commercial spaces
- 21. Situation Analysis What do we know about Set Square? Customers are professional buyers – other surveyors, ‘Director of Property’ Typically well qualified Target markets are UK and Channel Islands, although not Scotland where property laws are different Marketing tactics to date include: networking Twitter (@pfrenchuk) blog & website TAG breakfast BNI Linkedin Currently planning a new brand for Dilapidations specialism Dilapidations surveying much more profitable than general practice
- 22. Objectives Top 3 objectives are: 1. Establish key proposition 2. Develop a business development strategy 3. Decide on the right marketing tools This is where you come in… http://alexandraattack.deviantart.com/art/Crowd-Surfing- 175048890?q=&qo=
- 23. Strategic Choice Recommend four areas for the group to focus on: 1. Brand 2. Positioning & Differentiation 3. Business Development 4. Online
- 24. The Task 1 2 3 4 Bullet 1 Brand challenge: Positioning & Business Online & Social: 1. How can bullet 1 Sub SS use Differentiation: development: 1. How can SS brand as an 1. Should SS have 1. Should SS hire use their asset? 2 Bullet two identities? a BDM? website more Sub bullet 2 2. Should SS 2. Create a 1-2 2. What tools can effectively? create a sentence SS use to find Content assets separate proposition. new business? required? brand? Why? 3. What are the 3. How would 2. What social 3. Create a main you start a tools should SS strapline to be marketing conversation be using? used for tools to with a new 3. What content website/market communicate prospect? should SS ing. positioning? create?
- 25. Wrap-up & Conclusions Time to turn these ideas into a structured marketing plan Remember this: Marketing Plan 2011 Summary Objectives 1. Grow sales of software by 20% during 2011 Summary Strategy 1. build sales pipeline within financial services sector 2. invest in CRM platform Cost per Tactic Budget Target / Measure Leads lead Owner Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Campaign Led Targeted advertising: Linkedin inMail, Google CPC, 1x trade press £8,000 100 new leads into pipeline 100 £60 design creative - copy and artworking Implement campaign Measure effectiveness Assess and take corrective action Ensure leads built into pipeline Three step campaign: email, whitepaper & telemarketing £10,000 50 new leads acquired 50 £400 Design creative assets 25 leads into warm propsects Create whitepaper Build campaign landing page and data capture eDM broadcast TM follow-up Assess and take corrective action Ensure leads built into pipeline Momentum Led Search Engine Optimisation £1,000 20 enquiries, 1st page google 20 £100 Social media management - Twitter / LinkedIn / Blog £1,000 1,000 followers, 5 enquiries 5 £200 TOTAL £20,000 90 Agency Fees £5,000 Total Marketing spend £25,000 new Total Leads Generated 175 at 25% conversion rate = 35 clients Average Cost per Lead £143 Average cost per client £715
- 26. Thanks for taking part!
Editor's Notes
- #6: This session will be useful for you if you answer yes to any of these questions: Have you ever placed an advert in a magazine or the Yellow Pages after a sales cold call? Have you been asked to pay a colour separation charge after sending out a press release? Have you setup a Facebook page and a twitter handle but haven’t defined how you will measure it its working, or you don’t have any friends or followers? Do you know how much you spend on marketing, but not how much money it generates? Benefits of Marketing planning? Manage performance of your marketing Drive return on investment (ROI) Control your budgets Identify which tactics work Reduce your costs (and increase profits) Maintain sanity!
- #18: Situation AnalysisSWOT analysisCompetitionMarket positioningObjectivesDefine what you want to achieve e.g. Sales growth, market share, increased profitability3. StrategyWhat are the factors involved in achieving each objective e.g. Sales example, develop value propositions and build sales pipeline4. TacticsThe specific campaign elements. For example telemarketing for building sales pipeline5. Action Schedule your campaign into ensure it integrates with over campaigns and is well managed6. Control Keeping track of who does what, when and at what cost – the measurement side of things.
- #25: We should verify that in an ideal world that you would usually do these activities in concert, not separately. So at the risk of creating one of those folding paper drawings where someone draws the head, passes it on to someone to draw the body etc., let’s try and create a marketing plan in segments