Marketing Plan Brooklyn Business Library Marketing Plan Elements Marketing Objectives Target Market Market Analysis Competition SWOT Analysis (Optional) Marketing Mix Marketing Budget Marketing Objectives Communicates what you plan to do, by when and how Be very specific
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Brooklyn Business Library
Small Business Information Center
Know Your Customers
Who are they?
Where do they live?
What can they afford?
Why do they shop?
What are their shopping habits?
What market are you selling to: Business to Consumer, Business to Business, Business to Government
Business to Consumer:
Geographic Profile: geographic region, population density, climate.
Demographics: age, gender, family size, marital status, income, education, religion, ethnic group, home ownership.
Psychographics: is how they feel and why they buy.
What are the needs of your target audience?
Demographics: Industry, years in business, company sales, number of employees, company ownership, etc.
Psychographics: technically advanced, industry leader, innovative, conservative/responsible, socially responsible, good to employees, environmentally conscious.Target Market
Business to Business
What is the current size of the target market?
What changes are occurring?
Consumer analysis and trends
Primary Research: creating surveys
American Factfinder for demographics
Bureau of Labor Statistics for consumer spending
- Business & Company Resource Center
- Associations Unlimited
- Business Source Premier
- ABI INFORM
International Directory of Company Histories
Internal environment analysis
External environment analysis
What makes your product/service unique?
Your USP describes who you are, what you do and why you are different. This needs to be honest, authentic, easy to understand, and in the voice of the customer. It includes the benefits of your products/services.
Tips to promoting your product or service to the customers
Promotion – The channels you choose depend on objectives, budget and capacity.
Even if you have the budget to pursue all channels - before starting a marketing campaign, make sure you will be able to fulfill the orders you receive.
Signs, Banners, Posters
Specialty Items (pens, magnets)
Catalogs and Brochures
Corporate ID: business cards, stationary
Giving free samples
Social Media: Podcasting, Blogs, Social Networks
Press releases and PR
Internet website and advertising
Magazines and trade journal
Radio and Television
Classified ads in the local paper