Chapter 2
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Chapter 2. Business, Strategic, and Direct Marketing Planning. Plans plot the course to reach a set of stated objectives. Short term goals act as benchmarks Benchmarks help us to recognize when plans need adjustments Today we review plans annually or even quarterly.

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Chapter 2

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Chapter 2

Chapter 2

Business, Strategic, and Direct Marketing Planning


Plans plot the course to reach a set of stated objectives

Plans plot the course to reach a set of stated objectives

  • Short term goals act as benchmarks

  • Benchmarks help us to recognize when plans need adjustments

  • Today we review plans annually or even quarterly


Three key strategic questions

Three Key Strategic Questions

  • Where should we focus the effort and why?

  • What do we bring to the table?

  • Do our core capabilities suit our position?


My question preference

My Question Preference

  • Where are we now?

  • Where do we want to go?

  • How do we get there?


Strategic business plan

Strategic Business Plan

  • Help attract outside investors and financing

    • Key concepts

    • Establish a market

    • Outlines organizational structure

    • Financial projections


Stratigic plan

Stratigic Plan

  • Introduction

    • Describes the purpose and scope of the plan

    • Specifics the time frame of the plan

  • Direct Mail

    Five year plan to dominate the direct mail advertising business in the Oklahoma City Area


Executive summary

Executive Summary

  • Scope,objectives, SWOT, mission, vision, products/services, investors, financial and growth plans

  • Needs to be brief and be able to stand alone and communicate the important directives and conclusions of the plan


Goals and objectives

Goals and Objectives

  • Highlights Achievements and time frame

  • Relates achievements to the stakeholders

  • Grow revenues by an average of 20% annually over the next 5 yrs.

  • Control 60% of all Direct Mail Advertising Revenues in the OKC area


Situation analysis

Situation Analysis

  • Competitive analysis

  • Market analysis

  • Enviromental analysis

  • Size of current market $25 million

  • Market Share report competitors and estimate of customer expenditures

  • Industry Growth Projections


Swot analysis

SWOT Analysis

  • Key strengths and weakness of the organization

  • Key opportunties and threats in the marketplace

  • Strength: contact strength, realitive newcomer

  • Growth industry, players outside the immediate marketplace


Mission statement

Mission Statement

  • What do you do and how do you do it

  • Unique?

  • Synergistic advertising contact

  • Analytical and creative expertise


Vision statement

Vision Statement

  • What will the business look like

  • Translated into behavior within the organization

  • One contact advertising source

  • Clients needs first resulting in the most effective advertising


Businss values

Businss Values

  • Principles governing the business and its relationship with stakeholders (customers, partners, community)

  • Maybe included with the vision or mission statement


Additional elements

Additional elements

  • Key Strategies

  • Action Plans

  • Financial Plans

  • Performance Measures (what are the metrics)


Chapter 2

Multichannel Direct Marketing


Chapter 2

customer centric


Message strategy brief

Message Strategy Brief

  • Client

  • Product

  • Project

  • Key Fact

  • Communication Objective

  • Creative Strategy

    • Prospect profile

    • Competition

    • Current/Change Preception

    • Current/Change Behavior

    • Proposition

    • Reason Why

    • Secondary Support

    • Legal & policy factors


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