Promotion Strategy Example Business Plan – As VP of Marketing, I have seen firsthand the power of a well-designed marketing plan. And, I witnessed when plans were derailed. You certainly want to avoid this happening to you. Most importantly, your plan must be approved by your boss so that you can secure the necessary marketing investment. Second, you need all stakeholders to know their specific role in implementing the plan. A marketing plan not only sets a clear vision, purpose and goals for your brand, it provides a step-by-step blueprint for execution. Using real-world marketing plan examples and my own marketing plan template, you can learn how to write structured brand strategy statements that are the foundation of a great plan. For those looking for even more in-depth guidance, I invite you to check out my book Loved Brands on the subject.
If you lead a marketing team and aren’t seeing high-quality plans from your team, our marketing training can help. When marketers try to do too many things in their plan, none of their ideas end up with enough resources for the impact they expect.
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Marketing plans that fail to make solid decisions spread their limited resources across so many tactics that none of the ideas have enough impact to make a difference. In addition to the lack of vision, the plan meanders and confuses those working behind the scenes of the brand. At Beloved Brands, we’ll show you how to build your plan with brand vision, purpose, values, key questions, strategies and execution plans.
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With a wealth of experience working with the world’s top brands, I took responsibility for creating the marketing plan every year, starting as assistant brand manager and eventually becoming the marketing director. At the VP of Marketing level, I meticulously reviewed 15 plans a year before they were presented to the president. This inspired me to develop a new marketing plan template, which I have continually refined over time. If you feel your team could benefit from improved planning capabilities, please visit this link for more information: Beloved Brands Marketing Training.
Our marketing plan process starts with analytics. As a general rule, you should do a business review once a year. Basically, look at the market, the consumer, the channels, the competitors and the brand. First, boil down the analytics to what’s driving growth and what’s holding it back. After that, draw the risks and opportunities for the future.
Furthermore, we present you with our Strategic ThinkBox which uses four questions to help you uncover the key issues facing your brand. First, what is your brand’s core strength? Second, how strong is the connection with consumers. Third, what is your competitive attitude? Finally, what is the business situation facing the brand?
It should be noted that you should narrow down to the three most significant key questions. As a result, it will force you to use three main strategies as the foundation of your plan.
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I first came up with this “on-page marketing plan” template when I was managing a team with 15 brands. Without a doubt, it helped me see the big picture quickly, instead of having to hunt around in a big fat binder. As a result, the sales team appreciated being able to see the entire plan on one page. Most sellers had 15 brands to manage with each of their customers. Unlike the brand team, they cannot work with binders or large PowerPoint files.
Without a doubt, everyone working on a brand should get a one-page marketing plan. As a general rule, they should keep the plan nearby as a reference when making daily decisions. For example, below is our one page marketing plan template that we use.
In this case, click to enlarge our sample marketing plan. It is often referred to as a brand plan.
The analysis section contains a summary of the detailed review of the business. First, what drives the growth of your brand? Second, what is holding back your brand’s growth? Third, what threats could harm your brand? Finally, what opportunities does your brand face?
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The section on key issues and marketing strategy focuses on the top three issues that stand in the way of realizing your vision. It is important to frame key issues in question format. In addition, strategic solutions should be answers that correspond to each of these questions. Set goals to measure your brand’s performance against each marketing strategy.
The marketing execution section outlines specific plans for each of the selected implementation areas that align with the most important consumer touch points. For example, include execution plans for brand communication, product innovation and sales.
For example, click to enlarge the structure of the strategic part of the marketing planning process.
Importantly, marketing plans provide an opportunity to use your marketing strategy to guide everyone working on the brand. Agencies. Sales. research and development Retail. Senior management.
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For aspiring marketers who want to build their marketing skills, you need to learn how to write each component of a marketing plan. Start with the brand’s vision, purpose, values and goals. Then research to find key issues, brand strategy statements and marketing tactics.
Click on marketing plan definitions to enlarge. Keep it handy as you work out your plan
Beloved Brands is a comprehensive guide that covers the basics of brand management. It delves deep into strategic thinking, brand positioning, brand plan development, advertising decisions, media planning, marketing analytics and brand finance. This is an opportunity to build your marketing skills that will help you in your career. And it will provide you with a roadmap to drive the growth of your brand.
Marketers see the Favorite Brands Booklet as a resource they need to keep close at hand for every new project. We are delighted to see that it has received a 5-star rating from almost 90% of Amazon reviewers. In addition, we have also created manuals for B2B brands and healthcare brands, which deal with specific industries.
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A well-written brand vision should be the ultimate achievement, answering, “Where could we be?” Think about future ambitions that would bring you true satisfaction. Clearly, you have to drive a stake into the ground to describe the ideal state for your future. Having a vision for your brand is key to setting it up for success – and it doesn’t have to be complicated. When I see brand teams struggling, they usually lack brand vision.
For example, some companies will do anything to meet their short-term goals and take any tactic. Without a doubt, your vision helps with long-term planning and using inspirational language to guide others.
Indeed, hopefully you’ll see an example that seems familiar to what you have in mind. Alternatively, you can view the structure to write your own vision statement. Use the vision statement examples to inspire you as you write your own vision statement.
Once you’ve established your vision, use it to frame the key questions of your marketing plan. Try to understand the obstacles on the way to realizing your vision. This sets the strategies for achieving the vision. Most importantly, your strategies will then revolve around solving those problems.
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You need to set goals that should measure the desired result of this marketing strategy. There are four ways to set goals for your brand plan: Strategic Outcome.
Essentially, this could be the market impact (awareness, inquiry, repeat, loyalty, claim share) or performance result (sales, share, costs, pricing, profit) listed in your strategic objective statement.
Advertising results (attention, brand connection, communication, persistence), innovation freshness index (percentage of portfolio launched over time period), in-store performance indicators (display, prices, shelf share, distribution coverage) are important.
Furthermore, include the completion dates of major projects, the achievement of key performance levels in terms of market share, sales levels or profit levels.
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For demonstration, options include net promoter score, online review score, consumer reproduction of desired brand positioning, reputation among influencers or social media followers.
Too many marketers don’t take the time to research marketing analytics. There is no value in accessing data if you don’t use it. The best brand leaders can tell strategic stories through analytics.
Conduct a thorough business review of your brand at least once a year. Think of it as a brand audit that helps you dig in and see what’s going on. Otherwise, you are careless towards the brand in which you invest all your resources. Explore the marketing analytics of five specific sections – market, consumers, channels, competitors and brand. To read more about the detailed business overview: Business overview.
Another great methodology for finding key issues is to refer back to the four strategic questions model in our post on strategic thinking. This way of thinking provides a 360-degree view of your brand. For example, I used the four strategic questions from our Strategic ThinkBox to come up with four specific questions that fit the Gray’s Cookies brand. I will use brand strategy statements to answer these questions.
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For illustration, watch our video on how to find your brand’s key issues to use in your marketing plan. Most importantly, it helps you find
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