Marketing Strategy Business Plan Example – As VP of Marketing, I’ve seen firsthand the power of a well-executed marketing plan. And, I’ve witnessed plans derailed. I hope you prevent this from happening to your brand. Most importantly, you need to get your plan approved by your employer so that you can secure the investment you need. Second, you need to know the specific roles of all stakeholders in delivering the plan. A marketing plan not only sets a clear vision, goals, and objectives for your brand, but also provides a step-by-step blueprint for execution. Using real marketing plan examples and my own marketing plan template, you’ll learn how to write structured brand strategy statements that form the basis of a grand plan. For those looking for more in-depth guidance, I invite you to check out my beloved brand book on the subject.
If you’re managing a sales team and you’re not seeing high-quality leads from your team, our marketing training can help. When marketers try to cram too much into their plan, none of them end up with enough resources to have the desired impact.
Marketing Strategy Business Plan Example
An indecisive marketing plan spreads its limited resources across so many tactics that none of the ideas make a big enough impact to make a difference. With a lack of vision, the plan revolves around those who work behind the scenes of the brand. At Dear Brands, we show you how to create your plan with a brand vision, purpose, values, key issues, strategies, and execution plan.
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With extensive experience working for global brands, I was responsible for building a brand plan each year, starting as Assistant Brand Manager and eventually becoming Marketing Manager. At the VP Sales level, I scrutinized 15 plans each year before presenting them to the president. This has inspired me to continually refine and develop new marketing plan models over time. If you feel your team could benefit from enhanced planning capabilities, visit this link for more information: Love Brand Marketing Training.
Our marketing plan starts with analysis. As a general rule, you should conduct a business audit once a year. Essentially look at markets, consumers, channels, competitors and brands. First, summarize the analysis on what is driving growth and what is lagging behind. Next, map out future risks and opportunities.
Plus, we’ll introduce you to the Strategic ThinkBox, which uses four questions to help you uncover the critical issues facing your brand. First, what is your brand’s core strength? Second, how close is the connection with the consumer? Third, what is your competitive landscape? Finally, what is the business situation facing the brand?
It’s important to note that you should try to narrow in on the three most important issues. As a result, it forces you to base your plan on three main strategies.
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I first came up with this “marketing plan” model when I was leading a team of 15 brands. It definitely helped me see the big picture more quickly, instead of hunting through thick binders. As a result, the sales team appreciated the ability to see the entire plan on one page. Most dealers have 15 brands to manage with each customer. Unlike brand groups, they can’t work with binders or large PowerPoint files.
Without a doubt, everyone working on this brand should adopt a one-page marketing plan. As a rule, they should keep the planner nearby to guide them in day-to-day decisions. For example, below is a one-page marketing plan template that we use.
In this case, zoom in on an example of our marketing plan. Often referred to as brand planning.
The analysis department concludes from an in-depth business analysis. First, what is driving your brand growth? Second, what is hindering your brand’s growth? Third, what threats can harm your brand? Finally, what opportunities are facing your brand?
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The Critical Issues and Marketing Strategy section focuses on the top three issues on the road to realizing your vision. Importantly, put key issues in question form. In addition, the strategic solution should be a suitable answer to each of these questions. Set goals to measure your brand’s performance against each marketing strategy.
The sales execution section shows the specific plan for each execution area selected to correspond to the most important consumer points. Examples include brand communication, product innovation, and marketing execution plans.
For example, click to enlarge the structure of the strategy part of the marketing plan.
Importantly, a marketing plan provides an opportunity to guide all those working on the brand using your marketing strategy. Institutions. sale. R&D. retail sales. Senior management.
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For aspiring marketers looking to hone their marketing skills, you need to learn how to write each component of a marketing plan. Start with your brand vision, mission, values, and goals. Next, find key issues, brand strategy statements, and marketing execution tactics.
To view, click on the marketing plan definition to enlarge. Make your planning easier
Brand Love is a comprehensive guide covering the basics of brand management. It delves into strategic thinking, brand positioning, brand plan development, advertising decisions, media planning, marketing analytics and brand finance. This is your chance to improve your marketing skills to help your business. Also, it provides a roadmap for your brand’s growth.
Marketers turn the playbook of their favorite brands into a resource because they keep it on hand for any new project. We are delighted to see that it has received a 5-star rating from nearly 90% of Amazon reviewers. Additionally, we’ve also created a playbook for BBB Brandsand Health Brands with specific industries in mind.
Free Marketing Plan Template
A well-written brand vision should be the ultimate achievement, and it’s a “where can we be?” answers. Think about future dreams that will bring you real satisfaction. Obviously, you need to put a stake in the ground to describe the ideal state for your future. Your vision for your brand is critical to its success – 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 and use any tactic to achieve their short-term goals. No doubt your vision is to guide others by helping and inspiring long-term planning.
Indeed, we hope you see an example that will make you feel familiar. Also, you might want to look at the structure of how you write your vision statement. Use vision statement examples to inspire you as you write your own vision statement.
Once you’ve established your vision, use it to address key issues in your marketing plan. Try to understand the obstacles that stand in the way of achieving your vision. This defines the strategy for how to achieve the vision. Most importantly, your strategy will then revolve around solving these problems.
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You should set goals that will measure the desired results of your marketing strategy. There are four ways to set goals for your branding plan: Strategic Outcomes.
Essentially, this could be the market impact (awareness, trial, repeat, loyalty, share of demand) or performance outcome (sales, share, cost, price, profit) outlined in your strategic objective statement.
Importantly, advertising results (attention, brand connection, communication, stickiness), innovative new indicators (percentage of investment during the period), in-store performance indicators (display, price, flat rate, distribution coverage).
In addition, major project completion times include achieving critical performance levels such as market share position, sales levels, or profit levels.
Strategic Marketing Plan Template & Examples
For display, options include online promotion scores, online review scores, consumer exposure to the desired brand, and reputation among influencers or social media followers.
Too many marketers don’t take the time to dig into market analysis. There’s no value in getting data if you don’t use it. The best brand leaders can use analytics to tell strategic stories.
Check your brand for deep dive deals at least once a year. Take a look at Brand Audit to help you dig into it and see what happens. Otherwise, you’re ignoring the brand you’re investing all your resources into. Dig into market analysis of five specific segments: market, consumer, channel, competitor, and brand. To read more about In-Depth Business Review: Business Review.
Another great methodology for finding key issues is to refer back to the four strategic questions model in our strategic thinking post. This mindset ensures 360-degree visibility of your brand. For example, I used the four strategic questions in the Strategic ThinkBox to come up with four specific questions that fit Gray’s Cookies brand. I use brand strategy statements to answer these questions.
Marketing Plan Examples, Samples, & Templates
For an explanation, watch our video on how to find critical issues that you can use in marketing your brand. Most importantly, it helps you find it