As we near the end of 2019, you’re probably thinking about your new year marketing plan. The start of a new year is always a good time to refresh your plan.
So, what should your new year marketing plan include? Here’s a summary of the main headings with some questions to help you complete the sections.
Before beginning your plan, we recommend doing a marketing audit to assess where your business is now and identify where the opportunities lie.
SWOT analysis – What are your strengths and weaknesses? What are the opportunities and threats?
Competitors – Who are your competitors? What are their strengths and weaknesses?
PESTLE analysis – What political, economic, social, technological, legal and environmental factors might impact on your business/market in the future?
Summarise the findings of your marketing audit in the appendix of your plan.
Product/Service – What is your product or service? Why should your target customers buy them from you? Do you want to promote certain products/services over others?
Target market – What does your ideal customer look like? Your target audience profile should include information such as age, gender, geographic location or market sector etc.
Branding – What makes your business different from your competitors? How will you position yourself in the market? Does your visual identity and tone of voice reflect your brand? If not, what needs to change?
Pricing strategy – How will you charge for your products/services? Will you price low to achieve market share or charge a premium price for a high-end product? Will you offer discounts/price incentives?
Distribution strategy – How and where will people buy from you or access your services?
Objectives – What do you want to achieve? Think SMART (specific, measurable, attainable, relevant and time-bound).
Promotional strategy – What specific marketing activities will you need to undertake to achieve your objectives? Consider:
- Advertising (digital and offline)
- Direct marketing
- Social media marketing
- Content marketing
- Direct sales
- Events and exhibitions
What marketing resources will you need? E.g. website, brochure etc.
Timing – when will you carry out each of the activities?
Evaluation – how will you measure the success of your marketing campaigns?
Starting the new year with a clear plan of action will ensure your marketing efforts are effective and productive.
If you’d rather outsource your marketing planning to the experts, please get in touch.
You can see from our portfolio, that we’re experienced at guiding businesses through the marketing planning process and helping them achieve their business objectives.
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