Marketing planning workshop delivered by Andy Bargery & Phil Szomszor at 'Social Media Engagement 3.0' in London.

1. Marketing Planning for SMEs
& Set Square Surveyors
SME 3.0
9th June 2012

2. Show Time…
 Have you checked in?
 Have you tweeted?
 @MoorestpehensUK
 Have you got your hula hoop?
http://www.guardian.co.uk/music/2012/jun/04/diamond-jubilee-concert-buckingham-palace

3. Agenda
1. Introductions
2. What is Marketing Planning?
3. Who & What is Set Square?
4. The Interactive Bit
5. Wrap-Up & Conclusions

4. Who are Andy & Phil?
Phil Szomszor Andy Bargery
Director & Head of Digital Managing Director
Citigate Dewe Rogerson Klaxon Marketing
Twitter: @theredrocket Twitter: @andybargery
Specialist skills: digital strategy, media Specialist skills: Marketing strategy,
relations, start-up communications communication, lead generation
Associate Member of the CIM

5. Session Aims
 Session aims
 How can marketing planning help?

6. Photo from Indi.ca: http://www.flickr.com/photos/indi/

7. http://www.flickr.com/photos/rubberdragon/

8. Photo by Tom Saint: http://www.flickr.com/photos/tomsaint/

9. Image courtesy of Joe Shlabotnik http://www.flickr.com/photos/joeshlabotnik/

10. Probability

11. Photo by Granit Architects: http://www.flickr.com/photos/granitarchitects

12. Image by Juhan Sonin: http://www.flickr.com/photos/juhansonin/

13. Marketing

14. Is this what most
SMEs are doing?

15. The Headless Chicken

16. Image courtesy of Jonny Goldstein
http://www.flickr.com/photos/jonnygoldstein/
A Marketing Plan

17. SOSTAC ®
PR Smith’s framework for straight forward planning
1. Situation → Where are we now?
2. Objectives → Where do we want to get to?
3. Strategy → How are we going to get there?
4. Tactics → What’s actually going to happen?
5. Action → When is it going to happen?
6. Control → How will I know it’s been achieved?

18. SOSTAC ® in Practice
Marketing Plan 2011
Summary Objectives
1. Summary objectives and core
1. Grow sales of software by 20% during 2011 4. Assign a timeline to each tactic
strategy
Summary Strategy
1. build sales pipeline within financial services sector
2. invest in CRM platform
Cost per
Tactic Budget Target / Measure Leads lead Owner Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11
Campaign Led
Targeted advertising: Linkedin inMail, Google CPC, 1x trade £8,000 100 new leads into pipeline 100 £60
press
design creative - copy and artworking
Implement campaign 2. Define your tactics and steps
Measure effectiveness
Assess and take corrective action
required to execute
Ensure leads built into pipeline
Three step campaign: email, whitepaper & telemarketing £10,000 50 new leads acquired 50 £400
Design creative assets 25 leads into warm propsects
Create whitepaper
Build campaign landing page and data capture
eDM broadcast
TM follow-up
3. Allocate a budget, measure of
Assess and take corrective action success, target leads and an owner
Ensure leads built into pipeline
Momentum Led
Search Engine Optimisation £1,000 20 enquiries, 1st page google 20 £100
Social media management - Twitter / LinkedIn / Blog £1,000 1,000 followers, 5 enquiries 5 £200
5. Assess likely performance and align
to marketing objectives
TOTAL £20,000 90
Agency Fees £5,000
Total Marketing spend £25,000
new
Total Leads Generated 175 at 25% conversion rate = 35 clients
Average Cost per Lead £143 Average cost per client £715

19. Who & What is Set Square?
Set Square is a surveyors practice, run by Paul French
Web: Blog:
http://setsquaresurveyors.co.uk www.dilapidationsexpertise.wordpress.com
Twitter: @pfrenchUK

20. Situation Analysis
What do we know about Set Square?
 London based surveyors practice
 Specialised on dilapidations surveying (80 – 85% of turnover), but also
general practice too
 Small team of 8 but looking to grow to 15-20 people & £1m t/o
 Difficulties in growth include:
 finding new work
 management time / expertise
 Majority of sales / business development led by Paul
 Partners focus on service delivery
 Clients can achieve substantial money savings e.g. £80k fees with Set Square
saved one client over £2m
 Typical clients are companies that lease large office / commercial spaces

21. Situation Analysis
What do we know about Set Square?
 Customers are professional buyers – other surveyors, ‘Director of Property’
 Typically well qualified
 Target markets are UK and Channel Islands, although not Scotland where
property laws are different
 Marketing tactics to date include:
 networking
 Twitter (@pfrenchuk)
 blog & website
 TAG breakfast
 BNI
 Linkedin
 Currently planning a new brand for Dilapidations specialism
 Dilapidations surveying much more profitable than general practice

22. Objectives
 Top 3 objectives are:
1. Establish key proposition
2. Develop a business
development strategy
3. Decide on the right
marketing tools
 This is where you come in…
http://alexandraattack.deviantart.com/art/Crowd-Surfing-
175048890?q=&qo=

23. Strategic Choice
Recommend four areas for the group to focus on:
1. Brand
2. Positioning & Differentiation
3. Business Development
4. Online

24. The Task
1 2 3 4
 Bullet 1
Brand challenge: Positioning & Business Online & Social:
1. How can bullet 1
 Sub SS use Differentiation: development: 1. How can SS
brand as an 1. Should SS have 1. Should SS hire use their
asset? 2
Bullet two identities? a BDM? website more
 Sub bullet 2
2. Should SS 2. Create a 1-2 2. What tools can effectively?
create a sentence SS use to find Content assets
separate proposition. new business? required?
brand? Why? 3. What are the 3. How would 2. What social
3. Create a main you start a tools should SS
strapline to be marketing conversation be using?
used for tools to with a new 3. What content
website/market communicate prospect? should SS
ing. positioning? create?

25. Wrap-up & Conclusions
 Time to turn these ideas into a structured marketing plan
 Remember this:
Marketing Plan 2011
Summary Objectives
1. Grow sales of software by 20% during 2011
Summary Strategy
1. build sales pipeline within financial services sector
2. invest in CRM platform
Cost per
Tactic Budget Target / Measure Leads lead Owner Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11
Campaign Led
Targeted advertising: Linkedin inMail, Google CPC, 1x trade press £8,000 100 new leads into pipeline 100 £60
design creative - copy and artworking
Implement campaign
Measure effectiveness
Assess and take corrective action
Ensure leads built into pipeline
Three step campaign: email, whitepaper & telemarketing £10,000 50 new leads acquired 50 £400
Design creative assets 25 leads into warm propsects
Create whitepaper
Build campaign landing page and data capture
eDM broadcast
TM follow-up
Assess and take corrective action
Ensure leads built into pipeline
Momentum Led
Search Engine Optimisation £1,000 20 enquiries, 1st page google 20 £100
Social media management - Twitter / LinkedIn / Blog £1,000 1,000 followers, 5 enquiries 5 £200
TOTAL £20,000 90
Agency Fees £5,000
Total Marketing spend £25,000
new
Total Leads Generated 175 at 25% conversion rate = 35 clients
Average Cost per Lead £143 Average cost per client £715

26. Thanks for taking part!