1. Building Your
Roadmap To Success
1-Page Marketing Plan
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2. Goal
• Start developing your 2017 Marketing Plan
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3. Agenda
• Marketing Definition
• Why Marketing is Important
• Marketing Analysis for Planning
• 1-Page Plan Defined
• Develop Your Company Plans
• Thank You and Questions
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4. Marketing Definition
• Process of planning and executing the marketing 4P’s and
Digital Marketing 6C’s
• Identify, WOW, and retain customers
• Goal is to persuade to buy a particular branded product or
service
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5. Why We Market
Ourselves

6. Why We Need To
Market Ourselves
• Build Brand Awareness
• Tell the product/service story
• Take an action
• Open the door for sales
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7. Marketing Analysis
For Planning
• Was 2016 successful?
• Why were you successful or unsuccessful?
• Take stock of your marketing programs
• What vehicles did you use?
• Interruption: Print, Broadcast, Promotional, Viral, Web (Google
Analytics), Digital, Direct Marketing
• Relationship Building/Permission: Social Media (Facebook,
Twitter, LinkedIn), Emails, Referrals
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8. Marketing Analysis
and Planning
• Review the business landscape
• Have you evolved?
• New products or services
• Pricing
• Grown as a company
• Audience
• Has the landscape changed
• Competitors
• Overall economics
• The way business is being done
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9. Marketing Analysis
and Planning
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10. Your Map to Success
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11. Alice’s Adventures
in Wonderland
• “Would you tell me, please, which way I ought to go
from here?” Asked Alice.
• “That depends a good deal on where you want to get to,”
said the cat.
• “I don’t much care where,” said Alice.
• “Then it doesn’t matter which way you go,” said the cat.
Lewis Carroll, Alice’s Adventures in Wonderland
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12. Marketing Plan
• Marketing plan is your roadmap
• Where you want to go
• How do you get there
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13. 1-Page Marketing Plan
Sections
• Vision and 2017 Overview
• Target Audience
• Market Position
• Objectives
• Strategies
• Tactics
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14. 1-Page Marketing
Plan Elements
Vision
Serves as the Roadmap framework and guide.
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15. 1-Page Marketing
Plan Elements
Vision Examples
• Anheuser-Busch: Be the world’s beer company. Through all of
our products, services and relationships we will add to life’s
enjoyment.
• Avon: To be the company that best understands and satisfies the
product, service and self-fulfillment needs of women – globally.
• Caterpillar: Be the global leader in customer value.
• Nike: 1960s: Crush Adidas
• Current: To be the number one athletic company in the world.
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16. 1-Page Marketing
Plan Elements
2017 Overview
A statement of key accomplishments and special events for the
coming year. Sales goals, new product/services
introduction(s), changes, and new markets.
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17. 1-Page Marketing
Plan Elements
2017 Overview Examples
• Zookbinders: Introduce Reflectionz Cover, new sizes for the
PhotoBook and continue to promote existing products and
services. Develop marketing plan for non-pro market.
• Josuma Coffee Company: Plan for the 20th year celebration
with special events. Review and plan for expanding target
audience to include selling online direct to consumer.
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18. 1-Page Marketing
Plan Elements
Target Audience
Who are we trying to reach with our message
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19. 1-Page Marketing
Plan Elements
Target Audience Examples
• Zookbinders: Professional event Photographers that sell
albums to tell the story (Weddings, Bar/Bat Mitzvahs,
Company Events)
• Josuma Coffee: Boutique coffee shops and small batch
roasters that want to sell European flavor coffee
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20. 1-Page Marketing
Plan Elements
Market Position
What differentiates us from the competition?
It’s where we are willing to “hang our hat” and fight; it’s the
ground on which we can win the competitive “mind” battle.
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21. 1-Page Marketing
Plan Elements
Market Position Examples
Zookbinders: Service-centric, innovative mounted-album
company that provides custom solutions for our professional
photographer “partners.
.Josuma Coffee: The most consistent Indian green bean and
roasted coffee with a refined European flavor.
Crest Toothpaste: The cavity fighter
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22. 1-Page Marketing
Plan Elements
Objectives
What you want to achieve for the year. Should be
quantifiable with a timeframe (the measurements)
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23. 1-Page Marketing
Plan Elements
Objective Examples – Zookbinders
1. Achieve 2017 sales of $XX million, an increase of 10%
1. Product/Service Breakout — Seasonal/Quarters Breakout
2. Introduce the Reflectionz Cover – Account for 15% of all
PhotoBook covers by year end
3. Increase the use of the Website by new/unique visitors from an
average of 9156 per month in 2016 to 10k in 2017
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24. 1-Page Marketing
Plan Elements
Strategies
Allows an organization to concentrate its limited resources on
the greatest opportunities to increase sales and meet objectives
How the Objectives will be achieved
Every Objective has to have at least one Strategy
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25. 1-Page Marketing
Plan Elements
Strategy Examples — Zookbinders
• 1/2/&3) Use key trade shows to enhance the brand and create
greater awareness for current and new products & services.
• 1&2) Increase the focus on current clients to increase the use of
PB and the selling of new products.
• 1/2/&3) Keep Website fresh by updating visuals.
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26. 1-Page Marketing
Plan Elements
Tactics
The action you take to execute the strategy
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27. 1-Page Marketing
Plan Elements
Tactics Examples — Zookbinders
• 1/2/&3) Participate in major trade shows - DWF (major
sponsor), WPPI (BI & AAS sponsor), IUSA, SPA and PMA
• 1/2/&3) Market through: Rangefinder, Postcards (4), Zook-
Notes (4), Website, Catalog, Z-mail, ZookBits & On-hold
• 1/2/&3) Use ongoing advertising/media tools to introduce
Large PhotoBooks plus any new products/services
• 1&2) Prepare press releases on new products and send out in a
timely manner to key publications
• 3) Update Website 2x per year to keep fresh and take advantage
of new look from 2016
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28. SDM|Marketing Consultants Coffee Klatsch
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29. Thank You
Scott Michelson – Principal
scott@sdmmarketing.com
www.Sdmmarketing.com
sdmmarketing
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