MARKETING PLAN and don't know where to start? Don't
put it off and do not make the most common mistakes
with something as important as your company and idea.
Let our team and our standard plans guide your through YOUR
successful STRATEGY , EXECUTION and SUCCESS.
Before writing a marketing
plan, it is necessary to define your target market and to
understand its needs. Let Apro Solutions conduct the
necessary market research- such as using customer surveys,
focus group interviews, and information interviews to
provide insight on what your customers really expect.
Let us put the necessary information together for you!
This may include the following:
Preparing Mission statement
Describing target or niche markets
Describing your services
Spell out marketing and promotional strategies
Create basic marketing strategies
Identify and understand your competition
Establish marketing goals that are measurable
Monitor your results carefully
Document your success
Prepare a mission
The mission statement clearly
and succinctly describes the nature of the business,
services offered, and markets served ó usually in a few
sentences. Sometimes for larger companies it is combined
with a vision statement that can be two to three paragraphs
List and describe target
or niche markets
In this section, list and
describe potential groups of users or clients. After you
create the list, identify various segments of a market.
Segments can include specific types of people in a company
by role for example, chief executive officer, chief
financial officer, or marketing director. Department heads
are another type of market segment. For segmenting the
consumer market, consider age groups. In addition, niche
markets are an integral part of marketing. Within a target
market of attorneys, for instance, there may be niche groups
such as trial or malpractice attorneys. In some instances,
targeting by firm size is an important consideration.
Describe your services
As mentioned above, itís
necessary to conduct market research to understand your
market and to identify the services they require. At the
same time, inventory the services you currently offer and
identify new services you wish to provide. Determine what it
will take to provide these services in terms of staff,
expertise, and costs.
Spell out marketing and
Various strategies work
better for different target markets and, therefore, several
may be required to triumph. The key for successful marketing
is understanding what makes someone want to use or buy
services and what type of marketing strategy they respond
to. This requires you to learn needs, problems, industry
trends, and buzzwords. To get up to speed for a particular
business market, read trade journals and attend professional
conferences to meet prospective users or buyers in person.
Become active in various groups whenever possible and form
strategic alliances. Find out what works best for the
markets you serve.
This is a trial-and-error
process that requires testing and interaction with clients
or prospective clients, although reading case studies and
interviewing and consulting with libraries that have already
had marketing achievements is one way to save time. To this
end, I have included some references at the end of this
article that contain success stories of other libraries.
Basic marketing strategies
include the following:
Network, either in person or electronically, by
participating in discussion groups online where your
target markets congregate.
Direct marketing involves sending out sales letters,
capability brochures, flyers, or special offers on a
regular, repeated basis to the same group of prospects.
Direct marketing can only work if you speak the language
of your target market and contact them regularly.
Advertise in print media or directories, often with a
specific offer to reap the benefit of an immediate
response or sales. Advertising lends credibility (image
advertising) and, like direct marketing, must be
Devise training programs that increase awareness about
Write articles for local media or professional journals
and newsletters that describe the benefits of your
Direct or personal selling is the one-on-one selling,
often on site at a prospectís office or company. Direct
sales are a particularly costly form of marketing since
you only reach one person at a time. However, if you
present your services to a group of people at a company,
such as people from a particular department or several
department heads, direct sales can be beneficial.
Send out publicity and press releases through local
newspapers, radio, and television stations.
Participate in trade shows at the local or regional
When a strategy works, repeat
it. But if it fails, and you have done it right, drop it.
The ability to develop and implement each of the strategies
above requires learning and honing new skills. It will most
likely be necessary to read marketing and sales books,
attend courses or workshops, or hire consultants and
specialists to assist you as necessary.
Identify and understand
As part of the market
planning process, you must learn about your competitors and
how to position yourself in relation to them. Describe your
strengths and what you want to emphasize. Once you identify
both direct and indirect competition (for example, the
Internet as indirect competition), you can determine how and
why your services are special and benefit users in a
particular way. You can compete based on value, price,
product, or service, or some combination of these. Your
unique position in the marketplace must be touted in your
marketing programs and marketing literature.
Establish Marketing Goals
that are Measurable
Marketing goals can include
setting the number of new clients you would like to acquire,
the number of people you would like to reach, or the amount
of income you would like to generate. Be realistic and
practical in establishing your goals. Take a good look at
the available skills and resources that you can commit to
implement and integrate your goals into your marketing plan
effectively. Study the budget requirements for the
strategies you select and plan accordingly.
Monitor your results
By monitoring results, you
determine which of your marketing strategies are working and
which are not. Identify strategies that generate leads and
sales. This involves tracking and evaluating customersí
responses to each marketing strategy. Survey or interview
regular users for comments about why they find a service
important. As you get to know your repeat clients better,
meet with them for detailed feedback and ask them for ideas
and suggestions about how you can introduce your products
and services to more prospects who are just like them.
Client comments are invaluable for creating or enhancing
your market literature, and you can also learn and
incorporate terms or language common to a particular user
group through this process. Just as valuable, these
interviews lead to statements that can be used as
testimonials (with permission of course) and in future
brochures and promotional activities.