- 1. Define your business
- Your product or service
Your geographic marketing area neighborhood, regional or national
Your competition
How you differ from the competition what makes you special
Your price
The competition’s promotion methods
Your promotion methods
Your distribution methods or business location
- 2. Define your customers
- Your current customer base: age, sex, income, neighborhood
How your customers learn about your product or service advertising, direct mail, word of mouth, Yellow Pages
Patterns or habits your customers and potential customers share where they shop, what they read, watch, listen to
Qualities your customers value most about your product or service selection, convenience, service, reliability, availability, affordability
Qualities your customers like least about your product or service can they be adjusted to serve your customers better?
Prospective customers whom you aren’t currently reaching
- 3. Define your plan and budget
- Previous marketing methods you have used to communicate to your customers
Methods that have been most effective
Cost compared to sales
Cost per customer
Possible future marketing methods to attract new customers
Percentage of profits you can allocate to your marketing campaign
Marketing tools you can implement within your budget newspaper, magazine or Yellow Pages advertising; radio or television advertising; direct mail; tele-marketing; public relations activities such as community involvement, sponsorship or press releases
Methods of testing your marketing ideas
Methods for measuring results of your marketing campaign
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